Urban Events, Place Branding and Promotion explores the phenomenon of place event marketing, examining the ways in which events are used to brand and disseminate information about a place. It provides a novel contribution to the literature, capturing the growing interest in place promotion, and offers in-depth insights on the role of events.
With a focus on urban locations, this book defines the scope and concept of place event marketing. It demonstrates that different kinds of events, for leisure and business, can be used to successfully develop, promote and brand different types of places. Individual chapters written by a variety of leading academics explore how various public and non-governmental institutions that deal with promotion and marketing communications of places can implement event marketing activities and how such institutions organize, co-organize and sponsor different events. The effects of event marketing activities on urban place promotion and branding are thoroughly explored through a variety of international empirical case studies.
This will be of great interest to upper-level students and researchers in events marketing and management, tourism and the broader field of urban geography. The concluding chapter also proposes future research directions.
Table of Contents
1 The concept of place event marketing: setting the agenda
2 Cultural promotion of place as ‘northern’ space: the case of the Umeå2014 – European Capital of Culture event
3 Branding authenticity: perceptions of La Patum de Berga, a complex place marketing event in Catalonia, Spain
Alba Colombo and Natàlia Cantó-Milà
4 Participatory cultural events and place attachment: a new path towards place branding?
Zafeirenia Brokalaki and Roberta Comunian
5 The impact of outdoor cultural festivals on the city image: Lublin case study
6 Place branding through culture and arts events: cases from Eastern Canada
Lee Jolliffe and Nancy Chesworth
7 Resisting Rio de Janeiro’s event-led place promotion: from insurgent rebranding to festive counter-spectacle
8 Geographies and branding impacts of non-metropolitan music festivals in the Western Cape province of South Africa
Ronnie Donaldson and Henry Duckitt
9 Enhancing Macao’s tourist destination brand image through cultural festivals
10 Brand Hong Kong: art hub for China’s Belt and Road Initiative
Hilary Du Cros and Lee Jolliffe
Waldemar Cudny specializes in urban and tourism geography. He is a graduate of the department of geography at the University of Łódź (Poland), where he received his MA in geography, specialising in spatial economy and spatial urban planning (1999) and his PhD in socio-economic geography (2004). Currently he holds the position of associate professor at the Jan Kochanowski University in Kielce, Poland. Dr Cudny has conducted research on festivals and their impacts on cities, socio-economic transformation of post-socialist cities, urban tourism and car tourism. He has published several books on the role of festivals in the development of cities and ‘car tourism.’ In recent years, Dr Cudny has been conducting research on city marketing, city promotion and branding. In 2019 his latest book entitled City Branding and Promotion: The Strategic Approach (Routledge) was published.
"This book explores the intersections of event studies, geography and marketing. It contributes new insight on event studies and adds critical insight on place, contributing to ongoing challenges of promoting places during a time when the competition to attract visitors will make or break a destination. The book offers a truly international perspective into the complexity of these debates, and the wide array of perspectives and approaches in very different geographical locales. Destinations are continually seeking ways to be creating, and leveraging what is unique about a place is a way to brand, promote and work towards defining and even redefining place identities. This book will challenge students and academic researchers to explore interdisciplinary conceptual understandings and issues aligned with place branding and place promotion, and practitioners will benefit from the cases presented in this book because it will challenge them to think about the places and events they promote in a different way." Nicholas Wise, Reader in International Urban Change in the Faculty of Business and Law at Liverpool John Moores University, UK