Cities and Precincts
“its not about tourism; it is about
talent, investment, business”
As it was 2,000 years ago, the world has again entered the age of the city.
Cities compete like never before in markets, like no other; success in ensuring high quality lifestyles , high levels of productivity, efficiencies and capacity to draw tourists, rests on a city’s capacity to attract talented labor.
A few cities have managed to unshackle themselves from the 20th Century tourism and events dominated paradigm, enhance and consolidate marketing structures and induce cooperation between the city, its commercial and tertiary education sectors.
In these few cases, effective strategy and efficient execution has unleashed a competitive force which has resulted in them attracting talent disproportionally to their size, industry mix and university rankings
These truly are the clever cities
Method
The latter part of the 20th century was dominated by the paradigm of ‘tourism’; cites and precincts forging strategies to draw additional value through tourists.
A plethora of models, brand assessments and metrics arose attempting to capture the ever growing tourism demand on the premise that tourists would be so inspired by the city that they would return multiple times and probably relocate as citizens and investors.
This theme and its concepts has provided to be fundamentally flawed.
It is now clear the paradigm is actually upside – down; tourism prospers on the back of citizen well-being, investment and talent.
Understanding city competiveness depends upon fusing quantitative research, behavioral economics models and narrative analysis to determine:
• The most effective practices for the individual city
• The key structural efficiencies required to execute a competitive strategy.
Each and every city is unique and requires a bespoke approach which assimilates key demonstrable (often invisible) attributes evidenced in world’s best practice.
We bring contemporary models and insights, overturning the existing thoughts establishing city marketing as a blend of attributes tailored to each case:
Clients
