Globalisation and the resurgence of the travel industry have intensified the competition between cities and towns like never before. Without a recognisable image, it is increasingly challenging to attract tourists and stakeholders. However, resting on past laurels is not an option. An outdated image can be just as damaging – if not worse – than having no image at all. This is why cities and municipalities are now heavily investing in city marketing. But what exactly is city marketing? Why is it essential, and how do you get started?
What is city marketing?
The term speaks for itself. City marketing, or city promotion, refers to marketing efforts specifically aimed at a city or municipality.
Because its popularity is rising, you could easily think it is a new concept, but nothing could be further from the truth. Cities and towns have been promoting themselves for years. What’s changed is the level of attention it now receives. Where city promotion once consisted of little more than an uninspired slogan, today it involves much more. At the heart of city marketing lies the identity of your city or municipality. This often incorporates specific associations or standout elements unique to the area.
City marketing targets three primary audiences: residents, tourists, and businesses. In short, city marketing places your city or municipality firmly on the map.
How do you start city marketing?
Before launching your city marketing efforts, it’s essential to establish your branding. For more about city branding, read our blog: “The fundamentals of city branding”. Once your branding is in place, you can move on to city marketing, which comprises four key elements:
- Your strategy
- Your concept or branding
- The elaboration of your strategy and especially its perception
- The evaluation
Why invest in city marketing?
Effective city marketing offers numerous benefits:
- Promoting the local economy
- Putting your local businesses in the spotlight
- Building stronger ties with residents and businesses
- Attracting day-trippers and tourists
- Making residents proud of their city or municipality
- Creating a positive image for your city or municipality
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