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www. pwc. com City Branding: Leveraging the Power of Place By Patrick Tay Konvensyen Pemerkasaan Pihak Berkuasa Tempatan 2018

Famous Cities: What is Common? Globalisation means Cities need to Standout New York – ‘True York City’; Big Apple Amsterdam – ‘I Amsterdam’ Source: I amsterdam London – ‘Totally Lond. ON’; The Square Mile Source: BBC All of them evoke a sense of Emotion. They are known from something unique. We would explore how Branding can helped improve a city’s status. Seoul – ‘I. Seoul. U’ Source: Korean Tourism Organization Hong Kong - ‘Best of it all, its in Hong Kong’ Denpasar, Bali –Island of the Gods, Paradise Island Source: Bali by Hotels. com; Shutterstock City Branding: Leveraging the Power of Place Pw. C 11 December 2018 2

Strong Brand Its about Building and Managing Perceptions City Branding: Leveraging the Power of Place Pw. C 11 December 2018

Alignment Begins with a Sense of Identity What Does the Outside World See Local Image 001 Residential Pride People feel happy that they come form the city, with unique a unique identity and cultural traditions 002 Talent Attraction & Retention People may be attracted to a city’s unique vibe and lifestyle 003 Increased Value in Place of Origin effects Think: Authentic Penang Cuisine 004 Trust: Helps to attract relevant FDI A city’s work culture and past projects track record can help rope in investors 005 Boost the Tourism Industry Increased public exposure of a city’s attractions can help to bring in more holiday makers Survey statistics Source: Penang Global Tourism City Branding: Leveraging the Power of Place Pw. C 11 December 2018 4

Designing the Narrative Building Blocks Core Concept Getting the Buy-In Policy Infrastructure What is the City About? Is it about heritage, business? What is the main takeaway that people should know of the place? Is it its people? Its culture? Way of life? Engage the 3 relevant stakeholders: • The Residents of the City • What is their culture? What are they known for? • External World • How are they connected to the city? Why is the city relevant to them? • The Administration • Do they believe in the city’s mantra? Methods or strategies on how to communicate the Brand. What are the local experiences? It should feel distinctive, yet multifaceted. Catered to a target audience that the city is trying to attract. Clear and Concise. Photo City Branding: Leveraging the Power of Place Pw. C Photo Are there existing national frameworks to consider? What are the relevant triggers? Ideas: Events, Refurbishment to old buildings, the media, engaging the appropriate industries Photo 11 December 2018 5

Examples from around the world When did they start? How did they do it? What are the Results? 1 New York, USA 2 Seoul, South Korea 3 Paris, France Seoul Municipal Government aimed their marketing budget at Greater China. Source: Jeju International University 1 2 40% 3 Source: Korean Tourism Organization City Branding: Leveraging the Power of Place Pw. C 11 December 2018 6

Local Cases: Penang • The Penang Government has set-up numerous agencies to help promote Penang. Include: Penang Global Tourism (PGT), Invest Penang. • The State (Mainly the Island) has a good brand as a place for Travel, Investment in Tech and to Retire. 1 st in Malaysia, 26 th in Asia as best place to Retire. Source: ECA International Source: Penang Global Tourism City Branding: Leveraging the Power of Place Pw. C 11 December 2018 7

Local Cases: Kuala Lumpur • The Capital city of Malaysia. Distinctively known for its urban lifestyle and economic center of the nation. • Active agencies include: Invest. KL, Visit. KL International travelers spent USD$8. 59 billion on activities. Source: Master. Card’s 2018 Global Destination Cities Index City Branding: Leveraging the Power of Place Pw. C 11 December 2018 8

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