Place Branding

Iceland Rebranding

• After the eruption of a volcano in 2010, Iceland’s reputation as a tourist destination plummeted

• they launched the “Inspired by Iceland” brand

• local and celebrity testimonial, many in english

• Joyscroll Campaign + LooksLikeYouNeedIceland

• Icelandair Stopover - free stay in Iceland for 3-7 days

I ♥ NY

• launched in 1970

• Milton Glaser

We ♥ NYC

• 2023 update update to “We” to revitalise the city after COVID lockdown

• aims to create a more shared identity

• Maryam Banikarim

Glassgow

• “People Make Glasgow”

• flexible place brand that can be associated with a wide range of assets and activities

Palau

• a micronesian island in the western Pacific

• in 2017, its government required all visitors to sign a pledge to be “ecologically and culturally responsible” before entering

Faroe Island

• “closed for maintenance, open for voluntourism”

• promoted community cohesion and allowed tourists to connect with the core values of the country

Love Great Britain

• partnered with the James Bond movie for “Bond is Great Britain”, leveraging the legacy of the 2012 Olympics

• they also had a campaign called “Paddington is Great”, for visitors to see Britain through his eyes

Columbia

• “Super, Natural British Columbia”

Paris

• Paris Je T’aime (I love you)

• embraced its existing reputation as a popular tourist destination with rich culture

Costa Rica

• “Essential Costa Rica”

• one of the most successful place branding

• the slogan maintains that the people of Costa Rica are “the essence”

• eco-tourism+natural beauty

Hiring Ninjas

• the Japanese government wants to promote Iga and the Aichi prefecture, somewhere near Kyoto

• Ninjas that can do stunts and tell the audience about the history of the area (also near the Nagoya castle)

Hakuna Matata

• a Swahili phrase meaning “No Worries”

• popularized by the Lion King

• it is actually uncommon among native speakers of Swahili in Tanzania, who prefer phrases like hamna shida or hamna tabu