A marketing strategy that is based on the premise that cities, regions, and countries can be branded. Place branding is largely linked to the characteristics of its native people, the characteristics of the region, the culture, the gastronomy, the organizations, and its history.
Published in Chapter:
People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions
Sara Clara (University of Aveiro, Portugal) and
Belem Barbosa (University of Porto, Portugal)
Copyright: © 2021
|Pages: 21
DOI: 10.4018/978-1-7998-6605-3.ch005
Abstract
The main objective of this chapter is to explore how cities and regions can use digital storytelling strategies to reach and engage with their target audiences. Despite the growing body of literature regarding digital storytelling, the contributions and examples about regions and cities are still scarce. This chapter analyses the storytelling strategies of promotional campaigns regarding three cities and two regions around the world. Using a theory-driven framework, each storytelling example is dissected and interpreted. This study demonstrates that digital storytelling is worth consideration, as it offers a relevant set of advantages for marketing and communication managers, and enables the development of the place image and a consistent communication of its identity that can be co-created with various stakeholders, including the target audiences. It also shows that there are a diversity of approaches that can be adapted by place branding strategies, namely in terms of narrative, perspectives, and medium components.