Location Marketing
The competition among countries, regions, and cities for inward investment is more intense than ever before, and the targets for location investment development agencies have changed radically in the past decade. More than ever, economic development is dependent less on physical attributes of the location and more on intellectual capital and the resources that sustain intellectual capital. Cost competition will always be an important factor, but the positioning and marketing of locations for inward investment is increasingly dependent on acquiring and leveraging a deep knowledge of the human resources of the location.
Marketing locations for the tourism and hospitality industry has another set of issues. Truly a global market, the tourism industry is rapidly developing new, profitable high-end product (fractional ownerships, etc.) at the same time that it has fierce internal competition for the consumer.
RF|Binder’s team has worked extensively both in industrial development and tourism promotion. We have extensive experience supporting country, regional, and city brands in both B2B and B2C settings.