Engaging People

One of the most important elements in the building of any Destination Brand is the
engagement of the people who actually live there. Seeking their advice and input, and
ultimately helping them feel proud about where they live, is paramount. In the arrivals area at Stockholm-Arlanda Airport, the hall of fame presents some famous Stockholmers. It’s very much about building local pride and involvement, as well as promoting Stockholm to its visitors. It gains great attention and utilises space in a valuable way to help build the Stockholm brand.

(Extract from Julian Stubbs book Wish You Were Here. The Branding of Stockholm & Destinations.)

23 February 2012 | thoughts | Comments