Confessions of a Place Marketer

In this: publication
By this: publisher
In this Subject: History ,&nbsp; Political Science
By this author: Brookes, Paul ;&nbsp; Bianchini, Franco

Authors: Brookes, Paul; Bianchini, Franco

Source: European Studies: A Journal of European Culture, History and Politics, Urban Mindscapes of Europe. Edited by Godela Weiss-Sussex with Franco Bianchini , pp. 287-299(13)

Publisher: Rodopi

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Abstract:

Paul Brookes has developed a reputation in the UK as an innovative place marketing specialist through his work for Bradford's bid for the title of European Capital of Culture 2008 from 2001-2003 and for the 'Leicester Revealed' project initiated by Leicester Shire Promotions (2003-2006). The interview highlights the importance of flagship events in place marketing, and the huge expectations which are often placed on the process of marketing cities. Place marketing is in many cases seen as a road to salvation for cities, as a way of reinventing local economies which are in structural decline or of attempting to become successful tourist destinations, in a context of increasingly fierce global competition in the tourism market. In other cases place marketing is seen as a tool to support and develop a city's distinctiveness, and to enhance local pride, a sense of community, cohesion, and belonging. Paul Brookes argues that managing the often unrealistic expectations of local politicians and policymakers, other stakeholders, the media and the general public is one of the key tasks for a good place-marketer. With regard to this, Brookes also raises the complex issue of the democratic legitimacy of unelected place marketing agencies, which in some cases make decisions which should be subject to proper scrutiny by voters.

Document Type: Research article

Publication date: 2006-11-02