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On March 12-13th, 2019, as part of PLEDDG Project, the international conference Ukraines Place in the World: Municipal Marketing and Branding took place in Kyiv, Ukraine. In the course of the two-day conference, both theoretical and practical aspects of municipal marketing and branding were discussed. The conference brought together representatives of Ukrainian central executive bodies, local governance bodies, NGOs, and Ukrainian and foreign experts. |
Talks moderated both at the plenary sessions and open discussions touched upon the following topics: he place of Ukraine in the world: national branding and marketing initiatives; ontemporary theory and practices of municipal marketing and international experience in territorial branding; Ukrainian cities in the world: municipal branding and marketing initiatives;e-branding: challenges and how to go ahead towards re-branding of Ukraine; Canadian experience and best practices in municipal marketing and branding.
In addition, as part of the conference, a range of group discussions and masterclasses on municipal branding and marketing were conducted by leading international and Ukrainian experts and practitioners with considerable experience in marketing and branding, particularly in investments and tourism promotion.
The conference was opened by PLEDDG Director Oleksandr Kucherenko, Executive Director of the Association of Ukrainian Cities Oleksandr Slobozhan, and Government Expert of Expert Group for Interaction with Institutions of the Council of Europe of Directorate of Development of Self-Governance, Territorial Organization of Power and Administrative and Territorial System of Ministry of Regional Development, Construction, and Housing and Communal Services of Ukraine Ruslan Popiuk. In their speeches, they stressed on the importance of branding and marketing of territories in the time of global competition, when cities were competing with each other for residents, recourses, and investments. In order to be competitive at the global market, it is not enough for a city to be investment-attractive one with high living standards, rich history and culture. A city must be able to present itself, to advertise and attract, in order to draw potential investors and tourists attention. Such aims may be achieved due to knowledgeable marketing and branding of cities, which, in the long run, will lead to effective local economy development.
The international experience in municipal marketing and branding, which became the topic of the second plenary session, was represented by Canadian and Polish accounts. Dan Taylor, economic development expert from Innisfil, Ontario, Canada, shared the experience of Prince Edward County. Kent McMullin, Lead Investments and Local Economic Development Expert, Edmonton, Alberta, Canada, shared how local authorities of Edmonton organized the work with investors, having shared in between some pieces of advice on successful investment marketing.
During the third plenary session, the representatives of 4 Ukrainian cities Lviv, Melitopol, Kryvyi Rih, and Vinnytsia showed the outcomes of their own marketing and branding initiatives. Ihor Lepyoshkin, who was moderating the discussion, noted that within the framework of MLED Project, which had been PLEDDGs predecessor that completed in 2014, there was launched the work over development of the citys brand and marekting strategy in partner city, Kryvyi Rih. At that time the MLED Project team was just starting up the activity in the area of branding and marketing of Ukrainian citites. And now, PLEDDG Project successfully cooperates with 8 partner cities in the field of branding and marketing of territories, providing assistance to partners, including Vinnytsia and Melitopol, to build successful marketing campaigns.
Their representatives shared the stories about creation, development and management of their cities brands and marketing strategies. The documents were developed by the citys authorities in close cooperation with PLEDDG Project.
As part of the conference, there was held a brand-show, where the participants familiarized themselves with exhibition stands of the cities active in marketing and branding activities. In particular, cities such as Vinnytsia, Berdiansk, Horishni Plavni, Lviv, Enerhodar, Ivano-Frankivsk, Melitopol, Kryvyi Rih, Yaremche, Ternopil, Nova Kakhovka, Myrhorod, Dnipro, and Drohobych showcased their branding products.
