Country Branding
In our global society, countries, regions and cities compete to attract investment and tourism to their shores. International image or reputation is an important factor which determines a country’s success in hosting a major sporting event, attracting new technology or infrastructure investments, or being selected as the next destination for a major blockbuster.
Bell Pottinger Business & Brand specialises in the protection and management of reputations for countries, companies and influential people worldwide – communicating across cultures and boundaries. We have worked for governments from Asia and Eastern Europe to Africa and have implemented inward investment, tourism and sporting campaigns for China, Egypt, Singapore, Hong Kong, Qatar, Sri Lanka, Ghana, Marrakesh, Madrid, London and New York. Our service offering includes strategic positioning and messaging, international media relations, stakeholder programmes, global event support, and developing promotional materials, especially digital and visual content.
CASE STUDIES
Business & Brand was tasked with attracting investment into Ukraine’s hotel sector in preparation for hosting the European Football Championship in 2012
Our objective was to engage a diverse audience of international hotel groups, real estate developers, local and international investors and the wider global business community.
We proposed implementing an international investment forum to provide a platform to showcase government incentives and the improved business climate. The event enabled investors to engage directly with government representatives, including the vice Prime Minister, and also provided a strong hook to attract international media interest.
Our forum attracted attendees from the world’s leading hotel brands – several of which went on to express interest in investing. A strong media presence resulted in widespread national and international coverage.
We were tasked with promoting strong mining investment in Afghanistan following government steps to support the mining sector and legislation supporting foreign direct investment.
Business & Brand ran a London-based symposium to raise awareness of Afghanistan’s mineral mining opportunities with senior decision-makers in the international mining community and influential media. We managed the attendance and keynote speech by the Minister of Mines and geological experts, highlighting Afghanistan’s immense natural resources and the role of mining in the country’s long-term economic prosperity.
The symposium attracted a high-profile gathering of C-suite figures from mining companies and specialist investors. We arranged a press conference for specialist mining industry press and set up exclusive national media interviews with the Minister of Mines, securing coverage in the Financial Times, Times, Telegraph, Economist, BBC, CNN, CNBC and Al Jazeera.