International Place Branding Association Conference

Researcher Catia Rebelo, based at the Sustainable Places Research Institute presented her work on the analysis of Ambassadors’ networks at the Inaugural conference of the International Place Branding Association.

Her work is exploring the role of private sector businesses in supporting sustainable place-shaping through their enrolment in formal ‘place ambassador’ schemes. Place ambassadors are owners of local businesses who share with visitors the distinctiveness of the local wildlife, history, cultural heritage and geology.

Speaking about her presentation, Catia said: “My work provides insights into how to create connections between the public, community and private sector in sustainable place-shaping, by capitalising on local knowledge and enthusiasm for promoting meaningful experiences of place. My work programme will assess the role of Place ambassadors in developing sustainable-place shaping projects and initiatives which have been developed in Wales and especially in the Brecon Beacons National Park area. I will identify ‘road maps’ and toolkits for creating community development from sustainable energy, tourism, food and forestry projects.”

Catia presented ‘Towards a new conceptualization of place branding through the analysis of Ambassadors’ networks’ at the conference held in London 7 to 8 December. The Conference brought together scholars, practitioners and students of place branding and related fields, and included a forum for the exchange of ideas around the theory and practice of place branding, linking the members of the international place branding community in a beneficial manner.