Bournemouth University

10 July 2012, 10am - 4pm

Developing a Citizen Brand Ambassador Programme - Key Issues for Place Branding Strategy

Date: Tuesday 10 July 2012, 10am - 4pm

During this workshop participants will be tasked to devise solutions to the key challenges in the development of citizen brand ambassador programmes.

Workshop facilitator Keith Dinnie, of NHTV Breda University of Applied Sciences and Director of the Centre for City Branding, will present findings from his research into this topic to stimulate debate and group activities.

The workshop is highly participative and interactive, so rather than follow a traditional lecture fashion, key issues will be identified and participants will then be assigned specific tasks to work on in groups before reporting back to the other workshop participants.

A free-thinking, collaborative atmosphere will be created in order to maximise the possibilities for mutual learning between workshop participants.

The day will be structured around four main themes:

  1. Selection process for citizen brand ambassador programmes
    Who should be invited to participate?
    How to reach potential citizen ambassadors
  2. Role specification for citizen ambassadors
    What should the citizen ambassadors be asked to do?
    What interaction should occur between the citizen ambassadors and the campaign organisers?
  3. The citizen ambassador’s perspective
    Motivations to participate
    Degree of satisfaction/dissatisfaction with the experience of being a citizen ambassador
  4. Evaluating the effectiveness of citizen brand ambassador programmes
    Developing relevant metrics
    Establishing ongoing feedback loops to optimise programme performance

Benefits of attending

  • Identify the main challenges in developing citizen brand ambassador programmes
  • Learn about the negative consequences if commitment to such programmes is half-hearted
  • Think creatively how to optimise citizen brand ambassador programmes for your specific place, whether a city or region
  • Networking opportunity with like-minded professionals.

Who’s it for?

  • Policymakers at city and region level
  • Destination managers
  • Tourism professionals.

Keith Dinnie - Professional Biography

Keith Dinnie, PhD, is Director of the Centre for City Branding (CCB). He is Editor of the book City Branding - Theory and Cases, published in 2011 by Palgrave Macmillan. Formerly Associate Professor of Business at Temple University Japan in Tokyo, he now works at NHTV Breda University of Applied Sciences in the Netherlands. He is currently conducting a global study into city branding strategy, with a particular focus on the development of citizen brand ambassador programmes.

Keith has delivered keynote speeches, workshops, seminars and conference presentations in the United States, United Kingdom, France, Germany, Netherlands, Iceland, Portugal, Greece, South Africa, Malaysia, China, South Korea, and Japan. This year he will be delivering city, regional and national branding workshops and keynote speeches in Bournemouth (UK), Edinburgh (UK), Seoul (South Korea), Hertogenbosch (Netherlands), and New York (US).

For further details about Keith’s activities, see his websites:

Cost and booking information

The fee of £75.00 + VAT includes all workshop materials, lunch and refreshments. Travel costs are not included.

Places are limited and operate on a ‘first come, first served’ basis.

Book your place using our online booking form.

The deadline for bookings is 6 July 2012.

Events at the School of Tourism