BLOOM CONSULTING COUNTRY AND CITY BRANDING CASE STUDIES


our PLACE BRANDING CASE STUDIES


We have worked with the following governments and private Destinations around the world.
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<p>In 2016, Bloom Consulting in consortium with Kausa Central Creativa (Havas Media Group), named “Kausa Bloom”, were commissioned to develop the Paraguayan Country Brand. This project was made possible through a grant from the Inter-American Development Bank. The development of #DigitalParaguay aims at attracting Foreign Direct Investment and promoting Paraguayan exports.</p>
<p>By performing in-depth research of the Country’s appeal, Bloom Consulting has recognized the potential and strengths of Paraguay, which is actually the only South American Nation that has been experiencing constant economic growth despite the economic crisis, exceeding strong competitors such as Brazil and Argentina. The development of the Paraguayan Country Brand is a comprehensive consulting project which involves analysis, strategy development as well as the implementation of projects. Furthermore, together with an external team of creative directors, Bloom Consulting is also responsible for managing the visual identity of the new Country Brand.</p>
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    The Country Brand was launched during the Inter-American Development Bank annual meeting, which took place in Asunción on March 31st, 2017.
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Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Government of Paraguay

2016-2017
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<p>In 2014, Bloom Consulting carried out extensive research for Germany’s Tourism Board to provide a thorough analysis of its touristic appeal, and benchmark Germany’s performance compared to other European competitor Countries.</p>
<p>The research process utilized Bloom Consulting’s Digital Demand - D2© tool to provide highly detailed insights concerning online touristic behavior for Germany and a selection of European competitors. The interpretation of D2© data identified differing perceptions of Germany between neighboring and more international markets:increasing distance from Germany correlates with higher demand for stereotypical touristic activities. This conclusion formed the basis of a clear strategy for attracting tourists to Europe’s largest economy. Germany could focus on niche markets for the neighboring touristic demand, while reinforcing existing stereotypical strengths to engage with tourists from further afar.</p>
Digital Demand - D2©
Software | Report
German Tourism Board

2014-2016
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<p>The Tourism Association of Algarve contacted Bloom Consulting in 2015 in order to understand the Digital appeal of Algarve as a Destination Brand. The project specifically consisted of analyzing whether there was any dependency on specific target markets, which was confirmed. Bloom Consulting recommended to reduce Algarve’s high reliance and promote less generic and more specific products.</p>
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 Furthermore, Bloom Consulting developed a comprehensive stakeholder management program for the Tourism Association of Algarve, with the objective of attracting more associates to empower the brand locally, as well as to manage and measure the overall Destination Brand evolution. Hence, besides developing a Region Branding strategy for the external promotion of Algarve, Bloom Consulting also helped the Tourism Association of Algarve to promote themselves as an organization.
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Nation Branding and City Branding
Research | Strategy
Tourism Association of Algarve

2015
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<p>Since 2014, Bloom Consulting has been monitoring the appeal of Sweden’s touristic brand in various Countries with the Digital Demand - D2© tool. Besides a more general analysis of the digital appeal of Sweden in the Tourism Dimension, Bloom Consulting has provided the Swedish Tourism Authority with an in-depth analysis of the Countries’ appeal as a nature destination for more than 15 selected target markets, as well as with a comparison of products and services from competitors.</p>
    <p>The results of the Digital Demand - D2© analysis depicted a clear strategy for strengthening Sweden’s touristic appeal in order to maintain its position as the top Scandinavian tourist destination. Accordingly, our recommendations focused on reducing the Swedish tourism industry’s dependence on summer seasonality, as well as ensuring an increased brand promotion in both recurrent and potential markets through the segmentation of the most popular tourist attractions and activities within corresponding regions.</p>
Digital Demand - D2©
Software | Report | Consulting
Swedish tourism Authority

2014-2016
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<p>In a strategic joint venture project with Ageron Consultants, Bloom Consulting was hired to develop a Country Branding strategy and implementation project for the Polish Ministry of Economy. The project required long-term, in-depth research that covered multiple facets of the Polish investment brand. To gather integral data, we used a variety of methods to investigate the external image of the Polish Nation and its economy within its main markets for trade and investment. Our research concluded that the most valuable asset of Poland’s investment brand is its strong human capital; that is to say, its people. This discovery helped us form “Polska Power”, which was our Country Branding strategy and brand implementation which entailed involving Poland’s citizens in developing the image of their Country’s economy.</p>

<p>The project output included the development of the brand strategy, the brand concept design, a logo, marketing promotion, and brand management tools. The new Polish brand for trade and investment was launched in autumn 2011 and has been fully and successfully implemented by the Polish Ministry of Economy since then.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Polish Ministry of Economy

2011
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<p>The City Council of Abu Dhabi approached Bloom Consulting to deliver a City Branding workshop to over 50 key business stakeholders in Abu Dhabi. The workshop analyzed the City’s current global Digital perception with the aim of developing a structured strategy to improve Abu Dhabi’s Digital appeal.</p>

<p>Bloom Consulting analyzed the present status and perception of #DigitalAbuDhabi, and then went on to provide innovative brand management and brand promotion solutions, providing a comprehensive summary of what exactly a #DigitalCity is. The in-depth analysis allowed for the formulation of a central idea and a set of 20 strategic City Branding projects and activities to implement for the improvement and creation of #DigitalAbuDhabi.</p>
PLACE BRANDING TRAINING AND KEYNOTES
Keynotes | Innovation Workshops
Abu Dhabi City Council

2015
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<p>In 2016, the Munich City Council approached Bloom Consulting to gain a deeper understanding of its appeal as a City Brand in the Digital world.</p>

<p>By using the Digital Demand - D2© software, Bloom Consulting was able to segment both the domestic, as well as the international market and compare Munich to its main competitors in order to acquire specific insight into the City’s touristic demand. This analysis also gave Munich further insight into the performance of major German competitor cities.</p>
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The research revealed a distinct behavior related to the geographical proximity of each target audience to Munich. On the base of this data, Bloom Consulting recommended a tailored market segmentation strategy which involved creating specific products and services for each target audience. This enabled Munich to optimally position themselves as a tourist destination vis-à-vis their competitors.
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Digital Demand - D2©
Software
Munich City Council

2016
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<p>Bloom Consulting has been working with Visit Finland on various projects since 2014 to measure its touristic appeal, and benchmark Finland’s performance against its main competitor Countries. Bloom Consulting continues to evaluate the effect of previous recommendations and to help Visit Finland understand the insights that they have gained from using our D2© tool. </p>

<p>With the help of the Digital Demand - D2© software, Bloom Consulting was able to present detailed insights and information regarding the online touristic behavior from potential visitors to Visit Finland. This information included results for Finland’s competitors so that the Country was able to analyze their strategy in relation to their competitors’ strategy. The D2© tool also helped identify the most important target markets for Finland. Furthermore, the software enabled the measurement of the effectiveness of Digital campaigns and of new Finnish tourism offerings within the market, and showed their impact on Finland’s selected target markets.</p>
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Using these insights, Finland created a clear Country Branding strategy, which enabled the Nation to attract tourists from its largest target markets. The results of these efforts show an increase in touristic interest in Finland, which helped Finland to close the gap with its Nordic competitors. Finland’s increased appeal is expected to continue growing into the future following the series of successful campaigns and projects.</p>
Digital Demand - D2©
Software | Report
Visit Finland – Finland Tourism

2014-2016
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<p>The Abraham Path Initiative, which is an NGO that promotes the route of the journey that Abraham made through the Middle East 4’000 years ago, approached Bloom Consulting with one big challenge:Branding the impossible.</p>
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 The Abraham Path was made possible through a grant from the World Bank. It passes through several Countries in the Middle East, including areas of conflict such as Israel, the West Bank, Jordan, Syria and Iraq. The idea of the Initiative is to attract tourists to the new trail to walk in unison and peacefully protest to change people’s perceptions about the Middle East.
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 In order to tackle this task, Bloom Consulting developed a Place Brand strategy for one of the world’s most conflict-torn regions. Bloom Consulting recommended the Abraham Path not to brand the trail itself, but to brand the movement as a protest for peace. The main audience that the Abraham Path should target are adventure and outdoor tourists who live or used to live in the Countries which are a part of the trail, since the classic international audience is less likely to join the movement due to the dangers associated with hiking the trail.
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Nation Branding and City Branding
Research | Strategy | Implementation
World Bank - “Abraham Path Initiative”

2015
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<p>Bloom Consulting developed a tailored report for the Tourism Board of Austria with the objective of not only understanding the behavior and preferences of their current target markets, but also discovering new potential markets.</p>

<p>Through our proprietary Digital Demand - D2© tool, we were able to see the differences between Austria's appeal to European Countries, North America and the Asian emerging markets. Based on the different expectations and demand from the target markets, Bloom Consulting was able to provide a set of recommendations regarding the best way to approach and maintain positive relationships with these potential tourists.</p>
Digital Demand - D2©
Report
Austrian Tourism Office

2014
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<p>The investment promotion agency of Cape Verde (CVI) contacted Bloom Consulting in 2015 with the objective of creating a Country Branding strategy to increase the appeal of Cape Verde to foreign direct investors. It was essential for the project to find the differentiating factors that make Cape Verde stand out in the eyes of international investors.</p>

<p>With the support of the Cape Verdean government and its most important key stakeholders, it was possible to find out which aspects of the local culture played an important role for the attraction of FDI:stability, kindness and the welcoming nature of the people, all of which can be summed up with a Cape Verdean word:“Morabeza”.</p>

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Consequently, the Country Branding strategy was aligned with this sentiment. Bloom Consulting suggested to push forward the idea which aimed at making investors feel welcomed by guiding and helping them throughout the whole investment process. The strategy allowed for international investors to feel cared for and supported and therefore created a feeling of trust which enabled Cape Verde to build relationships with them.
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Additionally, Bloom Consulting recommended that Cape Verde should further focus on investing in the tourism industry, expand tourism real estate, and position themselves as a center of business logistics. Furthermore, Bloom Consulting created approximately 20 projects to help establish a positive perception of Cape Verde within key markets, such as BENELUX, the United Kingdom and Spain.
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Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Cabo Verde Invesimentos (CVI)

2015
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<p>Bloom Consulting was asked to advise the Seychelles Tourism Board on management strategies for their Destination Brand, as well as on optimal brand positioning methodologies within selected target markets.</p>

<p>With the results obtained from our Digital Demand - D2© tool we were able to determine the global relevance of the Seychelles’ tourism industry across a variety of tourism segments. Our analysis revealed a clear strategic path for the Seychelles Tourism Board to assume:the international promotion of the archipelago as a diverse tourist destination with far more attractions than just the beach. Our recommendations also provided a detailed breakdown of the Seychelles’ touristic appeal across selected tourism segments – most specifically Honeymoons and Luxury Tourism – as well as the most effective strategies for promotion within emerging target markets.</p>
Digital Demand - D2©
Software | Report
Seychelles Tourism Board

2014-2015
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<p>In 2016, the City of Buenos Aires contacted Bloom Consulting with the request to measure the digital appeal of Buenos Aires and develop a strategy to promote the City as a tourism destination. </p>

<p>The analysis Bloom Consulting conducted using the Digital Demand - D2© software revealed that Buenos Aires was no longer one of the sole leading City Brands of South America. The number of searches performed about the City has been decreasing in the past two years, whereas the digital appeal of most other major South American Cities has been constantly increasing. We pointed out that although Buenos Aires is still the second most searched for City in South America after Rio de Janeiro, they have to take action to ensure sustainable future growth of their City Brand.</p>
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Bloom Consulting recommended the City of Buenos Aires to promote the cultural assets the City already has in order to increase their appeal. Furthermore, we suggested targeting other non-South American destinations, as those are the audiences who have been performing an increasing number of tourism-related searches directed towards Buenos Aires. Based on the seasonality in searches, we suggested implementing more promotional activities in a specific time-span.
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Digital Demand - D2©
Software | Report
City of Buenos Aires

2015
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                                    <p>The investment promotion agency of Bulgaria, InvestBulgaria, hired Bloom Consulting to develop its branding strategy during a critical moment in its history:Bulgaria’s integration into the European Union. Due to the work of former Prime Minister and King H.M. Simeon Saxe-Coburg-Gotha, Bulgaria had made remarkable socioeconomic progress. Nevertheless, the government was aware of the fact that that Bulgaria could not rely on its achievements to date, as its lack of a favorable brand perception was limiting further growth and strategic venture capital investment in the Country.</p>
                <p>Therefore, Bloom Consulting, in collaboration with the Bulgarian Government, created a short- to medium-term strategy projection for developing Bulgaria’s investment brand, with the objective of defining the Country as a stable center for venture capital investments, with the potential to attract €50 million per year in Venture Capital by 2015.</p>
                          <p>The results of our strategy were spectacular:our ten-year projection was achieved in only three years. The stagnating investment growth in 2005 (the year we initiated the project) was entirely reversed, with venture capital investments vastly increasing by €560 million in the first year. This result was ten times greater than what we had originally projected, and successfully moved Bulgaria from the thirteenth to the first position of the 2010 CEE ranking.</p>
Nation Branding and City Branding
Research | Strategy
Invest. Bulgarian Agency

2005
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<p>The Madrid Regional Government Tourism Authority contacted Bloom Consulting to measure the appeal of Madrid’s existing City Brand by means of a benchmark of its Digital Demand - D2© in relation to that of other European Cities. These included Paris, London, Berlin, Amsterdam, Rome, and Barcelona.</p>
                                    <p>GThanks to Bloom Consulting’s proprietary Digital Demand - D2© tool, our experts advised the Madrid Regional Government on the raw touristic appeal of the City in comparison to its competitors, and developed effective strategies for repositioning the City’s brand in an effort to reverse decreasing tourism revenues in Madrid.</p>
<p>Our recommendations were designed to strengthen Madrid’s appeal in untapped tourism segments, as well as to reinforce the City’s main touristic target markets.</p>
Digital Demand - D2©
Report
Madrid Tourism Authority

2014
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<p>Bloom Consulting has been working together with the Latvian Investment Development Agency (LIAA) since 2005. We have worked on numerous projects to focus on the multiple different sectors that were considered to be strategic for Latvia, with the aim of increasing the appeal that Latvia has to foreign direct investors.</p>

<p>The result of our collaboration for the development of the Nation Brand strategy can be summarized with the POLARIS Process ®, a unique investment methodology specifically tailored to increase the growth of the Latvian economy and investment rate. The POLARIS Process ® is the result of the alliance between the Latvian public sector, the local and national government, the private sector, as well as leading Latvian research institutions and universities. This gave investors access to all of these resources and enabled them to profit from the synergy that this mix creates, which guarantees the best results for the development of projects financed by international investors.</p>

<p>At this point in time, Bloom Consulting continues to provide insights and advice to LIAA. Our experts closely follow the implementation and growth of the POLARIS Process ®. Furthermore, they assist and provide seminars, lectures and events organized for the LIAA.</p>

<p>Since 2014, Bloom Consulting has focused more on the development of strategies and the analysis of “Made in Latvia” products. The tasks and projects include the segmentation of the profiles of foreign investors and international consumers. The scope of these projects also includes a strategic marketing plan. Furthermore, Bloom Consulting developed a strategy for Country Branding Innovation to boost Latvia’s appeal as a #DigitalCountry.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Latvian Invest. Dev. Agency (LIAA)

2005 - 2016
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                                    <p>With a tourism industry historically dependent on summer visitors from neighboring Baltic, Scandinavian, and Eastern European Countries, Latvia Travel hired Bloom Consulting in 2014 to assess its Country’s touristic brand appeal within Nations outside of local European markets, seeking strategic advice for tourism promotion in formerly underutilized regions.</p>

                                  <p>Our Digital Demand - D2 © tool successfully identified trends and methods useful for strengthening Latvia’s touristic brand appeal within potential non-European target markets. Through our recommendations, Latvia Travel was further able to discover approaches for rectifying their skewed tourism seasonality, as well as compare their Nation’s touristic brand appeal with a benchmark of similar European tourist destinations.</p>

                                    <p>Latvia Travel approached Bloom Consulting again in 2016 in order to analyze the effect that their efforts had following our previous advice. We were able to measure the impact of their new strategy by using the Digital Demand - D2 © tool again.</p>
Digital Demand - D2©
Software | Report
Latvian Invest. Dev. Agency (LIAA)

2014 - 2016
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<p>Since 2015, Bloom Consulting has been providing Innovation Norway with insights into Norway’s touristic Digital appeal. The analyses we have performed so far have been twofold:Besides providing them with an analysis of the general touristic Digital demand, we also measured the effects that their promotional efforts for specific activities.</p>

<p>By using our proprietary Digital Demand - D2© software, we were able to evaluate and monitor the Digital performance of Innovation Norway’s specific campaigns. We could see during which months which type of campaigns had the most impact on which target audience. Innovation Norway implemented the strategic recommendations we gave them which we based on these findings. Linking the insights we obtained from the Digital Demand - D2© software with their promotional activities for these three products has had a successful effect on the touristic Digital demand for these specific activities in Norway.</p>
Digital Demand - D2©
Software | Report
Innovation Norway

2015-2016
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<p>By request of the European Travel Commission (ETC), Bloom Consulting researched the Digital Demand - D2© of international tourists for “Destination Europe”. The principal objective of this research was to measure and evaluate the touristic appeal of “Destination Europe” in the world.</p>

<p>Based on our Digital Demand - D2© results for tourism-related activities in 36 Countries in Europe, we were able to provide an accurate comparison of Destination Europe to other Regions, which enabled us to determine the positioning of its touristic brand appeal. The study also revealed the “European Touristic Powerhouses”, which are the Countries that contribute the most to the Digital Demand for Europe 36. The most interesting touristic attractions Europe 36 offers to international tourists are related to Gastronomy and Beaches. The results of the analysis showed that Destination Europe’s Digital Demand is highly influenced by seasonality which is mostly concentrated in the first seven months of the year.</p>
Digital Demand - D2©
Report
European Travel Commission

2015
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                                    <p>The Spanish Trade and Investment Agency (ICEX) hired Bloom Consulting to generate a new strategy focusing on strengthening the Spanish trade and investment brand through collaboration with private companies.<p>

<p>Bloom Consulting approached the project by developing an effective methodology and strategy for ICEX that ultimately facilitated the creation of a platform for Spanish SME’s to foster their private, individual brands both nationally and internationally, attracting, and subsequently increasing total investment and the appeal of the Spanish Nation Brand.</p>

<p>The final output of Bloom Consulting’s efforts saw the successful training of over 3,000 Spanish SME’s in the domain and functioning of the platform, executed through the development of a management strategy and branding software.</p>
Nation Branding and City Branding
Research | Strategy | Implementation
Spanish Trade & Investment Agency

2005 - 2006
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<p>The Costa Rican Investment Promotion Agency (CINDE) hired Bloom Consulting to carry out a detailed analysis of Costa Rica’s appeal to potential foreign investors and to assess the Country’s investment brand in the international context. Additionally, the client requested a comparison of Costa Rica’s relative performance in the investment sector against its most important competitor Countries.</p>

<p>The research conducted using the Digital Demand - D2© tool provided investment-related online search data by potential investors and reflected the impact that Costa Rica’s investment brand has on various types of investors. The study demonstrated that Costa Rica’s investment demand has high potential to grow with respect to its main competitors, since there is an increased online interest in the general economic and investment climate in the Country. Costa Rica had also been experimenting with various policies, in relation to green energies, and we managed to see the impact they had on the international perception, and overall Digital Demand of the Country with our D2© tool. This was a very interesting insight as we could properly track the progress of the government’s work and we could hence provide them with recommendations on how to improve their appeal at the heart of the international community of investors.</p>
Digital Demand - D2©
Software | Report
Costa Rican Investment Promotion Agency

2015-2016
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<p>The Costa Rican Exports Promotion Agency (PROCOMER) commissioned Bloom Consulting together with PlaceMatters to evaluate the 'Esencial Costa Rica' Country Brand Strategy from a Tourism, Exports and Investment perspective. Furthermore, the client requested a comparison of Costa Rica’s relative performance against four selected competitor Countries. Moreover, an analysis of 20 selected target markets was made. In addition to the assessment of the Country Brand, Bloom Consulting and PlaceMatters were asked toprovide strategic recommendations for the Country’s Nation Branding strategy.</p>

<p>The research conducted using the Digital Demand - D2© software revealed that Costa Rica particularly stands out as a strong contender in the Tourism Dimension, where it has not only received a large number of searches compared to its competitors, but has also been experiencing high growth.</p>


<p>The analysis of Costa Rica’s positioning in the three most recent Bloom Consulting Country Brand Ranking© Tourism and Trade editions showed that the Country is clearly on the rise, both on a global and regional level (the Americas) in the Tourism edition. In the Trade edition, Costa Rica has been performing fairly well, but has very strong direct competitors.</p>


<p>Finally, a qualitative study performed with over 800 international tourists and businesspeople revealed that Costa Rica is perceived as the most appealing Tourism Destination among its competitors, and that these perceptions have been steadily improving over the past three years. Furthermore, international businesspeople believe that Costa Rica is a more appealing Country to do Business with than its competitors and that, again, these perceptions have strongly improved over the past three years.</p>
Nation Branding and City Branding
Research | Strategy
Costa Rican Exports Promotion Agency

2017
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<p>The City of Helsinki hired Bloom Consulting to measure Helsinki’s touristic appeal and positioning amongst other Northern European capitals.</p>
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 The study which was conducted by using Bloom Consulting’s proprietary Digital Demand - D2© tool provided access to a new set of metrics and key performance indicators (KPIs) which provide the City of Helsinki insight about their Destination Brand for tourism, of the domestic market behavior, as well as of the City’s competitors. Additionally, the study included an analysis of the Digital demand for the City of several selected target markets.
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<p>The analysis showed that potential tourists from different target markets have different preferences and expectations regarding tourism-related activities in Helsinki. The City is mostly perceived as an interesting destination for Leisure and Entertainment activities as well as for Culture and Art. Thus, Bloom Consulting provided the City of Helsinki with a set of recommendations for the development of a marketing plan which focuses on the promotion of their #DigitalCity</p>
Digital Demand - D2©
Report
City of Helsinki

2015
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<p>Bloom Consulting was commissioned to create a joint tourism strategy for five distinct neighboring Regions in the southwest of Portugal. Aside from the complexities of branding multiple municipalities, the main challenge of the project was to establish a development strategy capable of revitalizing a tourism industry that contended with high summer seasonality, as well as low infrastructure and services.</p>


<p>Detailed research of the behavior of international tourists and extensive consultation with local stakeholders revealed that although low infrastructure and services may have sounded limiting, the untouched, non-touristic feel was precisely what tourists appreciated about the Region. Following these results, Bloom Consulting developed a Place Brand strategy aimed at creating a longer tourism season by attracting visitors in the spring and autumn months. These visitors would be more likely to stay in the Region for longer durations and subsequently spend greater amounts of money within the tourism sector. Furthermore, the Place Brand strategy had a strong focus on sustainability in order to maintain South West Portugal as a unique and untouched destination.</p>


<p>The implementation of the new strategy ensured sustainable growth for the Region whilst simultaneously benefitting the local tourism industry. Bloom Consulting’s Place Brand strategy has positively impacted the local economy of these Regions over the last five years, and has projected to increase regional GDP by 13%, more than double the defined projection from the previous tourism strategy.</p>
Nation Branding and City Branding
Research | Strategy | Implementation
South West portugal

2012
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<p>The Export and Investment Promotion Agency of El Salvador (PROESA) contacted Bloom Consulting in 2016 in order to gain a better understanding of their Digital appeal as an investment destination. For Bloom Consulting, this did not only imply researching El Salvador’s target audiences and finding out which socio-economic factors potential investors were searching for, but also to understand the Country’s competitive positioning in Central America.</p>
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 The research conducted using the Digital Demand - D2© software indicated that El Salvador’s Digital appeal had been increasing despite the challenge the Country has been facing related to their crime rates. The increase in the Country’s Digital appeal was especially related to their economic strength and labor pool.
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 Based on these findings, Bloom Consulting suggested a strategy to improve El Salvador’s Digital appeal. Bloom Consulting recommended PROESA to promote the growing economic strength of El Salvador and to geographically segment their target markets in order to attract the audiences with the highest potential to invest in the Country.
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Digital Demand - D2©
Software | Report
Export and Investment Promotion Agency of El Salvador (PROESA)

2016
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<p>The Aruban Tourism Authority commissioned Bloom Consulting to provide services using the Digital Demand - D2© software. The objective was to assess the demand for tourist attractions and activities in Aruba, a popular destination for tourists from neighboring North and South American Countries, from its less prominent European market.</p>
<p>The D2© tool provided the Aruban Tourism Authority with a concrete measurement of the Island’s attractiveness within selected European markets and allowed Bloom Consulting’s experts to compare the behavior of target market visitors to the behavior of main market visitors. The detailed segmentation of ten European inbound markets allowed for further strategic brand positioning recommendations to be made for these target markets.</p>
Digital Demand - D2©
Report
ARUBAN TOURISM AUTHORITY

2014
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                                    <p>Bloom Consulting was given the challenge of designing, developing and implementing a branding strategy for a new City near Belo Horizonte, which is the third most populous metropolitan City of Brazil, following São Paulo and Rio de Janeiro.</p>
                                   <p>Our proposed strategy was designed to attract tourists and investors while simultaneously recruiting local stakeholders to create a new City from scratch around a single industry cluster – textile and fashion. Our objective was to create an “inspiring destination” from both a business and a socioeconomic point of view. The project output included the development of a Place brand strategy, a brand concept outline, target market segmentation, marketing strategy, economic projections, brand management and brand monitoring tools.</p>

<p>Bloom Consulting predicted that the economic impact of the project would be equivalent to 44% of the local GDP of the northern district of Belo Horizonte thanks to the branding strategy.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Fashion City Brasil

2012
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<p>The Jamaican Promotions Corporation (JAMRPO) approached Bloom Consulting with the task to holistically assess the Jamaican Nation Brand. This assessment formed part of a Nation Branding program which was to be initiated in the Country. The appeal of Jamaica in the five Dimensions National Prominence, Tourism, Talent, Investment and Exports, was analyzed by using the Digital Demand – D2© software. Additionally, the appeal of Jamaica’s most important Brands was also assessed with the D2© software. Furthermore, Jamaica’s Country Brand was also evaluated by using three most recent Bloom Consulting Country Brand Ranking© Tourism and Trade editions, as well as Forecasts of the CBR© 2019/2020 Tourism and Trade editions. Furthermore, JAMPRO requested a comparison of Jamaica’s relative performance in the five Dimensions against five selected competitor Countries. Moreover, an analysis of 10 selected target markets was made.</p>

<p>The research conducted using the Digital Demand D2© software revealed that Jamaica performs particularly well in the National Prominence and the Exports Dimensions, where it currently ranks 2nd in the competitor. The research also revealed that Jamaica’s most prominent Brands were Usain Bolt and Bob Marley and that the 2016 Olympic Games had an impact on the appeal of Jamaica’s most prominent Destinations.</p>
<p>The analysis of Jamaica’s positioning in the three most recent Bloom Consulting Country Brand Ranking© Tourism and Trade editions showed that the Country is performing well in both rakings. However due to strong competition, Jamaica’s main priority in terms of Country Branding should be to secure its position and maintain its appeal within the regional context.</p>
Nation Branding and City Branding
Research
Jamaican Promotions Corporation

2017
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<p>Riga was a European Capital of Culture in 2014, which entailed organizing approximately 200 projects and events related to culture. The City of Riga contacted Bloom Consulting in 2015 to measure how their status as Culture Capital affected the touristic demand for the City.</p>
                                    <p>Using the Digital Demand - D2© software enabled Bloom Consulting to measure the increase in the touristic Digital demand in general and therefore see how Riga being a European Culture Capital impacted the overall perception of the City as a culture destination. Furthermore, Bloom Consulting was able to provide the City of Riga with in-depth information about which target audiences were searching for which specific touristic activities and attractions in the City.</p>
<p>
While an increase in the touristic Digital demand for Riga could be observed with the Digital Demand - D2© software in the short-run, Bloom Consulting did not see a significant impact of Riga being a Culture Capital in their touristic Digital demand.
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Digital Demand - D2©
Software | Report
Live Riga (City of Riga)

2015-2016
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<p>Bloom Consulting was approached to develop a pro-bono strategy for the Government of Portugal intended to embody the nation’s vision:to empower the Portuguese people under the portrayal of their country as a hub for innovation, technology, and creativity. Given the looming possibility of a nationwide economic crisis, this was a very ambitious project.

<p>Based on Portugal’s proposed criteria and our subsequent research findings, our experts proposed a strategy for managing the intangible Portuguese assets of innovation, technology, and creativity in a unique way that would allow the country to stand out and prosper on a global level.

<p>Our research resulted in the creation of Portugal’s “RealCreativity™” brand concept, designed to represent an innovative, “Portuguese” way of thinking supported by the nation’s rich history of global explorers. The new brand has successfully shown that Portugal is an adaptive nation despite any extreme circumstances it might find itself in, always able to solve problems and generate new, innovative ideas.
Nation Branding and City Branding
Research | Strategy
government of portugal

2007
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<p>Turismo de Portugal approached Bloom Consulting seeking analysis of Portugal’s attractiveness towards international tourists. The Nation wanted to understand and gain analysis of its level of online demand from key target markets.</p>
<p>Using Bloom Consulting’s proprietary tool, Digital Demand (D2©), Turismo de Portugal gained valuable insights and our analysis revealed that Portugal is the most searched for destination in the world with regards to surfing related tourism. This proved to be useful in the development of a clear strategy for strengthening Portugal’s appeal towards potential tourists within their specific target markets.</p>
Digital Demand - D2©
Report
Turismo de Portugal

2007
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<p>With a tourism industry historically dependent on summer visitors from neighboring Baltic, Scandinavian, and Eastern European Countries, Latvia Travel hired Bloom Consulting in 2014 to assess its Country’s touristic brand appeal within Nations outside of local European markets, seeking strategic advice for tourism promotion in formerly underutilized regions.</p>

<p>Our Digital Demand - D2 © tool successfully identified trends and methods useful for strengthening Latvia’s touristic brand appeal within potential non-European target markets. Through our recommendations, Latvia Travel was further able to discover approaches for rectifying their skewed tourism seasonality, as well as compare their Nation’s touristic brand appeal with a benchmark of similar European tourist destinations.</p>

<p>Latvia Travel approached Bloom Consulting again in 2016 in order to analyze the effect that their efforts had following our previous advice. We were able to measure the impact of their new strategy by using the Digital Demand - D2 © tool again.</p>
Digital Demand - D2©
Software | Report
Latvia Travel

2014 - 2016
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                                    <p>Despite its vast territory and reputation for high educational standards at its famous universities (such as the University of Salamanca, which is the oldest university of Spain), the Region of Castilla y León has suffered from a “talent exodus” since before Spain’s economic crisis. The government of Castilla y León approached Bloom Consulting in order to reverse this trend and attract Foreign Direct Investment.</p>
<p>The regional government of Castilla y León commissioned Bloom Consulting to assess the perception of their Region Brand in the Talent and Investment Dimension, both nationally and internationally. The results of our research ultimately enabled Castilla y León to identify the most strategic economic sectors for investment, as well as key national and international target audiences for their promotional efforts.</p>
Nation Branding and City Branding
Research | Strategy
Castilla y León Government

2008
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                                    <p>In 2016, Koenig and Partners hired Bloom Consulting to research Ecuador’s Country Brand in the Tourism Dimension and compare it to selected Latin American competitors. In addition to obtaining a general overview of the Digital demand for tourism in Ecuador, Bloom Consulting was asked to measure the impact of the “All You Need is Ecuador” campaign which was created for the Ministry of Tourism by Koenig and Partners. The campaign was launched in June 2014 involved placing each individual letter of the slogan “All You Need is Ecuador” in iconic places of 19 Cities around the world. The 6-meter-tall letters were interactive, e.g. inviting people to take pictures with the letter and posting them on social media with the hashtag #allyouneedisecuador.</p>
                                   <p>Bloom Consulting used their proprietary Digital Demand - D2© software to conduct the research. The study revealed that searches performed by global citizens towards Ecuador increased by 35% in the month of the launch of the campaign. Based on the findings of the study, Bloom Consulting made several recommendations for the short, medium and long-term, which should enable Ecuador to further boost its Country Brand.</p>
Digital Demand - D2©
Software | Report
Ministry of Tourism of Ecuador / Koenig and Partners (Private Inv.)

2016
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                                    <p>The Tourism Board of Oporto and the Northern Region of Portugal hired Bloom Consulting seeking analysis of the Region’s appeal as a City break destination and the Region’s attractiveness towards international tourists. The client was also interested in understanding the way that they are perceived by potential visitors, and the level of awareness that these visitors have about the Region.</p>
                                   <p>Using Bloom Consulting’s proprietary tool Digital Demand - D2©, we were able to highlight which markets are Oporto and Northern Portugal’s main markets.</p>
                                   <p>
                                   This project outlined the importance of coherent Place Branding, as it became clear that potential tourists held certain misconceptions about the City of Oporto versus the Region itself.</p>
Digital Demand - D2©
Software | Report
Turismo do Porto e Norte de Portugal

2015
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                                    <p>In fierce competition with Barcelona to attract foreign direct investment, the investment agency of the regional government of Madrid (Invest in Madrid Agency) commissioned Bloom Consulting to develop and implement the launch of a new Place Brand for the City. The objective of the strategy was to portray Madrid as an international hub for commerce and innovation.</p>
<p>Together with an external team of creative directors, Bloom Consulting created a targeted printed media campaign conveying the “Strong Soft Facts” about Madrid as a top lifestyle and investment destination. The campaign was designed around the concept of “reinventing the language of business,” in order to reflect Madrid’s aim of initiating a new attitude towards the City as a business hub.</p>
<p>Bloom Consulting contributed in the development of new definitions for business terms:GDP, for example, was redefined as “Growth Defined by Productivity,” highlighting the efficiency of Madrid’s workforce. These terms were the basis for a set of communication strategies that were created with the intention of being published in top international printed media outlets, including The Economist, The Wall Street Journal and The Financial Times.</p>
Nation Branding and City Branding
Research | Strategy | Implementation
Invest in Madrid Agency

2005 - 2007
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<p>The municipality of Vitoria Gasteiz, home to the capital of the Spanish Basque Country, commissioned Bloom Consulting to design, organize, and deliver a workshop for regional developers centered on City Branding.</p>
<p>Our experts held a productive workshop session that focused on aligning the current City Branding strategy with local needs. This workshop resulted in the formulation of ideas for a strategic plan in order to revitalize the City and Region Brand, combining key focus areas with the more comprehensive City Brand strategy that was already in place.</p>
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PLACE BRANDING TRAINING AND KEYNOTES
Training | Innovation Workshops
Vitoria City Government

2009
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<p>Bloom Consulting was approached by a private investor to advise the mayor of Miami City on how to position the Miami City Brand as a “Global City” by utilizing its reputation as being on the forefront of American pop culture to establish itself as the new “Media Capital” of the Americas.</p>
<p>Bloom Consulting used their proprietary research methods to develop a strategy that encompassed the City’s needs. The branding strategy was developed by focusing on and taking advantage of Miami’s cultural prominence.</p>
<p>The research highlighted the fact that Miami holds a great leverage in the domains of culture, broadcasting and music. By applying the suggested strategy, the City was successfully encouraged to promote itself as a business location for information technology. Bloom Consulting specifically advised Miami to focus on Latin American clients as their target market due to the region’s importance to the economic future of the USA.</p>
Nation Branding and City Branding
Strategy
Miami City (Private Inv.)

2013
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                                    <p>Bloom Consulting was employed by the Tourism Cluster Herzegovina to develop a comprehensive study with the objective of measuring the touristic Digital appeal of both Bosnia and Herzegovina as a Country and Herzegovina as a Region. Additionally, the analysis conducted by Bloom Consulting was aimed to identify the most important target markets and their main touristic interests in Bosnia and Herzegovina, as well as in the Region of Herzegovina.</p>
<p>The results of the study performed with the Digital Demand - D2© tool showed poor Digital presence and interest in Bosnia and Herzegovina’s tourism offers on a National, as well as on a Regional level. Based on the results of the analysis, Bloom Consulting was able to develop a clear Place Branding strategy which included the creation of Herzegovina’s Regional touristic brand through its Cities and touristic destinations. The strategy also entailed additional studies to understand external perceptions of the Country and the Region of Herzegovina in order to define their key strategic positioning and unique touristic offers.</p>
Digital Demand - D2©
Report
Tourism Cluster Herzegovina

2015
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                                    <p>A private Portuguese resort fund commissioned Bloom Consulting to develop a Place Brand strategy for Alqueva, a district in the South East of Portugal. The crucial challenge of the project was to promote the Region as a sustainable tourism destination.</p>
<p>Bloom Consulting assessed, in detail, the way in which Alqueva’s tourism brand is perceived on a global scale. Our experts also examined the Region’s prominence and deduced that the Region fails to maintain significant presence or appeal on an international level. This conclusion inspired the creation of a new brand positioning for Alqueva, targeted towards a niche tourism segment across seven different Regions.</p>
<p>This project resulted in the formulation of a previously nonexistent Region Brand in collaboration with urban planners and architects. Bloom Consulting also developed recommendations for the successful implementation of the new branding strategy.</p>
Nation Branding and City Branding
Research | Strategy
Alqueva Region (Private Inv.)

2007
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                                    <p>Macao’s Tourism Board hired Bloom Consulting to launch a project over a period of two years, with the aim of understanding the perceptions that potential tourists from Spain and Portugal have about Macao. The promotion agency of Macao also wanted to understand how to expand their tourism offer as well as increase trade and promotional efforts.</p>
<p>Using our Digital Demand - D2© software we were also able to analyze the perception of Macao in comparison to its competitors such as Hong Kong and Singapore. Macao’s promotion agency in Portugal monitored the appeal of Macao in Iberia over the 2-year period of the project and concluded that there is more to Macao than people realize, the Region offers more than just gambling. Our results analyzed the behaviors of the two Iberian markets (Spain and Portugal) to assess the cultural proximity of potential visitors. Visitors from Portugal proved to have a deeper understanding about Macao as it is a former territory.</p>
<p>
This project resulted in growth for Macao, following our comparison of the behaviors of these two markets to global behavior trends around Macao.
</p>
Digital Demand - D2©
Report
Macao – Promotion Agency

2015-2016
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<p>Bloom Consulting was approached by the Malta Tourism Authority to investigate the appeal of the Country’s tourism brand in an international context, with the aim of acquiring insight into the segmentation of the Nation’s touristic appeal within key European target markets.</p>
                                    <p>The research conducted using Bloom Consulting’s proprietary Digital Demand - D2 © tool provided the Malta Tourism Authority with detailed explanations of what currently attracts the most tourists to the Country, as well as an assessment of the importance of the Nation’s emerging tourist attractions and activities across ten selected target markets. Bloom Consulting further provided recommendations for the future inclusion of underused Maltese tourism assets in international promotion strategies by encouraging the development of a strategy for utilizing the Country’s untapped cultural and historical heritage. </p>
Digital Demand - D2©
Report
Malta Tourism Authority

2014
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<p>Idanha-a-Nova, a small Portuguese municipality with 10’000 inhabitants, reached out to Bloom Consulting to come up with a strategy to attract citizens who are looking for a new lifestyle of living in a rural area surrounded by nature. Idanha wanted to counteract the increasing trend of young professionals moving to big Cities as a consequence of the financial crisis.
</p>

<p>The strategy Bloom Consulting recommended had positive results, which was mainly due to the implementation of the “Restart in Idanha” program. Bloom Consulting came up with four programs which were implemented:“Green Valley”, which helps stimulate innovation and attract entrepreneurs, “Live”, which secures the integration of new families in Idanha, “Experiment”, which promotes Idanha as a seasonal touristic destination, and “Made In” which incentivizes the export of local products. We achieved these four projects by conducting interviews, which enabled the creation of extensive reports, and by analyzing the Digital Demand for Investment, Talent and Tourism in Idanha.
</p>

<p>Bloom Consulting used the results of the analysis to closely accompany the program. Since 2014, Bloom Consulting has been responsible for the Brand Management, which involves the supervision of the overall communication, public relations and advertising. The “Restart in Idanha” program proved to be successful:The “talent exodus” was stopped. Additionally, within 6 months of implementing the new strategy, 300 families expressed a real desire to move to Idanha and restart their lives.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Municipality of Idanha-a-Nova

2014 - 2017
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                                    <p>Bloom Consulting, in a strategic joint venture project with a software company, was requested to conduct a study assessing the talent attraction risk of a new mining investment in the City of Tete, Mozambique.</p>


    <p>As we began the project, our experts had to tackle the challenge of gathering necessary data from the limited regional information available in order conduct a comprehensive initial assessment of local talent and calculate the potential gap between the talent demands of the investment and the talent supply of Tete. By taking advantage of our proprietary methodologies and key network connections, we were able to collect and analyze data related to the Talent Dimension of the Country which had previously been unavailable in Mozambique.</p>

<p>Our efforts led to the production of a Talent Index, spanning every region in Mozambique, which successfully measured local talent gaps in the short-, medium-, and long-term. Our analysis contributed to the development of several cost-benefit scenarios, focusing not only on the cost of attracting talent from other regions in Mozambique and overseas, but also on forecasting the most cost-effective way to train and relocate local talent.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Tete City (Private Inv.)

2012
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