TOURL AIM

In the global world we live in, it is more and more important for each destination to enhance its competitiveness. Acknowledging the influence of global public opinion on international and national affairs could help place brands to compete more effectively. One of the instruments to build a public-orientated approach is being where people are and touching them in their own context. Here is where the usage of Internet and new media finds its role in place branding strategies. Trends like putting emphasis on the optimization of the destination’s official websites, introducing mobile marketing through technological applications and using social media are in the spotlight of the DMOs who try to build a more personal interaction with the public.

Nowadays, online branding is offering the opportunity to experience a destination in a vivid and interactive way. If we get a clear picture on the importance of online place branding, we could also overcome the challenges faced by traditional, off-line place branding.

TOURL is the first International Conference specifically dedicated to online place branding. It is designed to cover the emerging topic of Internet as communication tool for place brands. Its aim is to build a basis of ‘analogical networks’ for experts all over the world to get together face-to-face. That way, we could learn from each other’s experience and generate development opportunities in place brand communication strategies. 

TOURL PUBLIC

The conference addresses a large pool of professionals: researchers, academics, place branding practitioners and policy makers.

The conference is conceived so as to help all the different layers of place branding practice and theory to build a common platform of sharing and enriching our knowledge on the topic. Delegates will have the opportunity to participate in presentations and round-tables covering the most relevant topics of the matter: starting with theoretical contributions to develop the area of place branding, covering the challenges of managing a place brand, to new trends in the communication of place brands, with a focus on online development.

WHY TOURL IN BARCELONA

Avant-garde has always been a word to describe the capital of Catalonia, an alternative city welcoming new ideas and technologies. This is the source of Barcelona’s charm, building a city highly regarded and unique in the world.

Barcelonais also a cosmopolitan city opened to the rest of the world by the Mediterranean. This makes the city a perfect setting for sharing, establishing a bond with other cultures and producing innovation marked by its diversity.

Moreover, the venue of the conference is an excellent place for technology-related events, since it is situated in 22@ Barcelona, also known as ‘the knowledge and innovation district’. The Poblenou Campus of Pompeu Fabra University is especially designed for Information, Communication Sciences and Technology. The Communication Campus Poblenou is the perfect setting to savour Barcelona’s spirit and legacy and being inspired by the city’s thirst for innovation!