Burson-Marsteller has a significant track record of developing strategies and promoting Asian nations, provinces and cities to the international community – and of assisting organizations from elsewhere in the world in seeking inward investment from the region’s major companies.
We have worked on high-profile campaigns including the positioning and branding of Hong Kong as "Asia’s world city", the promotion of Singapore as one of the world’s great tourist destinations, the foreign direct investment initiatives (FDI) of Korea’s Jeju island and the showcasing of that country’s capital, Seoul, as one of the most exciting cities in the region.
We have helped European investment zones attract Asian companies and positioned many tourist locations around the world as destinations for the growing traveling population from markets including China, Japan and Korea.
Our location branding services include:
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Initial research and benchmarking
- Strategic positioning
- Brand development
- Direct marketing
- Advocate and influencer recruitment
- Promotional ideation and initiatives
- FDI roadshows
- Multi-lingual collateral and marketing material development
- Conference and speakership development
- Media relations
- Integrated program management
We work closely with each client to tailor their messages to their stakeholder groups – focusing on specific target sectors, investor or consumer or segments and governmental or industry decision-makers. We have experience in both working with our clients in-country or establishing ourselves as their de facto representatives in specific markets.