Capacity building for Invest in Bogotá
In-company workshop organized for Invest in Bogotá´s key staff members plus a number of its most significant local partners. Main goal was to confront Bogotá´s ongoing strategy and practices with the state of the art and future trends at international level, in order to pave the way towards innovation and excellence in branding and marketing the city. The workshop included critical discussions on a wide range of case studies and interactive exercises, and was organized into 6 sessions, along 3 days, covering the whole cycle of city branding & marketing: main gaps and failures in today´s city branding; building up of compelling city narratives; the city brand toolkit; governing the city brand; audience segmentation; and mix of communications. Invest in Bogotá is one of the leading agencies in Latin America with the mission of promoting the city as business location.