1. . , , 19 2013 19JUN13 THOMAS SEVCIK 1 REGION DNA and NARRATIVE Branding as a Tool in Tourism Development and Territory Promotion Thomas Sevcik, arthesia Arkhangelsk, 19JUN13

2. The Renewed Power of Regions . , Worldwide the importance of cities and regions is growing. The equally organized nation state becomes divided into a few dynamic, powerful cities and regions and often many stagnant or even declining areas. 19JUN13 THOMAS SEVCIK 2 3. 19JUN13arthesia 3 IMAGE P. Taylor, Lboro University 4. Region Branding - . , , . Region Branding summarizes all efforts to position a city or region in the (global) marketplace. This means not logo or advertising but a longterm strategy based on and unique DNA. 18MAR13 Sk THOMAS SEVCIK 4 5. 19JUN13 6 6. 7 / () 7. Quality of Life as Key Factor . . . The importance of quality of life as a key element for a regions attractiveness has massively increased. Highly educated people are very mobile and interested in an exciting region. Soft factors are becoming a strategic tool. 19JUN13 THOMAS SEVCIK 8 8. Importance of Arts and Culture . , , . . In recent years culture became a key factor for success. It created more attractive regions as well as interesting jobs for talented, highly educated people. Its appeal for tourism and value for region promotion is also very important. 19JUN13 THOMAS SEVCIK 9 9. 10 10. 11 11. 10JUN13 12 12. / Arkhangelsk Region Narrative/Branding 1. ? 2. ? 3. ? 4. ? 5. ? Strategic Approach for an Arkhangelsk Region Brand 1. what is the regions DNA? 2. what are unique narrativeelements or themes? 3. who is participating in an Arkhangelsk region narrative? 4. how to implement this narrative? 5. how to measure its effectiveness and success? 19JUN13 THOMAS SEVCIK 13 13. Arkhangelsk DNA and Narrative Idea NORDIC STORY 19JUN13 THOMAS SEVCIK 14 ARCTIC PROMISE Arkhangelsk Arkhangelsk Myths Lifestyle History Health Exploration Harmony ?