Study Trip

Iceland

Place Branding: Travel, Tourism & Competitive Identity

For those studying the contemporary marketing, branding and “public diplomacy” process of “place” or “destination branding”, this trip provides the correct tools and context in which to undertake field research in one of the most successfully promoted destinations in recent years. Here, you will meet with local brand managers and place promoters, while studying their campaigns and documenting the local communications infrastructures.

As you visit this exceptional and highly unlikely tourist destination, with its unique natural landscapes, you will conduct ethnographic field research in the budding globalized-market-driven promotional culture that is fast becoming Iceland. You will observe how this relates to (and impacts) local customs, habits, traditions and shared senses of place and nation, before generating a place branding portfolio based on your experiences and research.