{"id":1127,"date":"2020-01-06T15:06:39","date_gmt":"2020-01-06T15:06:39","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=1127"},"modified":"2025-09-05T09:22:52","modified_gmt":"2025-09-05T09:22:52","slug":"how-place-branding-brought-talent-and-business-to-idanha-a-nova","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/how-place-branding-brought-talent-and-business-to-idanha-a-nova\/","title":{"rendered":"How a Place Brand brought talent and business to Idanha-a-Nova"},"content":{"rendered":"\n

A story called Idanha <\/strong>(Background<\/em>)<\/p>\n\n\n\n

It all started in 2012,\nduring the post-crisis, when Portugal started receiving attention from the\ninternational press. Since then, the number of tourists hasn\u2019t stopped\nincreasing. Even though, on one hand, tourist curiosity has put Portugal on\neveryone\u2019s lips throughout the world, on the other hand, it also damaged its public\nspace, life conditions, as well as opportunities. And above all, quality of\nlife and well-being.<\/p>\n\n\n\n

The population is\nincreasingly concentrating around large cities, for instance, resulting in\nLisbon and Porto exceeding their capacities. The housing bubble has soared with\nthe incoming mass tourism. Be it from north to south, or from the coast to the\ncentre, investments have become imbalanced. Portugal lost its connection to the\ncountryside and, in turn, the countryside has been depopulated for the last 50\nyears.<\/p>\n\n\n\n

Idanha-a-Nova could simply\nbe just another inland Municipality. It borders Spain, offers visitors its\ngreen valleys\u2019 fresh air, where they can hear the birds, and not ever feel in a\nhurry, and instead, just slow living. Here, time has a different flavour, and\nso does the organic food that is served at the table. Nature keeps us company\nand inspires us. Thoughts become as clear as the waters of the Ponsul\nriver. <\/p>\n\n\n\n

Idanha-a-Nova could tell us\nthe story we all know: The common idea of the isolated and unpopulated rural\nworld. Where time was not easy to those who stoically endured, since the region\nhad 35,000 inhabitants in the past, in comparison to just over 8,000 nowadays,\nthe second-lowest population density in the country. The streets reflect a strong\nland, with resisting faces from who witnessed their family and friends\u2019\ndepartures in search of a better life – far from the countryside.<\/p>\n\n\n\n

\"\"
Armindo Jacinto, the Mayor of Idanha-a-Nova <\/em><\/figcaption><\/figure>\n\n\n\n

Finding solutions to the countryside <\/strong>(Desafio<\/em>)<\/p>\n\n\n\n

Armindo Jacinto, Mayor of Idanha-a-Nova, saw the region\u2019s adversities as an opportunity and contacted Bloom Consulting to redefine Idanha\u2019s positioning for the following 10 years, and create a Place Brand. \u201cWe rejected the idea that rural life is just a term for isolation and underdevelopment, so we decided to work on Idanha\u2019s perceptions and Place Brand, and prepare for the future,\u201d <\/em>he says. <\/p>\n\n\n\n

Idanha-a-Nova is a lesson\nfor the rest of Portugal: face the challenge and look for solutions. Its\nterritory offers nature and fertile soils, people carry memory and tradition\nand the land inspires innovation and modernity. In contrast to the increasingly\nuncharismatic cities, this Municipality has managed to stay true to its rural\nidentity and has become an example of strength and positive change.<\/p>\n\n\n\n

With a vast historical territory that has fostered various European nations, Idanha is a place where custom and progress cohabit peacefully. Without questioning natural purity and traditions, its residents were able to roll up their sleeves and, with a smile on their faces, create outstanding conditions for the development of the Place Brand defined by Bloom Consulting. When looking at the Roman bridge, we feel the appeal of roots we don\u2019t have, but always sought.<\/p>\n\n\n\n

The ideal place to Restart <\/strong>(Strategy<\/em>)<\/p>\n\n\n\n

To this energy and will,\nBloom Consulting added a vision, in symbiosis with wanting to make it happen.\nWe listened to Idanha\u2019s local people and the main stakeholders of the region,\nwe made field visits, and gauged to the real state of the territory and Place\nBrand. We applied ourselves with this population that never gave up. We shared\neach other\u2019s fears, found solutions together, celebrated victories. And that\u2019s\nhow the Restart<\/strong> strategy was born. <\/p>\n\n\n\n

With the virtue and\ninspiration present in the countryside, the quality of life provided by this\nMunicipality is the greatest resource for those who want to Restart<\/strong> a\nnew family and a new life in a place with a unique proximity to nature. The\nLouren\u00e7o family demonstrates this. Marta and Tiago are both from Lisbon and\nhave made the most important decision of their lives: moving to Idanha-a-Nova. Followed\nstep by step by the Restart<\/strong> team, they don\u2019t have any doubts: \u201cThere\nis no better place to raise our children\u201d.<\/em><\/p>\n\n\n\n

People are Restarting<\/strong>\nto believe again. In their dreams, in their family lives, in their futures – in\nIdanha-a-Nova. Already 1051 people are being accompanied by the Idanha Vive<\/em>\nand Idanha Experimenta<\/em> programs, where they have the opportunity to have\nthe life they had always envisioned. <\/p>\n\n\n\n

Rosanna and Shawn William\nmoved from the United Kingdom with their three children. British by birth, they\nalready consider themselves Monsantins at heart: \u201cWe had long sought our\ndream place and found it in the village of Monsanto. We are really starting everything\nover in Idanha.<\/em>\u201d This family feels that they finally belong to a place\nwhere there is time, space, and security allowing them to enjoy every moment,\nwhere you can reinforce ties and move forward together, and where they feel\nthey are part of a community.<\/p>\n\n\n\n

\"\"
Demographic curve evolution since the implementation of the Resume strategy<\/em><\/figcaption><\/figure>\n\n\n\n

This is one of the biggest achievements of the new Idanha Brand: reversing the demographic curve, where the migration balance rose, and the population grew for the first time in 70 years. This is also proved in Bloom Consulting Portugal City Brand Ranking\u00a9<\/a><\/strong>, in which Idanha has risen 20 positions in the Living dimension of the Centre region, since 2014. It is a choice in the name of the family, peace, harmony and quality of life.<\/p>\n\n\n\n

Also, companies are Restarting<\/strong>\nto connect with the field. With land-bound identity, Idanha’s strategy has\nunlimited potential for new business creation, enabling a smooth transition back\nup by the fertile environment and available structures. There are already about\n348 entities whose projects are underway or under review for being included in the\nIdanha Green Valley<\/em> program.<\/p>\n\n\n\n

Living Seeds is one of the\nprojects based in Idanha-a-Nova under the new Place Brand. \u201cWhen we looked\nfor a place for an innovative project, Idanha was the obvious choice,\u201d<\/em> says\nStephan Doeblin, director of this company that produces and processes\nfree-pollinated, high-quality biological and biodynamic seeds.<\/p>\n\n\n\n

Living Seeds is established\nin Idanha Food Lab’s rural-based business incubator as a result of Bloom\nConsulting\u2019s strategy. Due to the notoriety achieved, it has already managed to\naccommodate an investment of 7.5 million euros and the creation of 35 direct\njobs, making it a company that is already a banner for the ecological and\ninnovative positioning of this Municipality.<\/p>\n\n\n\n

Businesses related to rurality and tourism believe that this region is 100% innovative and an aggregator of technological knowledge. This is proved by the 312 job positions already filled and the 29 million euros already invested in the region, under Bloom Consulting\u2019s strategy development.<\/p>\n\n\n\n

Located in the central region of Portugal, in Castelo Branco\u2019s district, Idanha Municipality is the fourth largest in the country, with 1416 km\u00b2 and curiously being 2.3 times larger than Madrid, the city of which it is equidistant, in addition to Lisbon and Porto. It\u2019s a huge territory, in which a team of county employees are implementing the Place Brand strategy Restart<\/strong>, with our support. Four programs with 27 projects, all operational and already bearing fruit.<\/p>\n\n\n\n

With greater media coverage\nand online exposure, the events, culture, and typical products of Idanha have been\nreaching more people, triggering interest towards the Municipality that hosts\nthe charming historic villages of Monsanto and Penha Garcia. Thus, it is also\nup to residents to share their knowledge and traditions in the context of the Idanha\nMade In<\/em> program. Thanks to this, we can promote market local products, both\ninside and outside the country.<\/p>\n\n\n\n

International Recognition <\/strong>(Results<\/em>)<\/p>\n\n\n\n

Home to the popular Boom\nFestival, Idanha-a-Nova is the centre of sustainability. It is the 1st<\/sup>\nBio-Region in Portugal, with land exclusively dedicated to the sustainable\nmanagement of local resources, consciously involving the entire local\ncommunity, including farmers, producers, consumers, and schools. In 2019, it\nhosted the International Forum of Relevant Territories for Sustainable Food\nSystems, which featured important entities such as FAO, CPLP, and\nrepresentatives of the Portuguese government.<\/p>\n\n\n\n

\"\"
Idanha-a-Nova is the first Bio-Region in Portugal<\/em><\/figcaption><\/figure>\n\n\n\n

This Municipality also\noffers the best environmental and technological solutions in the market at\nIdanha Food Lab, a living laboratory that aims to help startupsand\ntraditional companies to respond to the sustainability challenges of the agri-food\nsector, in Portugal and the rest of the world. The laboratory has hundreds of\nparticipants from all continents.<\/p>\n\n\n\n

It is the first of its kind on the Iberian Peninsula and is equipped in a way that many technologies can be tested. \u201cIdanha has become a place of great opportunities,<\/em>\u201d according to Gon\u00e7alo Amorim, manager of Idanha Food Lab Accelerator. They annually organise two bootcamps, involving mentoring and workshops on the three verticals of market application for five months.<\/p>\n\n\n\n

\"\"
Gon\u00e7alo Amorim, Idanha Food Lab Accelerator Manager<\/em><\/figcaption><\/figure>\n\n\n\n

In the final phase of the\nprogram, a demonstration day takes place, where all teams publicly present\ntheir value propositions to a select group of entrepreneurs, industry leaders,\ninvestors, and community members.<\/p>\n\n\n\n

Besides, every year, a historical train leaves Lisbon just after Websummit and runs along the Tejo River, reaching Idanha for Demo Day<\/em>, which includes a wide range of topics such as AgriTech, DistributionTech and FoodTec<\/em>h, all provided the Idanha Food Lab.<\/p>\n\n\n\n

With three UNESCO endorsements for the Geopark, Biosphere Reserve, and Musical Creativity, Idanha\u2019s Place Brand also received an important distinction from City Nation Place<\/a> in 2018 for its vision, ambitions and results of Restart<\/strong> strategy, being placed ahead of world-renowned destinations such as Barcelona, \u200b\u200bScotland and Estonia. City Nation Place is an organisation that involves experts and entities responsible for the strategies of Place Branding on a global scale.<\/p>\n\n\n\n

\"\"
Jos\u00e9 Filipe Torres and Filipe Roquette received CNP distinction for Bloom Consulting’s Idanha-a-Nova strategy, in 2018<\/em><\/figcaption><\/figure>\n\n\n\n

\u201cA dream came true!\u201d<\/em> Confessed Armindo Jacinto, the Mayor of Idanha, at the time. \u201cFor\nthe first time, a small European interior location achieves this result thanks\nto the creativity of its strategy. And it is the first time that a Portuguese\nregion has achieved this distinction by surpassing such consolidated\ndestinations, with which it is very difficult to compete, managing budgets\nincomparably higher than Idanha’s budget\u201d, <\/em>he continued. \u201cThis award\ngives us encouragement for the work we are doing and demonstrates that Idanha\nis on the right track,\u201d<\/em> he concluded.<\/p>\n\n\n\n

This sentiment is shared by Filipe Roquette, director of Bloom Consulting in Portugal, as he considers that \u201cIdanha-a-Nova, through its ‘Restart\u2019 Place Brand strategy, shows the world that it is possible to innovate and succeed in the rural world, constantly delivering fascinating results. “<\/em><\/p>\n\n\n\n

This is the recognition\nIdanha has already earned. It was achieved by working on the strength of the\nbrand every day, by asserting itself more and more as a reference in the rural\nworld, and by being able to attract talent, capture investment, and create\njobs. A commitment that impacts the local economy. Idanha wins, Portugal wins.<\/p>\n\n\n\n

This is the path that Bloom\nConsulting has set out with its strategy and implementation, which it will\nproudly follow until 2025, side by side with the locals. With a clear vision of\nmaking Idanha-a-Nova the new centre for quality of life, knowledge, and rural\ninnovation, we are making the return to the countryside real. But this time,\nit\u2019s to a differentiated, prosperous and, modern countryside. A more balanced\nlife in the social, environmental, and economic sphere, provided with comfort\nand amenities.<\/p>\n\n\n\n

This is where we are going\nand not looking back.<\/p>\n\n\n\n

Idanha-a-Nova, the place to\nRestart<\/strong>. A business, a family, a life.<\/p>\n\n\n\n

Learn more about Idanha-a-Nova’s Case Study at Bloom Consulting’s website<\/a><\/strong><\/p>\n\n\n\n

\u201cIdanha-a-Nova, through Bloom Consulting\u2019s ‘Restart\u2019 Place Brand strategy, shows the world that it is possible to innovate and succeed in the rural world, constantly delivering fascinating results.\u201d<\/em> <\/p>\n\n\n\n

Armindo Jacinto, Mayor of Idanha-a-Nova<\/strong><\/p>\n\n\n\n

\n\n\n\n

Published on 09.06.2020.<\/p>\n","protected":false},"excerpt":{"rendered":"

A story called Idanha (Background) It all started in 2012, during the post-crisis, when Portugal started receiving attention from the international press. Since then, the number of tourists hasn\u2019t stopped increasing. Even though, on one hand, tourist curiosity has put Portugal on everyone\u2019s lips throughout the world, on the other hand, it also damaged its […]<\/p>\n","protected":false},"author":3,"featured_media":11911,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[77],"tags":[172,176,160,163,141,211,154,208,181],"class_list":{"0":"post-1127","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-places","8":"tag-bloom-consulting","9":"tag-cities","10":"tag-city-branding","11":"tag-digital-city","12":"tag-digital-identity","13":"tag-idanha-a-nova","14":"tag-place-branding","15":"tag-portugal","16":"tag-regions"},"yoast_head":"\nHow a Place Brand brought talent and business to Idanha-a-Nova - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"The Case Story about Bloom Consulting's Place Brand strategy for Idanha-a-Nova based on the Central Idea "Restart". 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