دراسات الحالة للعلامة التجارية الوطنية، وعلامة المدينة، وصناعة لمكان من بلووم للاستشارات


أمثلة للعلامة التجارية للمكان وصناعته من بلووم للاستارات

أمثلة للعلاة التجارية للمكا وصناعته من حكومات ومنظمات ووجهات اصة عملنا معها حول العالم.
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<p> في خريف عام <span class='txtocd'>2022</span>، كلّفت شركة تطوير السودة شركة بلوم لاستشارات بتنفيذ مشروع هام ومعقّد: تطوير استراتيجية العلامة التجارية للمكان للسودة، وهي منطقة جبلية ذات إمكانات عالية في المملكة العربية السعودية. كان الهدف الأساسي هو تحديد موقع السودة وتموضعها كوجهة جبلية فاخرة ورائدة على مدار العام، وتحويل المنطقة المعروفة باسم رجال ألمع، التي كانت تمتلك مخططًا رئيسيًا للمرافق ولكنها تفتقر إلى استراتيجية تسويق وعلامة تجارية متماسكة. </p> <p> أجرت بلوم لاستشارات تحليلًا شاملًا للوضع الراهن لفهم التصوّرات الحالية، ومقارنتها بالوجهات الجبلية الفاخرة العالمية (مثل سانت موريتز)، ومعالجة التحدي الجوهري المتمثل في تعريف “الفخامة” ضمن السياق الثقافي والجغرافي الخاص بالسودة. وكان الهدف جذب مليوني زائر سنويًا بحلول عام <span class='txtocd'>2030</span> (مع التركيز مبدئيًا على السوق المحلية السعودية)، والاستفادة من مناخ المنطقة الصيفي البارد الفريد لتوسيع نطاق الموسمية بما يتجاوز النماذج التقليدية للسياحة الجبلية. </p> <p> كشفت الرؤى عن نقاط البيع الفريدة للسودة: مناظرها الجبلية الخلابة، والغيوم التي تظلّلها باستمرار، وتراثها الثقافي الفريد (مثل تقليد رجال الزهور)، وما تمتلكه من إمكانات لتقديم تجارب طبيعية ومغامرات منشّطة. تطلّب تعريف الفخامة نهجًا مخصصًا؛ ولذلك طوّرت بلوم لاستشارات معاييرها الخاصة لتقييم الوجهات الجبلية الفاخرة <span class='txtocd'>(LMAC)</span>، والتي حددت تسعة عناصر أساسية لترسيخ مكانة السودة كوجهة راقية، تشمل جوانب من الفنادق المتميزة ووسائل النقل (الرحلة) إلى تجارب الطعام الحصرية (المتعة) والأصالة الثقافية (الهوية). </p> <p> استنادًا إلى هذه الرؤى وإطار عمل <span class='txtocd'>LMAC</span>، طوّرت بلوم لاستشارات استراتيجية العلامة التجارية لوجهة السودة. وفي جوهرها، تكمن الفكرة المركزية: ”ساحرة“، مدعومة بثلاث سمات سلوكية هي: الحصرية، والتجديد، والأصالة. يوجّه هذا السرد تطوير محفظة منتجات واضحة تركّز على تجارب الجبال والطبيعة والمغامرة والثقافة والتراث، مصمّمة لتلقى صدى لدى جمهور الرفاهية. كما شملت الاستراتيجية خطة توزيع مرحلية تستهدف في بدايتها شركاء تجاريين حصريين من الفئة الراقية، إلى جانب استراتيجية مؤثرين دقيقة تركّز على بناء الترقّب. </p> <p> ولضمان التوافق الاستراتيجي والتفعيل الناجح، وضعت بلوم لاستشارات خارطة طريق تنفيذية شاملة من <span class='txtocd'>9</span> خطوات، شملت مفاهيم لهيكل حوكمة منظمة إدارة الوجهة <span class='txtocd'>(DMO)</span> وأكاديمية وجهة السودة لتدريب سفراء العلامة التجارية. واشتملت خطة التسويق والتنفيذ النهائية على <span class='txtocd'>56</span> مشروعًا محددًا موزعة عبر مراحل التأسيس والنمو والترسيخ، ومنظمة وفقًا للأرباع الأربعة لمنهجية سبايدر براند© الخاصة بشركة بلوم لاستشارات: التسويق، الهوية الرقمية، إشراك أصحاب المصلحة، والإجراءات/الأنشطة/السياسات، بما يوفّر لشركة تطوير السودة مسارًا واضحًا لتحقيق رؤيتها. </p>
ترويج الهوية المكانية
البحث | الاستراتيجية | التنفيذ | إرشادات صناعة المكان | التدريب
Soudah Development
2022 - 2023 حتى الآن
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<p>في أغسطس <span class='txtocd'>2023</span>، تم تكليف بلوم لاستشارات من قِبل هيئة ترويج جامايكا <span class='txtocd'>(JAMPRO)</span> بتحليل التصورات وتطوير استراتيجية العلامة التجارية للدولة لجامايكا. تمثّل الهدف الأساسي في تعزيز مكانة جامايكا بما يتجاوز كونها وجهة سياحية فقط، مع إبراز تميزها في فنون الطهي والفرص الاستثمارية. </p> <p>أجرت بلوم لاستشارات أبحاثًا موسعة على المستويين الدولي والمحلي، حيث حددت الفجوات بين التصور والواقع باستخدام <span class='txtocd'>10</span> مجموعات بيانات مختلفة. واعتمادًا على نموذج بلوم للاستشارات </p> <p> تصنيف العلامات التجارية للدول <span class='txtocd'>© (Bloom Consulting Nation Brand Taxonomy Model ©)</span>، جرى تحليل التصورات عبر <span class='txtocd'>13</span> بُعدًا رئيسيًا، كما حُللت التصورات الدولية في <span class='txtocd'>10</span> أسواق مستهدفة باستخدام برمجيات خاصة وهي لايف كوانتي <span class='txtocd'>© (Live Quanti ©)</span>، والطلب الرقمي <span class='txtocd'>D2 © (D2 – Digital Demand ©)</span>، والرصد الرقمي <span class='txtocd'>D2 © (D2 – Digital Supply ©)</span>. </p> <p> تم قياس التصورات المحلية من خلال أبحاث كمية وكيفية. حيث أُجري استطلاع «لايف كوانتي <span class='txtocd'>©» (Live Quanti ©)</span> بمشاركة <span class='txtocd'>1,112</span> مواطنًا جامايكيًا من جميع الأبرشيات، من بينهم <span class='txtocd'>397</span> من أفراد الشتات الجامايكي. كما أجرت بلوم لاستشارات، بالتعاون مع شريكها المحلي <span class='txtocd'>«One Integrated Group Ltd.»</span>، مقابلات ميدانية مع أصحاب المصلحة من مختلف القطاعات، شملت مقابلات مع أصحاب المصلحة ومقابلات في الشارع. </p> <p> رغم الاعتراف الدولي بجامايكا بشكل رئيسي كوجهة سياحية، يرغب الجامايكيون في إبراز ثقافتهم الحيوية وموسيقاهم وفنونهم في الطهي. ويعرّفون أنفسهم بأنهم واثقون وفخورون، ويتطلعون إلى أن يُعترَف بهم لقوتهم الإبداعية وابتكارهم وقصة نجاحهم. </p> <p> استنادًا إلى هذه الرؤى، طورت بلوم لاستشارات استراتيجية العلامة التجارية للدولة الخاصة بجامايكا بهدف تقليص فجوة التصور هذه. تركز الاستراتيجية على سرد القصص وتسليط الضوء على مواهب جامايكا وإنجازاتها أمام العالم. وتتمحور هذه السردية حول فكرة مركزية واحدة، وهي «تالاوا» <span class='txtocd'>(Tallawah)</span>، والتي تعكس الشخصية القوية والإرادة الصلبة والطاقة غير المحدودة التي تتمتع بها جامايكا، والتي تشكّل ملامح مشهدها في مجالات الموسيقى، والفنون، والعلوم، والأوساط الأكاديمية، والصناعات الإبداعية، وفنون الطهي. </p> <p> ولضمان نجاح هذه الاستراتيجية على المدى الطويل، استُلهِمت من الفكرة المركزية مجموعة من المشروعات الاستراتيجية التي تم تطوير كل منها ضمن أربعة محاور رئيسية وفق منهجية «العلامة التجارية العنكبوتية <span class='txtocd'>©» (SpiderBrand©)</span>. </p>
العلامة التجارية للدولة
البحث | الاستراتيجية | التنفيذ
العلامة التجارية للدولة لجامايكا
- 2023 حتى الآن
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<p> في عام <span class='txtocd'>2020</span>، كلفت الهيئة الملكية مدينة الرياض شرك بلوم للاستشارات بتطوير استراتيجي العلامة التجاري لمدينة الرياض، بالإضافة إلى إعداد خطة تنفيذ لهذه الاستراتيجية. </p> <p> تشهد الرياض تحولاً عمقًا في إطار برنامج الرياض <span class='txtocd'>2030</span>، الذي يهدف إلى جعل الرياض مدينة عالمية رائدة. تضمن المشروع تقييماً شاملاً للعلامة التجارية للمدينة، وتحليلاً لتصورات المواطنين العالميين، السياح، المستثمرين، والماهب حول العالم بشأن جاذبية الرياض. كان من المهم فهم مكانة الرياض عالميًا من منظور العلاة التجارية. </p> <p> طورت بلوم استراتيجية العلامة التجارية للرياض وقدمت الدعم والشراف المستمر خلا مرحلة التنفيذ. كا حددت مؤشرات الأداء الرئيسية لضمان متابعة التطورات المستقبلية. </p> <p> أحد أهم الجوانب كان التأكد من أن جميع أصحاب لمصلحة يعملون وفًا للاستراتيجية لجديدة، لضمان تنيذ متماسك لجميع المشاريع. </p> <p> بالإضافة إلى ذلك، ستواصل بلوم تقديم الدعم الاستراتيجي والمشورة فيما يتعلق بالتنفيذ، بما في ذلك بناء القدرات لجميع الشاريع الكبرى الت يجري تطويرها في لرياض. </p> <p> للمزيد من الملومات: <a href='https://riyadhcitybrand.com/' target='_blank'><span class='txtocd'>https://riyadhcitybrand.com/</span></a> </p>
العلامة التجاية للمدينة
الاستراتيجية
لهيئة الملكية لمينة الرياض
- 2020 حتى الآن
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<p> بدأ التعاون ين مكتب ماديرا للترويج السياحي وبلوم للاستشارات في ام 2017، حيث تم اختار بلوم لتحليل حالة العلامة التجارية لوجهة ماديرا. </p> <p> على مر السنين، قامت بلم بتقييم زيادة الطلب على مناطق الجب السياحي والأنشة المختلفة في ماديرا عبر عشرين سوقا مستهدفة. كما شم التقييم مقارنة ماديرا بمنافسيها الرئيسيين في هذه اأسواق. بالإضافة إلى ذلك، أجرت بلوم بحثًا ميدانيًا لفهم تصورات الأسواق المختلفة حول مادرا بشكل أفضل.اليوم، يتمتع مكتب تروج ماديرا وجميع الأطراف المعنية بإمكانية الوصول إلى لأدوات الرقمية ولحلول المنهجية اتي طورتها بلوم، مما يسمح بتنسيق أفل مع استراتيجية السياحة الخاصة بماديرا. </p>
د2 - الطلب الرقمي,د2 - الإمداد الرقمي,التجارية
برنامج | تقرير | بحث
مكتب ترويج ماديرا
- 2017 حتى الآن
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<p> على مدار العقد الماضي، ققت كوستاريكا نجحًا كبيرًا في تطوير علامة تجارية ونية تمثل أكثر من جرد السياحة. من خال جهودها لبناء دولة مسالمة تركز عى الابتكار والموهب، تمكنت كوستاركا من توسيع مواردها الاقتصادية مع لحفاظ على احتياطتها الطبيعية. بفضل هذه الجهود، أصبت كوستاريكا رائد عالمية في تشجيع لاستدامة ومرجعًا بين العلامات التارية الوطنية على مستوى العالم. </p> <p> ومع اقتاب الذكرى العاشر لإطلاق العلامة التجارية <span class='txtocd'>“Esencial Costa Rica”</span>، تواصلت الدولة مع بلوم للاستشارت لوضع رؤية <span class='txtocd'>2035</span> للعلمة التجارية الوطية، التي تأخذ في لاعتبار الديناميكيات الجديدة المتعلقة بالاستدامة. </p> <p> كجزء من المشروع، قامت بلوم للاستشارات بتحديد الاتجاهات الفوقية العالمية التي قد تؤثر على البيئة الاجتماعية والاقتصادية لكوستريكا. إلى جانب ذل، كان من الضروري هم وجهة نظر أصحاب المصلحة المحليين بشأن نقاط القوة والضعف في الدولة. لذلك، أجرت بلوم مقبلات متعمقة مع ممثلين من القطاعين لعام والخاص في مجالات الاقتصاد، الثقافة، الاستثمار السياحة، الصحة، وغيرها. </p>
العلامة التجارية الوطنية والعلامة التجارية للمدينة
البحث | الاستراتيجية | الاستشارات
أاسيات كوستاريكا
2023
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<p> في عام <span class='txtocd'>2022</span>، تواصلت <span class='txtocd'>Visit Jyvaskyla</span> مع بلوم لاستشارات لفهم اجاذبية السياحية مدينة جيفاسكيلا قارنة بالمدن الفلندية الأخرى، وذك في سياق التعافي من جائحة كوفيد-<span class='txtocd'>19</span>. </p> <p> أجري البحث باستخدام أداة الطلب الرقمي <span class='txtocd'>D2©</span>، التي قدمت بيانات حل البحث السياحي عبر الإنترنت من الياح العالميين، ما يعكس تأثير الجائحة على المدن. أظهرت النتائج أن جيفسكيلا تمكنت من تجاوز مستويات الطلب التي كانت موجودة قبل الجائحة في عا <span class='txtocd'>2021</span>، لا سيما في الربع الثالث من العام. يعود ذلك جزئيًا إلى أن السوق المحلة الفنلندية كانت مسؤولة عن معظم اللب، حيث شهدت عمليات البحث المحلية رتفاعًا كبيرًا فما يتعلق بخيارات الإقامة والمطاعم والمعالم السياحي. </p> <p> على العكس من ذلك، انخفضت عمليات البحث الدولية بسبب لواح كوفيد-<span class='txtocd'>19</span> التي كانت لا تزال تؤثر على السياحة. من الجدير بالذكر أن <span class='txtocd'>%95</span> من عمليت البحث عن جيفاسكيلا جاءت من السوق المحلية، مما يعكس رغبة ملحوظة لدى المواطنين في البقاء بالقرب من منازلم خلال الإجازات. ي المقابل، شهدت مدينتان فقط زيادة ي عدد السياح الدوليين بسبب قربهما ن الحدود. </p> <p> بشكل عام، لحظ نمو مذهل في الياحة الداخلية مقرنة بمستويات ما قبل الجائحة، والتي استمرت في النمو بوتيرة ثابتة خلال ام <span class='txtocd'>2023</span>. كان النمو خارج موسم الجائحة ملوظًا، مع زيادة شعبية المدينة في فصي الربيع والخريف. </p> <p> على الرغم من أن منافسي جيفاسكيلا شهدوا أيضًا انتعاشًا ف الطلب السياحي، إلا أن المدينة واصت تقديم معايير عالية في نموها، خاص مع تنوع أماكن القامة والمطاعم. تتطلع بلوم للاستشارات إلى مواصلة التاون مع <span class='txtocd'>Visit Jyvaskyla</span> لتعيز الجاذبية السيحية والترويج للساحة الداخلية والولية في المنطقة. </p>
د2 - الطلب الرقي
البمجيات
زيارة يفاسكيلا
2023-2022
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<p> مذ عام <span class='txtocd'>2014</span>، تعاونت بلم للاستشارات مع هيئة السياحة الفنلندية في العديد من المشاريع لقياس جاذبية فنلندا السياحية وبصمتها الرقمية. </p> <p> أظهرت أبحاث بلوم يف أن مناطق الجذب الجديدة، مثل كابنة الأكواخ الجليية والشفق القطبي الشمالي، أصبحت تكمل العروض الثقافية التقليدية وتكتسب أهمية في التروي لفنلندا. كانت رؤ برنامج <span class='txtocd'>D2 Analytics Software</span> حاسمة لفريق التسيق في هيئة السياحة الفنلندية لتطوير استراتيجيات تستهدف الأسواق الرئيسية مع الحد من موسمية الشتاء بشكل فال. </p> <p> على مر السنوات، لبت رؤى برنامج <span class='txtocd'>D2 Software</span> دورًا محوريًا في تحليل الأزمات واكوارث الطبيعية ولأحداث السياسية لتي أثرت على فنلندا، بما في ذلك الحرب الروسية الأوكرانية. خلال جائحة كوفيد-19، قامت بلوم بمراقبة تعافي السياحة وتأثير الجائحة على الطلب السيحي، إلى جانب أهمية السياحة الداخلية خلال فترة تخفيف القيود. </p> <p> حاليًا، تستمر بلوم في تقييم أثر عمل هيئة السياحة الفنلندية من خلال دعمها المستمر عب اجتماعات ربع سنوية مع فريق التحلي والتسويق. من خلا برنامج <span class='txtocd'>D2©</span> للطلب القمي، اكتسبت الهية فهمًا أعمق لأهمية تعزيز هويتها ارقمية مقارنة ببلان الشمال الأوروي الأخرى. </p>
د 2 - الطلب الرقمي، د 2 - العض الرقمي
برنامج |تقرير
زيارة فنلندا
2023-2014
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<p>In March 2022, Brand South Africa selected Bloom Consulting to work on the South Africa Nation Brand project.</p> <p>The project involved measuring the general reputation of South Africa and providing strategic advisory on managing the Nation Brand.</p> <p>First, Brand South Africa wanted to scrutinize perceptions of the country among global citizens in key international markets. The analysis was based on three pillars: perceptions by international audiences, Digital Appeal and Digital Identity of South Africa.</p> <p>The insights from the study ensure Brand South Africa have a detailed overview of key markets that offer the most lucrative pool of potential investors, tourists and potential workers and students, and raise the organization’s capacity for further strategic initiatives.</p> <p>Bloom Consulting carried out a study, covering 13 markets, which reveals that overall South Africa is perceived positively, especially as a place to visit and to do business.</p> <p>Based on the challenges that the study revealed, Bloom Consulting's key recommendation to Brand South Africa was to elaborate a governance model together with other stakeholders from investment and tourism institutions.</p> <p>In the future development of South Africa’s Nation Brand, it is important to focus on active stakeholder engagement and developing a strong Central Idea.</p> <p>The presentation of the research findings took place in Johannesburg in June 2022 and gathered stakeholders from tourism, investment, and academia.</p>
Nation Branding
Report | Research | Strategy | Consulting
Brand South Africa
2022
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<p> قدمت بلوم للاستشارات بيانات تحليلية إى <span class='txtocd'>EMPROTUR</span> على مرحلتين. الأولى كانت في ينير <span class='txtocd'>2021</span> حيث تم توفير بيانات حول حركة الحث عبر الإنترنت لعام <span class='txtocd'>2020</span>. المرحلة الثانية كانت في يناير <span class='txtocd'>2022</span> وشملت بيانات من عام <span class='txtocd'>2021</span>. </p> <p> غطت البيانات جميع عمليات البحث الساحية المتعلقة برو غراندي دو نورتي من السوق المحلي البرازيلي، شملت <span class='txtocd'>10</span> وليات مختارة من قبل <span class='txtocd'>EMPROTUR</span>. ساعدت هذه البانات الوجهة على فهم تأثير الجائحة لى السوق، وتحديد الأنشطة السياحية التي تأثرت بشدة ولك التي شهدت أفضل تعافٍ. بالإضافة إلى ذلك، وفرت هذه التحليلات فهماً للتغيرات في السلوك لسياحي، مما ساعد ريو غراندي دو نوري على تعديل عروضها السياحية بما يتاشى مع اتجاهات ما بعد الجائحة. </p>
د2 - اطلب الرقمي
البرمجيات
بروتور (شركة بوتيجوار للترويج السياحي)
2021-2022
f
<p> تاصلت وكالة السياة والتنمية الاقتادية في جوزو مع شكة <span class='txtocd'>D2-Analytics</span>، الشقيقة لشركة بلوم للاستشارات، بهدف تقييم لطلب السياحي لجز جوزو ومتابعة تعافيها من الجائحة، اصة في أسواق الشمال الأوروبي. </p> <p> في إطار المشروع، زودت بلوم وكالة جوزو بإمكاية الوصول إلى برنامج <span class='txtocd'>D2 - Digital Demand</span> الخا بـ <span class='txtocd'>D2-Analytics</span>، والذي قم بيانات مجمعة عن عمليات البحث الساحية عبر الإنترن لعام <span class='txtocd'>2019</span>، وهو آخر عام قبل الجائحة، باإضافة إلى بيانات عام <span class='txtocd'>2021</span>. أظهرت النتائج أن جوزو قد وصلت لى مستويات الطلب قبل الجائحة في البع الثالث من عام <span class='txtocd'>2021</span>. كما أكدت وجود جاذبية قوية لمجموعة اسعة من الأنشطة السياحية، مع زيادة ملحوظة في الطلب على أماكن الإقامة لريفية خلال الجاحة. </p> <p> ساعدت أداة <span class='txtocd'>D2-Digital Demand©</span> وكالة جوزو على هم أسواقها المستدفة بشكل أدق، مما أدى إلى تحسين دقة الحملات التسويقية واستهدافها استناداً إلى علامة جوو التجارية ومنتجتها السياحية. بالإضافة إلى ذلك، دعت الأداة قياس نجاح الحملات التسويقية والأنشطة الترويجية المكثفة في دل الشمال. </p>
د2 - الطل الرقمي
لبرمجيات
وكال غوزو للسياحة والتنمية الاقتصادية
2022-2021
f
<p> بعد فترة قصيرة من بدء جائحة كوفيد-<span class='txtocd'>19</span>، أدرك مكتب ترويج ماديرا احاجة إلى التكيف مع الواقع الجديد. ولهذا، تم إطلاق عمية شراء عامة لاختيار مستشار لإعداد استراتيجية جديدة للعلامة التجارية السياحية لوجهة مديرا. </p> <p> في عام <span class='txtocd'>2020</span>، وقع الاختيار على بلوم للستشارات لإجراء تليل شامل للوضع الحالي وتطوير استراتيجية جديدة للعلامة التجارية لوجهة ماديرا. تضمنت المرحلة الأولى من الشروع بحثًا متعمقا شمل مقابلات مع صحاب المصلحة، رحات ميدانية، وتحلل البصمة الرقمية لماديرا. </p> <p> ركزت المرحلة الثانية على تطوي استراتيجية العلمة التجارية، حيث استضافت بلوم للاستشارات ورش عمل مع أصحاب المصلحة لتحديد الفكرة المركزية للاستراتيجية الجديدة، والتي تمثلت في مفهوم ”الانتماء“. </p> <p> تواصل بلوم للاستشارات دعم السلطات وأصحاب المصلحة في ماديرا خلال مرحلة تنفيذ الاستراتيجية لضمان نجاح لعلامة التجارية. </p>
Place Branding
قرير | بحث | استرايجية | تنفيذ | التفيذ
مكتب تروي ماديرا
2022-2020
f
<p> لجأت وكالة ترويج وتطوير السياحة في تركيا إلى بلوم للاستشارات لإجراء تقييم مفصل للعلمة التجارية الوطية لتركيا. كان الدف هو قياس مدى فعلية العلامة التجرية للبلد على المستوى العالمي ومدى تأثيرها في أذهان السياح وقلوب المواطنين العالميين. </p> <p> استندت بلوم للاستشارات إلى مجموعة متنوة من المقاييس ومجموعة البيانات مثل <span class='txtocd'> -D2</span>الطلب الرقمي© و<span class='txtocd'> -D2</span>اعرض الرقمي©، بالضافة إلى استخدام قدرات الاستشراف التي كانت ضرورية لهم النقاط المحورة في استراتيجية العلامة التجارية الوطنية الشاملة. </p> <p> عملت لوم للاستشارات بلتعاون الوثيق مع <span class='txtocd'>TGA</span> حيث صممتا معًا سسلة من الإجراءات التكتيكية والمشايع الاستراتيجية، مثل مؤشر ميتا، الذي تضمن القياس الستمر لتسعة اتجاهت ميتا حددتها بلوم على أنها اتجاها مستقبلية قد تؤثر على التصورات العلمية تجاه تركيا. </p>
استشراف المكان, العلمة التجارية للبلان, تحليلات المكان,
البرامج | التقرير | البحث | الاستراتيجية
وكالة ترويج وتمية السياحة في تركيا (TGA)
2021
f
<p> تواصلت لجنة تنمية المنطقة الجنوبية الكبرى في أستاليا مع بلوم للاستشارات لإجراء دراسة جدوى لإنشاء علمة تجارية للوجهة على المدى الطويل، بهدف تعزيز النشا السياحي، جذب الاستثمارات، وزيادة عدد المواهب في النطقة. </p> <p> كجزء من المشروع، أجرت بلوم سلسلة من المقابلات مع أحاب المصلحة لفهم وجهات نظرهم وتأييدهم لفكرة إنشاء عامة تجارية للوجه السياحية في المنطقة الجنوبية الكبرى (أستراليا). بالضافة إلى ذلك، تم حليل الوثائق الحلية التي قدمتها شركة الخليج للتطوير السياحي لدراسة لنجاحات والإخفاقات السابقة. كما تم تقييم دراسات حالت مشابهة أجرتها بلوم للاستشارات لتوضيح الفوائد المحتملة لإنشاء علامة تجارية إقليمية. </p> <p> نتيج لهذه الدراسة، قدمت بلوم مجموعة من التوصيات إلى شركة الخليج، بما في ذلك نهج استراتيجي م 9 خطوات لكيفية المضي قدماً بناءً عى دراسة الجدوى التي تم تنفيذها. </p>
وضع العلامة التجارية
بحث |استاتيجية
هيئة تمية المنطقة الجنبية الكبرى
2021
f
<p> في عام <span class='txtocd'>2020</span>، أجرت بلوم للاستشارات دراستين متعمقتين لصالح مكتب التروج لجزر الأزور. كات الدراسة الأولى تهدف إلى معرفة الاذبية السياحية لزر الأزور وقياس أدائها مقارنة بالمنافسين، بينما ركزت الدراسة الثانية على رصد المعلوما المتاحة عبر الإنترنت حول جزر الأزر كوجهة سياحية. وي عام <span class='txtocd'>2021</span>، تابعت بلو بإجراء بحث ”المافر العالمي“ الذي استهدف <span class='txtocd'>10</span> أسواق لتحليل سلوك السياح اذين يزورون جزر الأزور. </p> <p> استخدمت بلوم اثين من برامجها المملوكة لها: <span class='txtocd'>D2-Digital Demand©</span> و <span class='txtocd'>D2-Digital Supply©</span>، حيث دّمت الأداتان رؤ متعمقة حول التواجد الرقمي لجزر الزور وسلوك السياح عبر الإنترنت، بالمقارنة مع المنافسين. في إطار تحليل <span class='txtocd'>World Traveller</span>، استُخدمت أدوات إضافية مثل اإحصاءات، الاستبيانات، والتجزئة الدقيقة لقياس اهتمام السياح من الأسوق المختلفة عبر الإنترنت </p> <p> أظهرت النتائج مصادر المعلومات السياحية التي يتم لبحث عنها عن جزر لأزور، بالإضافة لى المحتوى المتا حول الجزيرة. أغل المحتوى كان يدور حول ”عجائب الطبيعة“، ”المغامرات والأنشطة الخارجي“، و”أنشطة الطعم“. في المقابل، كانت أغلب عمليات ابحث تتم حول السفر والإجازات. سمحت هذه النتائج لجزر اأزور بفهم مدى توافق عروضها السياحية مع الطلبات المتقعة. </p> <p> من الجدير بالذكر أن جميع بيانات المسافرين كانت متاحة عبر الإنترنت، ما سمح لمكتب الترويج في جزر الأزور بمشاركة هذه المعلومات مع أصحاب المصحة لتحسين الاسترتيجيات المستقبلية. </p>
د 2 - الطلب الرقم، د 2 - العرض الرقمي، التجزئة الدقيقة
البرمجيات| تقرير| البحث
مكتب الأزور للمؤمرات والزوار
2021-2020
f
<p> في عام <span class='txtocd'>2019</span>، دخلت لجنة السفر الأوروبية <span class='txtocd'>(ETC)</span> في شراكة مع بلوم للاستشارات لاكتساب فهم أعمق لاحتياجات ورغبات الجماهير لمستهدفة في مجتمات الشغف المختلف، مثل عشاق فن الطي، وعشاق الحياة في المدينة، والمستكشفين الغامرون، ومستكشفي الهوية الثقافية والجذور. م ظهور جائحة كوفيد-19 بشكل غير متوقع، واجهت بلوم تحديا إضافياً تمثل في حديد تغير سلوك هذه المجتمعات وتقييم تأثير الجائحة عى رغبة الجمهور في زيارة أوروبا. </p> <p> لاستجاة لهذا التحدي، استخدمت بلوم برنامج <span class='txtocd'>D2 - Digital Demand Analytics©</span> لطوير ملفات تجزئة مفرطة لكل مجتمع باءً على الجنسية والتفضيلات السياحة. تم جمع البيانا من <span class='txtocd'>2018</span> إلى <span class='txtocd'>2021</span> لفهم التافي بعد الجائحة والتغيرات في السلوك السياحي. </p> <p> بفضل برنام <span class='txtocd'>D2-Digital Demand©</span>، تمكنت <span class='txtocd'>ETC</span> ن فهم الطلب السياحي لكل مجتمع شغف وتطبيق هذه الرؤى لكييف استراتيجياتها التسويقية وفقًا للوضع الجديد بع الجائحة. أظهرت ابيانات مرونة العامة التجارية لـ <span class='txtocd'>ETC (Visit Europe)</span> وقوة تعافي السياحة الأوروبية، حيث حققت أوروب أعلى معدل نمو في فترة ما بعد الجائة مقارنة بمنافسيا. </p>
د2 - الطلب الرقم
برنامج |تقرير
لجنة الفر الأوروبية
2021-2019
f
<p> في عام <span class='txtocd'>2020</span>، وظرًا لجائحة كوفي-<span class='txtocd'>19</span>، تواصل مكتب كاسكيس للسياحة مع بلوم للاستشارات لإجراء تقييم رقمي للهية الرقمية لكاسكيس باستخدام أدوا <span class='txtocd'>D2-Digital Demand©</span> و<span class='txtocd'>D2-Digital Supply©</span>، لتحليل البيانت من الأعوام <span class='txtocd'>2016</span> <span class='txtocd'>2019</span>إلى . </p> <p> كا الهدف من الدراسة هو تحليل عمليات البحث عبر الإنترنت حول كاسكايس، والتائج التي تظهر عبر الإنترنت عنها. أتاح هذان الأداتان لمكتب كاسكايس الصول إلى لوحة معلومات مخصصة تمكنهم ن تحليل البيانات وإضافة أو إزالة افلاتر بسهولة. </p> <p> من خلال <span class='txtocd'>D2-Digital Supply©</span>، تمكنت كاسكايس من فهم ”الهويات الرقمية“ اخاصة بها، عبر مراقبة النتائج المقدمة لكل بحث عالميً وفي أي وقت. كما تكنت من تقييم جودة المحتوى والتعرف لى المروجين للوجة في كل سوق. بينما أتاح <span class='txtocd'>D2-Digital Demand©</span> فه الأسواق المستهدة الرئيسية والأنطة السياحية الأكر طلبًا، مما ساعد في تطوير استراتيية للأنشطة المستبلية. </p> <p> أظهرت النتائج أن الطلب على كاسكاس كان في تزايد مسمر، وأنه يجب الاستمرار في التركيز لى الشواطئ، الجوف، وركوب الأمواج كنقاط جذب رئيسية. كما أكدت على ضرور مراقبة أداء المنافسين المباشرين للحفاظ على القدرة لتنافسية. تزايد اهتمام الأسواق الأجنبية بكاسكايس، مما يجعل الترويج ادولي أمرًا ضروريا. </p>
د 2 - الطلب الرقمي، د 2 - العرض الرقي
برنام |تقرير
مكتب كسكايس للسياحة
2020
f
<p> في عام <span class='txtocd'>2018</span>، كلفت الهيئة الأسترالية للتجارة والاستثمار (أوستريد) شركة بلوم للاستشارات بتطوير استراتيجية العلامة التجارية الوطنية لأستراليا وخطة لتنفيذها. كان الهدف هو تطوير تمثيل موحد لقدرات أستراليا لتحسين قدرتها التنافسية العالمية عبر مختلف القطاعات. </p> <p> بدأت بلوم المشروع من خلال تحليل التصورات الدولية في <span class='txtocd'>10</span> أسواق مختلفة واستهداف خمسة جماهير: رجال الأعمال، السياح، الطلاب، المواهب، والمواطنين العالميين. أظهر التحليل أن أستراليا تتمتع بتصورات إيجابية للغاية على الساحة الدولية، حيث تفوقت في مجالات البروز، الأعمال، العمل والمعيشة، الدراسة، والسياحة. ومع ذلك، كانت التصورات المحلية أقل تفاؤلاً مقارنةً بالتصورات الدولية. </p> <p> كان التحدي الرئيسي هو تحسين التصورات المحلية وجمع الأستراليين تحت علامة تجارية واحدة. بعد بحث شامل، حددت بلوم “التفاؤل” كفكرة مركزية تعكس ما تمثله أستراليا. </p> <p> زارت بلوم ولايات وأقاليم أسترالية مختلفة لإشراك أصحاب المصلحة الرئيسيين وشرح الفكرة المركزية وكيفية مشاركتهم في تطوير العلامة التجارية. أسفرت الجهود عن تطلعات وطنية مدعومة بشبكة من المشاركين من مختلف القطاعات مثل الحكومات، الوزارات، الجمعيات، الوكالات الثقافية والشبابية، والمجتمع المحلي. </p> <p> وأخيرًا، نشر فريق العلامة التجارية الأسترالية بالتعاون مع بلوم كتيبًا بعنوان ”الخطوات الـ 14 للعلامة التجارية للأمة“ </p>
Nation Branding, D2 – Digital Demand
الأبحاث | الاستراتيجية | الاستراتيجية
أوستريد - هيئة التجارة والاستثمار الأسترالية
2018-2020
f
<p> في عام <span class='txtocd'>2014</span>، كُلفت بلوم للاستشارات بتصميم وتنفيذ استراتيجية إطلاق للجزر البريطانية البٍكر في الأسواق الأوروبية الناطقة بالفرنسية، بما في ذلك فرنسا، سويسرا، موناكو، بلجيكا، ولوكسمبورج. شملت الخطوة الأولى تدقيق الوجهة وتحديد المنتجات السياحية الأكثر توافقًا مع اهتمامات المسافرين الجدد المحتملين من قطاعات متنوعة، مثل اليخوت، الغوص، الرفاهية الفائقة، صيد الأسماك، شهر العسل، وغيرها. </p> <p> قامت بلوم بتصميم استراتيجية العلامة التجارية والرسائل بما يتناسب مع السوق الناطقة بالفرنسية. فيما بعد، حصل أصحاب المصلحة في الجزر البريطانية البٍكر ، مثل مقدمي خدمات الإقامة وشركات اليخوت، على تدريب متخصص لتحسين قدرتهم على استقبال الزوار الناطقين بالفرنسية وتنمية أعمالهم مع صناعة السفر الفرنسية. </p> <p> بين عامي <span class='txtocd'>2014</span> و<span class='txtocd'>2020</span> (قبل إغلاق الحدود بسبب جائحة كوفيد-<span class='txtocd'>19</span>)، تم تنفيذ استراتيجية تسويق شاملة تستهدف صناع القرار في قطاع السفر (شركات الطيران، منظمي الرحلات السياحية، وكالات السفر، ودور الحوافز) وقادة الرأي (وسائل الإعلام والشخصيات المؤثرة)، إلى جانب القطاعات المتخصصة. </p> <p> قبل إعصار إيرما في <span class='txtocd'>2017</span>، أظهرت الأسواق الناطقة بالفرنسية أسرع نمو بين الأسواق الأوروبية، مع زيادة بنسبة <span class='txtocd'>%148</span> في الطلب. أصبحت فرنسا ثاني أكبر سوق مصدر للرحلات بعد المملكة المتحدة. كما ساعدت استراتيجية التعافي التي صممتها بلوم على استعادة أرقام الزوار الممتازة بحلول عام <span class='txtocd'>2019</span> بعد أزمة إعصار إيرما. </p> <p> هذا المشروع كان بقيادة شركة أتراكت قبل اندماجها مع بلوم للاستشارات. </p>
تنمية السياحة
التقرير | البحث | الاستراتيجية
فيرجن البريطانية (BVITB)
2014-2020
f
<p>In 2019, Bloom Consulting was contacted by MarkPlus, Inc. on behalf of the Indonesian Ministery of Tourism with the request to assess the digital appeal of tourism in Indonesia.</p> <p>Thanks to their Digital Demand - D2© software, Bloom Consulting was able to understand the most important target markets and their main touristic interests in Indonesia.</p> <p>The assessment revealed that while Indonesia may not currently rank among the largest tourism destinations in Southeast Asia, its tourism strategy made them stand out as the region's fastest-growing destination.</p> <p>The data also confirmed the importance of natural wonders, water activities such as diving and surfing, and historical sites in shaping their tourism strategy. Furthermore, it provided insights on how to develop future niche strategy looking at Indonesia's fastest growing sectors such as: honeymoons, gastro, medical and business tourism.</p> <p>Thanks to Bloom Consulting's assessment, the Ministry of Tourism not only gained insights into how the current tourism strategy was working, but they were also able to establish key considerations for the future.</p>
D2 – Digital Demand
Software | Training | Conference | Measurement
Private company, MarkPlus
2019 (pre-covid)
f
<p>Guimarães, the birthplace of Portugal, sought to enhance its tourism appeal and overcome challenges in international recognition. Bloom Consulting partnered with the Guimarães Town Hall to develop a comprehensive strategy. The research identified obstacles such as short stays, tourist concentration, decreased appeal among young people, and limited international recognition.</p> <p>The strategy, known as “Vimaranense Determination,” aimed to showcase the authenticity, hospitality, and pride of the local people. It emphasized unifying the territory, diversifying audiences, and enhancing stakeholder engagement. Four behaviours were identified: Pride of History, The Ultimate Host, Active Participation, and Love for the Territory.</p> <p>To implement the strategy, collaboration between the city council, local associations, and residents was crucial. The involvement of the community would serve as a catalyst for promoting Guimarães to both local and international audiences. Adapting messages to target different age groups and expanding international demand were also emphasized.</p> <p>Guimarães aimed to attract more visitors and instil a sense of Vimaranense determination in all who experienced the city. By partnering with Bloom Consulting and implementing this comprehensive strategy, Guimarães strived to strengthen its positions as sought-after destination, showcasing its historic significance and vibrant cultural heritage to the world.</p>
City Branding
Research | Strategy
Municipality of Guimarães
2018-2019
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<p>VIBE Israel, a non-profit NGO composed by people who share the common goal of developing the Israel Nation Brand and projecting its image around the world, commissioned Bloom Consulting to conduct research and develop a strategy for the Israel Country Brand. What made this project different was precisely the fact that Bloom Consulting was not contacted by the Israeli government, but by an independent entity.</p> <p>Although it is frequently in the international news, most people don't know much more about the Country than what is in the press. The main challenge of this project was then to move from the current negative associations of the Israeli-Palestinian conflict, to a more positive general perception based on the secular, multicultural, resilient and optimistic society of dreamers and filmmakers in Israel.</p> <p>Thus, the new Country Brand of Israel aims to redefine its brand and make it more attractive to the younger generations (Gen Zers and Millennials), including the young Jews born and living abroad, with the project's focus on the themes of Reputation, Talent, and Tourism.</p> <p>The quantitative and qualitative research covered the three areas mentioned (Reputation, Talent, and Tourism), which means that there was an enormous amount of data, allowing several possibilities of paths for the development of the Country Brand Israel. This Country Brand project is focused on people, behaviors, lifestyle and culture of Israel.</p> <p>To change the current international perception of the new strategy for Israel, Bloom Consulting has developed a comprehensive brand activation plan with over twenty projects to engage Israel's stakeholders. To manage, support and ensure the implementation of the strategy, Bloom Consulting has conceptualised and developed an ideal brand management structure for this project - including a dedicated team with individual responsibilities.</p> <p>This project was completed by 2018 and launched in 2019.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Vibe Israel
2018-2019
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<p>Bloom Consulting has been selected to develop the strategy of the Nation Brand of Andorra, an initiative together of the public and private sectors to define the strategic vision of the Nation Brand, focused on the dimensions of tourism, investment and promotion (public diplomacy).</p> <p>The aim of this initiative is to align the perceptions of the Andorran Nation Brand with reality, in which the first milestone is to present Andorra's public policies in Europe at the XXVII Ibero-American Summit 2020.</p> <p>The project also aims to focus the Andorran Nation Brand on the unique qualities that the Country has to offer. Having a deep connection to diplomacy, nature and technological development has allowed the Country and its citizens to have an inclusive and advanced perspective on life - a perspective that the Andorrans would like to share with the world.</p> <p>This project started in July 2018, and included the analysis of the Andorran Nation Brand evolution, international perception studies, stakeholder interviews, digital identity assessment in the Digital Demand - D2© tool, several workshops with stakeholders and the definition of the Central Idea.</p> <p>It was presented to the public in March 2019, with the recommendations of Bloom Consulting in terms of brand positioning, brand activation projects and the management model to be implemented, as we continue to do frequent follow-ups with the andorran Country Brand team.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Andorra
2018-2019
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<p>As the events and activities of Uruguay Week commenced in China to celebrate three decades of bilateral relations between the two nations, Uruguay XXI approached Bloom Consulting to conduct research on the current image and perceptions of Uruguay in the Chinese market.</p> <p>Bloom Consulting's research revealed strong engagement from Chinese individuals, attributed to the meticulous organization of Uruguay Week in China. These efforts led to positive perceptions among Chinese citizens, highlighting the pivotal role that consistent presence and messaging played in forming these positive views. The study validated the effectiveness of such activities during Uruguay Week in enhancing Chinese citizens' willingness to invest in and visit Uruguay.</p> <p>Uruguay XXI received two comprehensive reports—one centered on tourism and the other on investment—providing invaluable insights into Chinese perceptions of Latin America and, specifically, Uruguay. These insights were instrumental for Uruguay XXI, confirming the efficacy of these events in cultivating enduring ties with China.</p>
D2 – Digital Demand
RESEARCH, MEASUREMENT
Uruguay XXI
2018
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<p>Algarve Tourism Association approached Bloom Consulting once more in 2018 for World Traveller project.</p> <p>This time Bloom Consulting received a task to research and analyse 8 target markets in depth creating a multifaceted profile of tourists from these specific markets.</p> <p> Research included:</p> <p>• General knowledge about the key market, from demographic, geographic and economic data to specific notions that will expose the generic profile of the market.</p> <p>• In-depth understanding of the key market tourist, his habits, preferences, current trends, and all the information regarding his behaviour.</p> <p>• Access to key-market tourist online behaviour for all countries in the world, including seasonality and predominant topics in their preferences.</p> <p>• Understanding the economic habits of key-market tourists, particularly average travel spending and daily budgets during vacation periods.</p> <p>• Perceptions, knowledge, visit intention, and image association with the Algarve and all digital and statistical data from this outbound market to the Algarve.</p> <p>Project took 2 months to complete.</p>
D2 – Digital Demand©, Microsegmentation, D2-Life Quanti
Report | Research
Algarve Tourism Association
2018
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<p>Visit Stockholm and Stockholm Business Region commissioned Bloom Consulting to develop a support program for Stockholm's City Brand partners.</p> <p>The objective was to bring together the different stakeholders in a new partnership and management model to develop and improve the City Brand offer for visitors, investors and companies, aligned with the Stockholm DNA in a shared brand vision.</p> <p>The project involved quantitative research through Digital Demand - D2 and also qualitative research, in addition to the design of a transparent strategy.</p> <p>Bloom Consulting shared the results of the research and conducted a series of workshops throughout 2018 for the co-creation and empowerment of stakeholders and the Visit Stockholm and Stockholm Business Region team, as well as City Brand representatives.</p> <p>The final delivery of this project was a support system for Visit Stockholm and the stakeholders for the future development of the sector, with a focus on providing Marketing Intelligence, stakeholder management and City Brand alignment.</p>
Nation Branding and City Branding
Research | Strategy
Visit Stockholm & Stockholm Business Region
2018
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<p> In 2018, Bloom Consulting in partnership with Atrevia, were commissioned to develop the marketing strategy and implementation plan for the new El Salvador brand.</p> <p>Bloom Consulting was responsible for analyzing the existing Country Brand strategy and establishing an implementation plan across different markets. The company oversaw all creative output, ensuring it was ON brand or providing guidance on how to make it that way. Bloom Consulting also devised the right key performance indicators (KPI) to assess if each activity and initiative was resulting in the desired impact in target markets, as well as the measurement process.</p> <p>The outcome included designing creative collateral, including promotional videos and digital adverts, as well as producing and rolling out a media and publicity plan.</p> <p>Based on what the measurements revealed, the campaign reached its goals in significantly improving the perception of El Salvador and met the desired KPIs in most sectors.</p>
Nation Branding and City Branding
Research | Strategy | Implementation
PROESA Export & Investment Promotion Agency of El Salvador
2018
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<p>In 2013, we were commissioned to support the Ministry of Tourism and Transport of Senegal in designing the “Strategic plan 2014-2018 for a sustainable development of Senegal tourism”. The objectives of the mission, financed by the Japanese International Cooperation Agency, were to analyze the potential of international source markets and build a global attractivity marketing strategy for the destination to double the number of international arrivals (from 1 to 2 million per year) in five years' time.</p> <p>In addition to data research to better situate Senegal in its global competitive environment, Bloom Consulting conducted over 40 interviews with international travel industry decision makers and experts from 10 different source markets. A national research restitution workshop chaired by the Prime Minister and in the presence of all key players of the Senegalese tourism industry made it possible to define the structure and marketing plan of a new DMO likely to implement this ambitious growth objective.</p> <p>* Project led by Attract before merging with Bloom Consulting</p>
Tourism Development
REPORT | RESEARCH | STRATEGY
Senegal Ministry of Tourism and Transports
2013-2018
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<p>The Costa Rican Exports Promotion Agency (PROCOMER) commissioned Bloom Consulting together with PlaceMatters to evaluate the 'Esencial Costa Rica' Country Brand Strategy from a Tourism, Exports and Investment perspective. Furthermore, the client requested a comparison of Costa Rica’s relative performance against four selected competitor Countries. Moreover, an analysis of 20 selected target markets was made. In addition to the assessment of the Country Brand, Bloom Consulting and PlaceMatters were asked toprovide strategic recommendations for the Countrys Nation Branding strategy.</p> <p>The research conducted using the Digital Demand - D2© software revealed that Costa Rica particularly stands out as a strong contender in the Tourism Dimension, where it has not only received a large number of searches compared to its competitors, but has also been experiencing high growth.</p> <p>The analysis of Costa Rica’s positioning in the three most recent Bloom Consulting Country Brand Ranking© Tourism and Trade editions showed that the Country is clearly on the rise, both on a global and regional level (the Americas) in the Tourism edition. In the Trade edition, Costa Rica has been performing fairly well, but has very strong direct competitors.</p> <p>Finally, a qualitative study performed with over 800 international tourists and businesspeople revealed that Costa Rica is perceived as the most appealing Tourism Destination among its competitors, and that these perceptions have been steadily improving over the past three years. Furthermore, international businesspeople believe that Costa Rica is a more appealing Country to do Business with than its competitors and that, again, these perceptions have strongly improved over the past three years.</p>
Nation Branding and City Branding
Research | Strategy
Costa Rican Exports Promotion Agency
2017
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<p>The Jamaican Promotions Corporation (JAMRPO) approached Bloom Consulting with the task to holistically assess the Jamaican Nation Brand. This assessment formed part of a Nation Branding program which was to be initiated in the Country. The appeal of Jamaica in the five Dimensions National Prominence, Tourism, Talent, Investment and Exports, was analyzed by using the Digital Demand – D2© software. Additionally, the appeal of Jamaica’s most important Brands was also assessed with the D2© software. Furthermore, Jamaica’s Country Brand was also evaluated by using three most recent Bloom Consulting Country Brand Ranking© Tourism and Trade editions, as well as Forecasts of the CBR© 2019/2020 Tourism and Trade editions. Furthermore, JAMPRO requested a comparison of Jamaica’s relative performance in the five Dimensions against five selected competitor Countries. Moreover, an analysis of 10 selected target markets was made.</p> <p>The research conducted using the Digital Demand D2© software revealed that Jamaica performs particularly well in the National Prominence and the Exports Dimensions, where it currently ranks 2nd in the competitor. The research also revealed that Jamaica’s most prominent Brands were Usain Bolt and Bob Marley and that the 2016 Olympic Games had an impact on the appeal of Jamaica’s most prominent Destinations.</p> <p>The analysis of Jamaica’s positioning in the three most recent Bloom Consulting Country Brand Ranking© Tourism and Trade editions showed that the Country is performing well in both rakings. However due to strong competition, Jamaica’s main priority in terms of Country Branding should be to secure its position and maintain its appeal within the regional context.</p>
Nation Branding and City Branding
Research
Jamaican Promotions Corporation
2017
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<p>In 2016, Bloom Consulting in consortium with Kausa Central Creativa (Havas Media Group), named “Kausa Bloom”, were commissioned to develop the Paraguayan Country Brand. This project was made possible through a grant from the Inter-American Development Bank. The development of #DigitalParaguay aims at attracting Foreign Direct Investment and promoting Paraguayan exports.</p> <p>By performing in-depth research of the Country’s appeal, Bloom Consulting has recognized the potential and strengths of Paraguay, which is actually the only South American Nation that has been experiencing constant economic growth despite the economic crisis, exceeding strong competitors such as Brazil and Argentina. The development of the Paraguayan Country Brand is a comprehensive consulting project which involves analysis, strategy development as well as the implementation of projects. Furthermore, together with an external team of creative directors, Bloom Consulting is also responsible for managing the visual identity of the new Country Brand.</p> <p> The Country Brand was launched during the Inter-American Development Bank annual meeting, which took place in Asunción on March 31st, 2017.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Government of Paraguay
2016-2017
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<p>In 2013, we were appointed by Team London Bridge (TLB) and the Business Improvement District for North Southwark, to prepare a tourism Place Brand strategy for the area and a brand identity to promote the local offer and experience.</p> <p>The area was one of great historical, cultural and business signficance for London as a whole. Culturally the area was home to Chaucer, Shakespeare and Dickens and now hosts several globally known theatres including The Globe and The Bridge, the newest of them.</p> <p>The project was guided by a small steering group of key stakeholders from the area.</p> <p>A detailed brand proposition – “London Bridge Revealed” was approved in December 2013 and launched in the spring of 2014.</p> <p>This Place Brand has resulted in a recogniseable increase in tourism in the area and its establishment again as a driver of Londons economy, helped by the building of The Shard and the development of the surrounding “London Bridge Quarter” as a prime office and business location.</p> <p>* Project led by Placematters before uniting with Bloom Consulting</p>
Place Branding
Strategy
London Bridge
2016-2017
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<p>Between 2015 and 2017, Bloom Consulting has been providing Innovation Norway with insights into Norway’s touristic Digital appeal. The analyses we have performed so far have been twofold:Besides providing them with an analysis of the general touristic Digital demand, we also measured the effects that their promotional efforts for specific activities.</p> <p>By using our proprietary Digital Demand - D2© software, we were able to evaluate and monitor the Digital performance of Innovation Norway’s specific campaigns. We could see during which months which type of campaigns had the most impact on which target audience. Innovation Norway implemented the strategic recommendations we gave them which we based on these findings. Linking the insights we obtained from the Digital Demand - D2© software with their promotional activities for these three products has had a successful effect on the touristic Digital demand for these specific activities in Norway.</p>
Digital Demand - D2©
Software | Report
Innovation Norway
2015-2017
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<p>Idanha-a-Nova, a small Portuguese municipality with 10’000 inhabitants, reached out to Bloom Consulting to come up with a strategy to attract citizens who are looking for a new lifestyle of living in a rural area surrounded by nature. Idanha wanted to counteract the increasing trend of young professionals moving to big Cities as a consequence of the financial crisis.</p> <p>The strategy Bloom Consulting recommended had positive results, which was mainly due to the implementation of the “Restart in Idanha program. Bloom Consulting came up with four programs which were implemented:“Green Valley, which helps stimulate innovation and attract entrepreneurs, Live”, which secures the integration of new families in Idanha, “Experiment”, which promotes Idanha as a seasonal touristic destination, and “Made In which incentivizes the export of local products. We achieved these four projects by conducting interviews, which enabled the creation of extensive reports, and by analyzing the Digital Demand for Investment, Talent and Tourism in Idanha.</p> <p>Bloom Consulting used the results of the analysis to closely accompany the program. Since 2014, Bloom Consulting has been responsible for the Brand Management, which involves the supervision of the overall communication, public relations and advertising. The Restart in Idanha” program proved to be successful:The “talent exodus” was stopped. Additionally, within 6 months of implementing the new strategy, 300 families expressed a real desire to move to Idanha and restart their lives.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Municipality of Idanha-a-Nova
2014 - 2017
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<p>The Export and Investment Promotion Agency of El Salvador (PROESA) contacted Bloom Consulting in 2016 in order to gain a better understanding of their Digital appeal as an investment destination. For Bloom Consulting, this did not only imply researching El Salvadors target audiences and finding out which socio-economic factors potential investors were searching for, but also to understand the Country’s competitive positioning in Central America.</p> <p>The research conducted using the Digital Demand - D2© software indicated that El Salvador’s Digital appeal had been increasing despite the challenge the Country has been facing related to their crime rates. The increase in the Country’s Digital appeal was especially related to their economic strength and labor pool.</p> <p>Based on these findings, Bloom Consulting suggested a strategy to improve El Salvador’s Digital appeal. Bloom Consulting recommended PROESA to promote the growing economic strength of El Salvador and to geographically segment their target markets in order to attract the audiences with the highest potential to invest in the Country.</p>
Digital Demand - D2©
Software | Report
Export and Investment Promotion Agency of El Salvador (PROESA)
2016
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<p>In 2016, Koenig and Partners hired Bloom Consulting to research Ecuador’s Country Brand in the Tourism Dimension and compare it to selected Latin American competitors. In addition to obtaining a general overview of the Digital demand for tourism in Ecuador, Bloom Consulting was asked to measure the impact of the “All You Need is Ecuador” campaign which was created for the Ministry of Tourism by Koenig and Partners. The campaign was launched in June 2014 involved placing each individual letter of the slogan “All You Need is Ecuador” in iconic places of 19 Cities around the world. The 6-meter-tall letters were interactive, e.g. inviting people to take pictures with the letter and posting them on social media with the hashtag #allyouneedisecuador.</p> <p>Bloom Consulting used their proprietary Digital Demand - D2© software to conduct the research. The study revealed that searches performed by global citizens towards Ecuador increased by 35% in the month of the launch of the campaign. Based on the findings of the study, Bloom Consulting made several recommendations for the short, medium and long-term, which should enable Ecuador to further boost its Country Brand.</p>
Digital Demand - D2©
Software | Report
Ministry of Tourism of Ecuador / Koenig and Partners (Private Inv.)
2016
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<p>In 2016, the Munich City Council approached Bloom Consulting to gain a deeper understanding of its appeal as a City Brand in the Digital world.</p> <p>By using the Digital Demand - D2© software, Bloom Consulting was able to segment both the domestic, as well as the international market and compare Munich to its main competitors in order to acquire specific insight into the City’s touristic demand. This analysis also gave Munich further insight into the performance of major German competitor cities.</p> <p>The research revealed a distinct behavior related to the geographical proximity of each target audience to Munich. On the base of this data, Bloom Consulting recommended a tailored market segmentation strategy which involved creating specific products and services for each target audience. This enabled Munich to optimally position themselves as a tourist destination vis-à-vis their competitors.</p>
Digital Demand - D2©
Software
Munich City Council
2016
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<p>The Costa Rican Investment Promotion Agency (CINDE) hired Bloom Consulting to carry out a detailed analysis of Costa Rica’s appeal to potential foreign investors and to assess the Country’s investment brand in the international context. Additionally, the client requested a comparison of Costa Rica’s relative performance in the investment sector against its most important competitor Countries.</p> <p>The research conducted using the Digital Demand - D2© tool provided investment-related online search data by potential investors and reflected the impact that Costa Rica’s investment brand has on various types of investors. The study demonstrated that Costa Rica’s investment demand has high potential to grow with respect to its main competitors, since there is an increased online interest in the general economic and investment climate in the Country. Costa Rica had also been experimenting with various policies, in relation to green energies, and we managed to see the impact they had on the international perception, and overall Digital Demand of the Country with our D2© tool. This was a very interesting insight as we could properly track the progress of the government’s work and we could hence provide them with recommendations on how to improve their appeal at the heart of the international community of investors.</p>
Digital Demand - D2©
Software | Report
Costa Rican Investment Promotion Agency
2015-2016
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<p>Riga was a European Capital of Culture in 2014, which entailed organizing approximately 200 projects and events related to culture. The City of Riga contacted Bloom Consulting in 2015 to measure how their status as Culture Capital affected the touristic demand for the City.</p> <p>Using the Digital Demand - D2© software enabled Bloom Consulting to measure the increase in the touristic Digital demand in general and therefore see how Riga being a European Culture Capital impacted the overall perception of the City as a culture destination. Furthermore, Bloom Consulting was able to provide the City of Riga with in-depth information about which target audiences were searching for which specific touristic activities and attractions in the City.</p> <p>While an increase in the touristic Digital demand for Riga could be observed with the Digital Demand - D2© software in the short-run, Bloom Consulting did not see a significant impact of Riga being a Culture Capital in their touristic Digital demand.</p>
Digital Demand - D2©
Software | Report
Live Riga (City of Riga)
2015-2016
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<p>Macaos Tourism Board hired Bloom Consulting to launch a project over a period of two years, with the aim of understanding the perceptions that potential tourists from Spain and Portugal have about Macao. The promotion agency of Macao also wanted to understand how to expand their tourism offer as well as increase trade and promotional efforts.</p> <p>Using our Digital Demand - D2© software we were also able to analyze the perception of Macao in comparison to its competitors such as Hong Kong and Singapore. Macao’s promotion agency in Portugal monitored the appeal of Macao in Iberia over the 2-year period of the project and concluded that there is more to Macao than people realize, the Region offers more than just gambling. Our results analyzed the behaviors of the two Iberian markets (Spain and Portugal) to assess the cultural proximity of potential visitors. Visitors from Portugal proved to have a deeper understanding about Macao as it is a former territory.</p> <p>This project resulted in growth for Macao, following our comparison of the behaviors of these two markets to global behavior trends around Macao.</p>
Digital Demand - D2©
Report
Macao – Promotion Agency
2015-2016
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<p>Since 2014, Bloom Consulting has been monitoring the appeal of Sweden’s touristic brand in various Countries with the Digital Demand - D2© tool. Besides a more general analysis of the digital appeal of Sweden in the Tourism Dimension, Bloom Consulting has provided the Swedish Tourism Authority with an in-depth analysis of the Countries’ appeal as a nature destination for more than 15 selected target markets, as well as with a comparison of products and services from competitors.</p> <p>The results of the Digital Demand - D2© analysis depicted a clear strategy for strengthening Sweden’s touristic appeal in order to maintain its position as the top Scandinavian tourist destination. Accordingly, our recommendations focused on reducing the Swedish tourism industry’s dependence on summer seasonality, as well as ensuring an increased brand promotion in both recurrent and potential markets through the segmentation of the most popular tourist attractions and activities within corresponding regions.</p>
Digital Demand - D2©
Software | Report | Consulting
Swedish tourism Authority
2014-2016
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<p>In 2014, Bloom Consulting carried out extensive research for Germany’s Tourism Board to provide a thorough analysis of its touristic appeal, and benchmark Germany’s performance compared to other European competitor Countries.</p> <p>The research process utilized Bloom Consulting’s Digital Demand - D2© tool to provide highly detailed insights concerning online touristic behavior for Germany and a selection of European competitors. The interpretation of D2© data identified differing perceptions of Germany between neighboring and more international markets:increasing distance from Germany correlates with higher demand for stereotypical touristic activities. This conclusion formed the basis of a clear strategy for attracting tourists to Europe’s largest economy. Germany could focus on niche markets for the neighboring touristic demand, while reinforcing existing stereotypical strengths to engage with tourists from further afar.</p>
Digital Demand - D2©
Software | Report
German Tourism Board
2014-2016
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<p>With a tourism industry historically dependent on summer visitors from neighboring Baltic, Scandinavian, and Eastern European Countries, Latvia Travel hired Bloom Consulting in 2014 to assess its Country’s touristic brand appeal within Nations outside of local European markets, seeking strategic advice for tourism promotion in formerly underutilized regions.</p> <p>Our Digital Demand - D2 © tool successfully identified trends and methods useful for strengthening Latvia’s touristic brand appeal within potential non-European target markets. Through our recommendations, Latvia Travel was further able to discover approaches for rectifying their skewed tourism seasonality, as well as compare their Nation’s touristic brand appeal with a benchmark of similar European tourist destinations.</p> <p>Latvia Travel approached Bloom Consulting again in 2016 in order to analyze the effect that their efforts had following our previous advice. We were able to measure the impact of their new strategy by using the Digital Demand - D2 © tool again.</p>
Digital Demand - D2©
Software | Report
Latvian Invest. Dev. Agency (LIAA)
2014 - 2016
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<p>With a tourism industry historically dependent on summer visitors from neighboring Baltic, Scandinavian, and Eastern European Countries, Latvia Travel hired Bloom Consulting in 2014 to assess its Country’s touristic brand appeal within Nations outside of local European markets, seeking strategic advice for tourism promotion in formerly underutilized regions.</p> <p>Our Digital Demand - D2 © tool successfully identified trends and methods useful for strengthening Latvia’s touristic brand appeal within potential non-European target markets. Through our recommendations, Latvia Travel was further able to discover approaches for rectifying their skewed tourism seasonality, as well as compare their Nation’s touristic brand appeal with a benchmark of similar European tourist destinations.</p> <p>Latvia Travel approached Bloom Consulting again in 2016 in order to analyze the effect that their efforts had following our previous advice. We were able to measure the impact of their new strategy by using the Digital Demand - D2 © tool again.</p>
Digital Demand - D2©
Software | Report
Latvia Travel
2014 - 2016
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<p>Bloom Consulting has been working together with the Latvian Investment Development Agency (LIAA) since 2005. We have worked on numerous projects to focus on the multiple different sectors that were considered to be strategic for Latvia, with the aim of increasing the appeal that Latvia has to foreign direct investors.</p> <p>The result of our collaboration for the development of the Nation Brand strategy can be summarized with the POLARIS Process ®, a unique investment methodology specifically tailored to increase the growth of the Latvian economy and investment rate. The POLARIS Process ® is the result of the alliance between the Latvian public sector, the local and national government, the private sector, as well as leading Latvian research institutions and universities. This gave investors access to all of these resources and enabled them to profit from the synergy that this mix creates, which guarantees the best results for the development of projects financed by international investors.</p> <p>At this point in time, Bloom Consulting continues to provide insights and advice to LIAA. Our experts closely follow the implementation and growth of the POLARIS Process ®. Furthermore, they assist and provide seminars, lectures and events organized for the LIAA.</p> <p>Since 2014, Bloom Consulting has focused more on the development of strategies and the analysis of “Made in Latvia” products. The tasks and projects include the segmentation of the profiles of foreign investors and international consumers. The scope of these projects also includes a strategic marketing plan. Furthermore, Bloom Consulting developed a strategy for Country Branding Innovation to boost Latvia’s appeal as a #DigitalCountry.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Latvian Invest. Dev. Agency (LIAA)
2005 - 2016
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<p>Bloom Consulting was employed by the Tourism Cluster Herzegovina to develop a comprehensive study with the objective of measuring the touristic Digital appeal of both Bosnia and Herzegovina as a Country and Herzegovina as a Region. Additionally, the analysis conducted by Bloom Consulting was aimed to identify the most important target markets and their main touristic interests in Bosnia and Herzegovina, as well as in the Region of Herzegovina.</p> <p>The results of the study performed with the Digital Demand - D2© tool showed poor Digital presence and interest in Bosnia and Herzegovina’s tourism offers on a National, as well as on a Regional level. Based on the results of the analysis, Bloom Consulting was able to develop a clear Place Branding strategy which included the creation of Herzegovina’s Regional touristic brand through its Cities and touristic destinations. The strategy also entailed additional studies to understand external perceptions of the Country and the Region of Herzegovina in order to define their key strategic positioning and unique touristic offers.</p>
Digital Demand - D2©
Report
Tourism Cluster Herzegovina
2015
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<p>The Tourism Association of Algarve contacted Bloom Consulting in 2015 in order to understand the Digital appeal of Algarve as a Destination Brand. The project specifically consisted of analyzing whether there was any dependency on specific target markets, which was confirmed. Bloom Consulting recommended to reduce Algarve’s high reliance and promote less generic and more specific products.</p> <p>Furthermore, Bloom Consulting developed a comprehensive stakeholder management program for the Tourism Association of Algarve, with the objective of attracting more associates to empower the brand locally, as well as to manage and measure the overall Destination Brand evolution. Hence, besides developing a Region Branding strategy for the external promotion of Algarve, Bloom Consulting also helped the Tourism Association of Algarve to promote themselves as an organization.</p>
Nation Branding and City Branding
Research | Strategy
Tourism Association of Algarve
2015
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<p>The investment promotion agency of Cape Verde (CVI) contacted Bloom Consulting in 2015 with the objective of creating a Country Branding strategy to increase the appeal of Cape Verde to foreign direct investors. It was essential for the project to find the differentiating factors that make Cape Verde stand out in the eyes of international investors.</p> <p>With the support of the Cape Verdean government and its most important key stakeholders, it was possible to find out which aspects of the local culture played an important role for the attraction of FDI:stability, kindness and the welcoming nature of the people, all of which can be summed up with a Cape Verdean word:“Morabeza”.</p> <p>Consequently, the Country Branding strategy was aligned with this sentiment. Bloom Consulting suggested to push forward the idea which aimed at making investors feel welcomed by guiding and helping them throughout the whole investment process. The strategy allowed for international investors to feel cared for and supported and therefore created a feeling of trust which enabled Cape Verde to build relationships with them.</p> <p>Additionally, Bloom Consulting recommended that Cape Verde should further focus on investing in the tourism industry, expand tourism real estate, and position themselves as a center of business logistics. Furthermore, Bloom Consulting created approximately 20 projects to help establish a positive perception of Cape Verde within key markets, such as BENELUX, the United Kingdom and Spain.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Cabo Verde Invesimentos (CVI)
2015
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<p>In 2016, the City of Buenos Aires contacted Bloom Consulting with the request to measure the digital appeal of Buenos Aires and develop a strategy to promote the City as a tourism destination. </p> <p>The analysis Bloom Consulting conducted using the Digital Demand - D2© software revealed that Buenos Aires was no longer one of the sole leading City Brands of South America. The number of searches performed about the City has been decreasing in the past two years, whereas the digital appeal of most other major South American Cities has been constantly increasing. We pointed out that although Buenos Aires is still the second most searched for City in South America after Rio de Janeiro, they have to take action to ensure sustainable future growth of their City Brand.</p> <p>Bloom Consulting recommended the City of Buenos Aires to promote the cultural assets the City already has in order to increase their appeal. Furthermore, we suggested targeting other non-South American destinations, as those are the audiences who have been performing an increasing number of tourism-related searches directed towards Buenos Aires. Based on the seasonality in searches, we suggested implementing more promotional activities in a specific time-span.</p>
Digital Demand - D2©
Software | Report
City of Buenos Aires
2015
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<p>The City Council of Abu Dhabi approached Bloom Consulting to deliver a City Branding workshop to over 50 key business stakeholders in Abu Dhabi. The workshop analyzed the City’s current global Digital perception with the aim of developing a structured strategy to improve Abu Dhabi’s Digital appeal.</p> <p>Bloom Consulting analyzed the present status and perception of #DigitalAbuDhabi, and then went on to provide innovative brand management and brand promotion solutions, providing a comprehensive summary of what exactly a #DigitalCity is. The in-depth analysis allowed for the formulation of a central idea and a set of 20 strategic City Branding projects and activities to implement for the improvement and creation of #DigitalAbuDhabi.</p>
PLACE BRANDING TRAINING AND KEYNOTES
Keynotes | Innovation Workshops
Abu Dhabi City Council
2015
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<p>The City of Helsinki hired Bloom Consulting to measure Helsinki’s touristic appeal and positioning amongst other Northern European capitals.</p> <p>The study which was conducted by using Bloom Consultings proprietary Digital Demand - D2© tool provided access to a new set of metrics and key performance indicators (KPIs) which provide the City of Helsinki insight about their Destination Brand for tourism, of the domestic market behavior, as well as of the City’s competitors. Additionally, the study included an analysis of the Digital demand for the City of several selected target markets.</p> <p>The analysis showed that potential tourists from different target markets have different preferences and expectations regarding tourism-related activities in Helsinki. The City is mostly perceived as an interesting destination for Leisure and Entertainment activities as well as for Culture and Art. Thus, Bloom Consulting provided the City of Helsinki with a set of recommendations for the development of a marketing plan which focuses on the promotion of their #DigitalCity</p>
Digital Demand - D2©
Report
City of Helsinki
2015
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<p>By request of the European Travel Commission (ETC), Bloom Consulting researched the Digital Demand - D2© of international tourists for “Destination Europe”. The principal objective of this research was to measure and evaluate the touristic appeal of “Destination Europe” in the world.</p> <p>Based on our Digital Demand - D2© results for tourism-related activities in 36 Countries in Europe, we were able to provide an accurate comparison of Destination Europe to other Regions, which enabled us to determine the positioning of its touristic brand appeal. The study also revealed the European Touristic Powerhouses, which are the Countries that contribute the most to the Digital Demand for Europe 36. The most interesting touristic attractions Europe 36 offers to international tourists are related to Gastronomy and Beaches. The results of the analysis showed that Destination Europe’s Digital Demand is highly influenced by seasonality which is mostly concentrated in the first seven months of the year.</p>
Digital Demand - D2©
Report
European Travel Commission
2015
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<p>The Tourism Board of Oporto and the Northern Region of Portugal hired Bloom Consulting seeking analysis of the Region’s appeal as a City break destination and the Region’s attractiveness towards international tourists. The client was also interested in understanding the way that they are perceived by potential visitors, and the level of awareness that these visitors have about the Region.</p> <p>Using Bloom Consulting’s proprietary tool Digital Demand - D2©, we were able to highlight which markets are Oporto and Northern Portugal’s main</p> <p>This project outlined the importance of coherent Place Branding, as it became clear that potential tourists held certain misconceptions about the City of Oporto versus the Region itself.</p>
Digital Demand - D2©
Software | Report
Turismo do Porto e Norte de Portugal
2015
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<p>Bloom Consulting was asked to advise the Seychelles Tourism Board on management strategies for their Destination Brand, as well as on optimal brand positioning methodologies within selected target markets.</p> <p>With the results obtained from our Digital Demand - D2© tool we were able to determine the global relevance of the Seychelles tourism industry across a variety of tourism segments. Our analysis revealed a clear strategic path for the Seychelles Tourism Board to assume:the international promotion of the archipelago as a diverse tourist destination with far more attractions than just the beach. Our recommendations also provided a detailed breakdown of the Seychelles’ touristic appeal across selected tourism segments – most specifically Honeymoons and Luxury Tourism – as well as the most effective strategies for promotion within emerging target markets.</p>
Digital Demand - D2©
Software | Report
Seychelles Tourism Board
2014-2015
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<p>In 2014, we were commissioned to design and implement a launch strategy for Macedonia that was still a little-known destination on the French market. First, a destination audit identified and prioritized the various tourist products likely to correspond with the demand of potential travelers from various market segments: cultural and wine tourism, outdoor activities, city breaks etc. Then, Bloom Consulting designed a brand and messaging strategy adapted to the local market.</p> <p>Following this, a group of MAPST stakeholders (accommodation providers, incoming agencies etc.) received training on the specifics of the French market to improve their ability to grow their business with the outgoing travel industry and better receive their French speaking visitors.</p> <p>A holistic B2B, B2C and PR operational marketing strategy was then carried out, targeting industry decision makers (airlines, tour operators, travel agencies etc.), travel opinion leaders (media, influencers etc.) and various niche segments.</p> <p>After only one year of marketing activation, the MAPST's investment into promotion in France showed it first effects. 2015 figures presented the highest increase rate in arrivals (+41,4%), overnights (+47,5%) and length of stay out of all major outbound continental European markets. Return on investment measurements showed that every €1 invested in promotion in France through Bloom Consulting generated €6 of extra spending in the destination by French holiday makers.</p> <p>* Project led by Attract before merging with Bloom Consulting</p>
Tourism Development
REPORT | RESEARCH | STRATEGY
Macedonia Agency for Promotion and Support of Tourism (MAPST)
2014-2015
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<p>Bloom Consulting was approached by the Malta Tourism Authority to investigate the appeal of the Country’s tourism brand in an international context, with the aim of acquiring insight into the segmentation of the Nation’s touristic appeal within key European target markets.</p> <p>The research conducted using Bloom Consulting’s proprietary Digital Demand - D2 © tool provided the Malta Tourism Authority with detailed explanations of what currently attracts the most tourists to the Country, as well as an assessment of the importance of the Nation’s emerging tourist attractions and activities across ten selected target markets. Bloom Consulting further provided recommendations for the future inclusion of underused Maltese tourism assets in international promotion strategies by encouraging the development of a strategy for utilizing the Country’s untapped cultural and historical heritage. </p>
Digital Demand - D2©
Report
Malta Tourism Authority
2014
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<p>The Aruban Tourism Authority commissioned Bloom Consulting to provide services using the Digital Demand - D2© software. The objective was to assess the demand for tourist attractions and activities in Aruba, a popular destination for tourists from neighboring North and South American Countries, from its less prominent European market.</p> <p>The D2© tool provided the Aruban Tourism Authority with a concrete measurement of the Island’s attractiveness within selected European markets and allowed Bloom Consulting’s experts to compare the behavior of target market visitors to the behavior of main market visitors. The detailed segmentation of ten European inbound markets allowed for further strategic brand positioning recommendations to be made for these target markets.</p>
Digital Demand - D2
Report
ARUBAN TOURISM AUTHORITY
2014
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<p>The Madrid Regional Government Tourism Authority contacted Bloom Consulting to measure the appeal of Madrid’s existing City Brand by means of a benchmark of its Digital Demand - D2© in relation to that of other European Cities. These included Paris, London, Berlin, Amsterdam, Rome, and Barcelona.</p> <p>GThanks to Bloom Consulting’s proprietary Digital Demand - D2© tool, our experts advised the Madrid Regional Government on the raw touristic appeal of the City in comparison to its competitors, and developed effective strategies for repositioning the City’s brand in an effort to reverse decreasing tourism revenues in Madrid.</p> <p>Our recommendations were designed to strengthen Madrid’s appeal in untapped tourism segments, as well as to reinforce the Citys main touristic target markets.</p>
Digital Demand - D2©
Report
Madrid Tourism Authority
2014
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<p>Bloom Consulting developed a tailored report for the Tourism Board of Austria with the objective of not only understanding the behavior and preferences of their current target markets, but also discovering new potential markets.</p> <p>Through our proprietary Digital Demand - D2© tool, we were able to see the differences between Austria's appeal to European Countries, North America and the Asian emerging markets. Based on the different expectations and demand from the target markets, Bloom Consulting was able to provide a set of recommendations regarding the best way to approach and maintain positive relationships with these potential tourists.</p>
Digital Demand - D2©
Report
Austrian Tourism Office
2014
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<p>Bloom Consulting was approached by a private investor to advise the mayor of Miami City on how to position the Miami City Brand as a “Global City” by utilizing its reputation as being on the forefront of American pop culture to establish itself as the new “Media Capital” of the Americas.</p> <p>Bloom Consulting used their proprietary research methods to develop a strategy that encompassed the City’s needs. The branding strategy was developed by focusing on and taking advantage of Miami’s cultural prominence.</p> <p>The research highlighted the fact that Miami holds a great leverage in the domains of culture, broadcasting and music. By applying the suggested strategy, the City was successfully encouraged to promote itself as a business location for information technology. Bloom Consulting specifically advised Miami to focus on Latin American clients as their target market due to the region’s importance to the economic future of the USA.</p>
Nation Branding and City Branding
Strategy
Miami City (Private Inv.)
2013
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<p>In May 2013 we were part of a team led by Colliers International (Ireland), which was responsable for developing a Place Brand strategy for the Cork City Region of south west Ireland. This was the first City Brand created in Ireland and one of the first in Europe.</p> <p>Although the Region had been quite successful in attracting significant new businesses through the work of the Country’s national Industrial Development Agency (IDA), it recognised it lacked a comprehensive development strategy covering tourism, human talent and urban regeneration as well as the attraction of Foreign Development Investment (FDI).</p> <p>Over the following two years, a realistic and complete brand proposition was created along with marketing colateral by the consortium, which was designed to retain and attract investment, business and talented people as agreed.</p> <p>The brand development programme commenced with an audit of the current marketing and messages from local authorities and private sector operators in the Region. This was followed by an extensive audit of that offer and experience, resulting in the development of an outlined brand proposition. It was refined following the results of market testing with the key local stakeholders in the Region.</p> <p>It was then largely and successfully tested with a sophisticated brand descriptor designed and developed by the team of experts.</p> <p>* Project led by Placematters before uniting with Bloom Consulting</p>
Place Branding
Strategy | Implementation
Cork Region
2013
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<p>In May 2013 under the leadership of Team Trajectory, wet developed a strategy for the City Brand of Mississauga (Ontario) and its downtown area.</p> <p>The City already had a reputation as a good location: it hosted HQ’s of 50 of the top global north American companies and was a popular destination for immigrants from the Indian sub continent. And it is the location of the Toronto Lester Pearson international airport, the premier gateway to eastern Canada for tourists and business.</p> <p>However, it was recognised that Mississauga needed to create its own distinctive identity and brand for its own offer. This involved a comprehensive programme of consultation with the key city stakeholders, city councillors, comercial businesses and representatives of civic and community groups.</p> <p>The brand development programme was based on initial interviews with stakeholders and a workshop programme to frame options to the Central Idea and how it might be developed.</p> <p>This resulted in a green City Brand and as a welcoming place to live, learn, work and locate a business. The brand was unveiled by the City Council in May 2014 and the city now has an even stronger image and identity as a welcoming and supportive place for people and businesses.</p> <p>* Project led by Placematters before uniting with Bloom Consulting</p>
Nation Branding and City Branding
Strategy
City of Mississauga
2013
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<p>In 2012, we were a member of the Colliers International (Ireland) team that developed a business City Brand strategy for the docklands area of the City of Cork.</p> <p>The docklands area of the City along the River Lee , that had run down over the preceeding 20 years and many sites and buildings were vacant and many dilapidated creating a sense of decay at the heart of the City adjacent to its centre.</p> <p>However, more positively, the project team identified development potential and unique opportunities as this large area provided major services and modern manufacturing employers.</p> <p>The current nature of interest in the Cork City Region from FDI prospects were handled to identify key sectors to explore possible investments in the area.</p> <p>This led to a set of practical recommendations for targeting companies for specific sites and a series of meetings with potential developers interested in building speculitive offices and light industrial facilities in the area. They were considered by Cork City Council and its key stakeholders in late 2013 and subsequently proposals for the construction of a major convention centre in the area and several Riverside office developments have been progressed.</p> <p>* Project led by Placematters before uniting with Bloom Consulting</p>
Placemaking and Place Branding
Strategy
Cork Docklands
2012-2013
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<p>Bloom Consulting was given the challenge of designing, developing and implementing a branding strategy for a new City near Belo Horizonte, which is the third most populous metropolitan City of Brazil, following São Paulo and Rio de Janeiro.</p> <p>Our proposed strategy was designed to attract tourists and investors while simultaneously recruiting local stakeholders to create a new City from scratch around a single industry cluster – textile and fashion. Our objective was to create an “inspiring destination” from both a business and a socioeconomic point of view. The project output included the development of a Place brand strategy, a brand concept outline, target market segmentation, marketing strategy, economic projections, brand management and brand monitoring tools.</p> <p>Bloom Consulting predicted that the economic impact of the project would be equivalent to 44% of the local GDP of the northern district of Belo Horizonte thanks to the branding strategy.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Fashion City Brasil
2012
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<p>Bloom Consulting, in a strategic joint venture project with a software company, was requested to conduct a study assessing the talent attraction risk of a new mining investment in the City of Tete, Mozambique.</p> <p>As we began the project, our experts had to tackle the challenge of gathering necessary data from the limited regional information available in order conduct a comprehensive initial assessment of local talent and calculate the potential gap between the talent demands of the investment and the talent supply of Tete. By taking advantage of our proprietary methodologies and key network connections, we were able to collect and analyze data related to the Talent Dimension of the Country which had previously been unavailable in Mozambique.</p> <p>Our efforts led to the production of a Talent Index, spanning every region in Mozambique, which successfully measured local talent gaps in the short-, medium-, and long-term. Our analysis contributed to the development of several cost-benefit scenarios, focusing not only on the cost of attracting talent from other regions in Mozambique and overseas, but also on forecasting the most cost-effective way to train and relocate local talent.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Tete City (Private Inv.)
2012
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<p>Bloom Consulting was commissioned to create a joint tourism strategy for five distinct neighboring Regions in the southwest of Portugal. Aside from the complexities of branding multiple municipalities, the main challenge of the project was to establish a development strategy capable of revitalizing a tourism industry that contended with high summer seasonality, as well as low infrastructure and services.</p> <p>Detailed research of the behavior of international tourists and extensive consultation with local stakeholders revealed that although low infrastructure and services may have sounded limiting, the untouched, non-touristic feel was precisely what tourists appreciated about the Region. Following these results, Bloom Consulting developed a Place Brand strategy aimed at creating a longer tourism season by attracting visitors in the spring and autumn months. These visitors would be more likely to stay in the Region for longer durations and subsequently spend greater amounts of money within the tourism sector. Furthermore, the Place Brand strategy had a strong focus on sustainability in order to maintain South West Portugal as a unique and untouched destination.</p> <p>The implementation of the new strategy ensured sustainable growth for the Region whilst simultaneously benefitting the local tourism industry. Bloom Consulting’s Place Brand strategy has positively impacted the local economy of these Regions over the last five years, and has projected to increase regional GDP by 13%, more than double the defined projection from the previous tourism strategy.</p>
Nation Branding and City Branding
Research | Strategy | Implementation
South West portugal
2012
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<p>In 2010, Petrosains, the major Malaysian Oil company, owners of the Petronas Twin Towers development in central Kuala Lumpur in Malaysia, decided to explore the development potential of its site, a major urban tourism destination.</p> <p>The company appointed Colliers International to carry out this work under our direction. The team also included architects to lead on the urban design proposals emanating from the development of the Place Brand strategy.</p> <p>Proposals for a new tourism vantage point at the top of one of the towers and new facilities adjoining them were subsequently agreed by Petrsains and work commenced in 2012.</p> <p>* Project led by Placematters before uniting with Bloom Consulting</p>
Placemaking and Place Branding
Strategy
Petronas Tower - Kuala Lumpur
2012
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<p>In 2012, Failte Ireland (FI), the Republic’s Tourism Development Authority, decided to explore the scope for creating a tourism driving route along the country’s 3500 km long west Atlantic coastline.</p> <p>FI had recognized that tourism driving routes were gaining popularity around the world and had seen the emergence of a new type of visitor – tourist drivers people who did not want to just stay in one place and who wanted to explore multiple destinations and experiences in a single trip.</p> <p>As the appointed consortium identifed the main key challenges in this tourism Place Brand strategy, we took the lead to create a brand proposition and brand identity for the proposed coastal driving route on the Atlantic coast of Ireland, from Donegal in the north west to west Cork in the south, a route of connected roads totaling 2500 km.</p> <p>The resulting brand proposition for the “Wild Atlantic Way” was accepted by Failte Ireland and is now being implemented along the 2,500 km route, the longest defined coastal drive in the world, aimed at this new category of tourists , “experience seeking drive travellers”.</p> <p>FI research has indicated that this branded tourism driving route has been a major factor in attracting increased numbers of tourists to the west coast and has helped to drive a much wider and better-quality offer along the coast for those visitors who are now staying longer on the coast and exploring more of what it has to offer.</p> <p>Further information on the offer of the Wild Atlantic Way can be found at www.tourireland.com/wildatlanticway.</p> <p>*Project led by Placematters before uniting with Bloom Consulting</p>
Place Branding
Strategy
Wild Atlantic Way
2012
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<p>In a strategic joint venture project with Ageron Consultants, Bloom Consulting was hired to develop a Country Branding strategy and implementation project for the Polish Ministry of Economy. The project required long-term, in-depth research that covered multiple facets of the Polish investment brand. To gather integral data, we used a variety of methods to investigate the external image of the Polish Nation and its economy within its main markets for trade and investment. Our research concluded that the most valuable asset of Poland’s investment brand is its strong human capital; that is to say, its people. This discovery helped us form “Polska Power”, which was our Country Branding strategy and brand implementation which entailed involving Poland’s citizens in developing the image of their Country’s economy.</p> <p>The project output included the development of the brand strategy, the brand concept design, a logo, marketing promotion, and brand management tools. The new Polish brand for trade and investment was launched in autumn 2011 and has been fully and successfully implemented by the Polish Ministry of Economy since then.</p>
Nation Branding and City Branding
Research | Strategy | Implementation | Measurement
Polish Ministry of Economy
2011
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<p>Twickenham Town Centre, along with Wembley Town Centre, host two international sports destinations – Wembley and Twickenham Stadiums, the first for football, the second for rugby.</p> <p>Around the same time in the period 2010-2011, the London Boroughs of Brent (Wembley), Richmond (upon Thames), and Twickenham commissioned work by Colliers International’s Destination Development team to create town centre Place Brand strategies which were designed to lik with their adjcent stadiums. We led both the teams that worked on these projects.</p> <p>This work contributed to reviews of the Local Development Frameworks, was the subject of consultation programmes and included the design of alternative scenarios for the future offer of the centres. To undertake this work, we developed the concept of “The Really Useful High Street” and an assessment tool to measure such places.</p> <p>* Project led by Placematters before uniting with Bloom Consulting</p>
Placemaking and Place Branding
Strategy | Measurement
Twickenham Town Centre
2010-2011
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<p>In 2010 we were part of a multi-disciplinary team that prepared detailed development proposals for four RAMSAR designated eco-tourism sites in Johor State, in Southern Malaysia and Singapore.</p> <p>RAMSAR was the location for a major convention on Wetlands of International Importance held in 1971 which resulted in a Convention designed to protest such habitats. Four such sites had been established along the Johor Straight which separates the Island state of Singapore from the Southern Malaysian state of Johor.</p> <p>The objective of this project of Place Brand strategy was to explore the tourism development potential of linking the four sites, three in Johor and one on Singapore Island, as a linked destination for tourists who were interested in conserved and protected areas.</p> <p>The project involved assessing the existing facilities and potential of the four sites and identifying potential new offers to complement existing provision. In addition, work was undertaken to develop a logo and marketing colateral to identify the combined offer of the sites as a distinctive brand proposition. The working title of Waterland” was given to the proposals.</p> <p>* Project led by Placematters before uniting with Bloom Consulting</p>
Placemaking and Place Branding
Strategy
Malaysia and Singapore
2010
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<p>In 2010 we led a team that created a Place Brand strategy for Wembley Town Centre for the London Borough of Brent.</p> <p>The purpose of the strategy was to develop the offer and the experience of Wembley High road and make it more attractive to both local residents and the audiences attending events at the Wembley Stadium complex.</p> <p>For this study we developed our concept of “The Really useful High Street”.</p> <p>* Project led by Placematters before uniting with Bloom Consulting</p>
Nation Branding and City Branding
Strategy
Wembley
2010
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<p>In 2009 the London Development Agency (LDA) decided to commence work on the fringes of the east London urban area on the banques of the river Thames, in the East, and the river Lea, in the West, to assess how best to bring areas of dereliction back into productive use.</p> <p>At the same time, the Mayor of London had asked to create zones specifically for green businesses – one that both practised sustainable business process and created green products, material or provided green services.</p> <p>We were a member of a multi-disciplinary team to prepare a business City Brand for part of East London that had been designated as a growth zone for green enterprises – ones making or using sustainable technologies and processes.</p> <p>We were responsible for the vision for the future development of the area as a destination for green enterprises and for the specification of its offer.</p> <p>Subsequently this policy was ratified and work begun to regenerate the area.</p> <p>* Project led by Placematters before uniting with Bloom Consulting</p>
Nation Branding and City Branding
Strategy
East London Green Entrerprise District
2009
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<p>The municipality of Vitoria Gasteiz, home to the capital of the Spanish Basque Country, commissioned Bloom Consulting to design, organize, and deliver a workshop for regional developers centered on City Branding.</p> <p>Our experts held a productive workshop session that focused on aligning the current City Branding strategy with local needs. This workshop resulted in the formulation of ideas for a strategic plan in order to revitalize the City and Region Brand, combining key focus areas with the more comprehensive City Brand strategy that was already in place.</p>
PLACE BRANDING TRAINING AND KEYNOTES
Training | Innovation Workshops
Vitoria City Government
2009
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<p>Despite its vast territory and reputation for high educational standards at its famous universities (such as the University of Salamanca, which is the oldest university of Spain), the Region of Castilla y León has suffered from a “talent exodus” since before Spain’s economic crisis. The government of Castilla y León approached Bloom Consulting in order to reverse this trend and attract Foreign Direct Investment.</p> <p>The regional government of Castilla y León commissioned Bloom Consulting to assess the perception of their Region Brand in the Talent and Investment Dimension, both nationally and internationally. The results of our research ultimately enabled Castilla y León to identify the most strategic economic sectors for investment, as well as key national and international target audiences for their promotional efforts.</p>
Nation Branding and City Branding
Research | Strategy
Castilla y León Government
2008
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<p>Turismo de Portugal approached Bloom Consulting seeking analysis of Portugal’s attractiveness towards international tourists. The Nation wanted to understand and gain analysis of its level of online demand from key target markets.</p> <p>Using Bloom Consulting’s proprietary tool, Digital Demand (D2©), Turismo de Portugal gained valuable insights and our analysis revealed that Portugal is the most searched for destination in the world with regards to surfing related tourism. This proved to be useful in the development of a clear strategy for strengthening Portugal’s appeal towards potential tourists within their specific target markets.</p>
Digital Demand - D2©
Report
Turismo de Portugal
2007
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<p>A private Portuguese resort fund commissioned Bloom Consulting to develop a Place Brand strategy for Alqueva, a district in the South East of Portugal. The crucial challenge of the project was to promote the Region as a sustainable tourism destination.</p> <p>Bloom Consulting assessed, in detail, the way in which Alqueva’s tourism brand is perceived on a global scale. Our experts also examined the Region’s prominence and deduced that the Region fails to maintain significant presence or appeal on an international level. This conclusion inspired the creation of a new brand positioning for Alqueva, targeted towards a niche tourism segment across seven different Regions.</p> <p>This project resulted in the formulation of a previously nonexistent Region Brand in collaboration with urban planners and architects. Bloom Consulting also developed recommendations for the successful implementation of the new branding strategy.</p>
Nation Branding and City Branding
Research | Strategy
Alqueva Region (Private Inv.)
2007
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<p>In fierce competition with Barcelona to attract foreign direct investment, the investment agency of the regional government of Madrid (Invest in Madrid Agency) commissioned Bloom Consulting to develop and implement the launch of a new Place Brand for the City. The objective of the strategy was to portray Madrid as an international hub for commerce and innovation.</p> <p>Together with an external team of creative directors, Bloom Consulting created a targeted printed media campaign conveying the “Strong Soft Facts” about Madrid as a top lifestyle and investment destination. The campaign was designed around the concept of “reinventing the language of business,” in order to reflect Madrid’s aim of initiating a new attitude towards the City as a business hub.</p> <p>Bloom Consulting contributed in the development of new definitions for business terms:GDP, for example, was redefined as “Growth Defined by Productivity,” highlighting the efficiency of Madrid’s workforce. These terms were the basis for a set of communication strategies that were created with the intention of being published in top international printed media outlets, including The Economist, The Wall Street Journal and The Financial Times.</p>
Nation Branding and City Branding
Research | Strategy | Implementation
Invest in Madrid Agency
2005 - 2007
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<p>Bloom Consulting was approached to develop a pro-bono strategy for the Government of Portugal intended to embody the nation’s vision:to empower the Portuguese people under the portrayal of their country as a hub for innovation, technology, and creativity. Given the looming possibility of a nationwide economic crisis, this was a very ambitious project.</p> <p>Based on Portugal’s proposed criteria and our subsequent research findings, our experts proposed a strategy for managing the intangible Portuguese assets of innovation, technology, and creativity in a unique way that would allow the country to stand out and prosper on a global level.</p> <p>Our research resulted in the creation of Portugal’s “RealCreativity™” brand concept, designed to represent an innovative, “Portuguese” way of thinking supported by the nation’s rich history of global explorers. The new brand has successfully shown that Portugal is an adaptive nation despite any extreme circumstances it might find itself in, always able to solve problems and generate new, innovative ideas.</p>
Nation Branding and City Branding
Research | Strategy
government of portugal
2007
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<p>The Spanish Trade and Investment Agency (ICEX) hired Bloom Consulting to generate a new strategy focusing on strengthening the Spanish trade and investment brand through collaboration with private companies.<p> <p>Bloom Consulting approached the project by developing an effective methodology and strategy for ICEX that ultimately facilitated the creation of a platform for Spanish SME’s to foster their private, individual brands both nationally and internationally, attracting, and subsequently increasing total investment and the appeal of the Spanish Nation Brand.</p> <p>The final output of Bloom Consulting’s efforts saw the successful training of over 3,000 Spanish SME’s in the domain and functioning of the platform, executed through the development of a management strategy and branding software.</p>
Nation Branding and City Branding
Research | Strategy | Implementation
Spanish Trade & Investment Agency
2005 - 2006
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<p>The investment promotion agency of Bulgaria, InvestBulgaria, hired Bloom Consulting to develop its branding strategy during a critical moment in its history:Bulgaria’s integration into the European Union. Due to the work of former Prime Minister and King H.M. Simeon Saxe-Coburg-Gotha, Bulgaria had made remarkable socioeconomic progress. Nevertheless, the government was aware of the fact that that Bulgaria could not rely on its achievements to date, as its lack of a favorable brand perception was limiting further growth and strategic venture capital investment in the Country.</p> <p>Therefore, Bloom Consulting, in collaboration with the Bulgarian Government, created a short- to medium-term strategy projection for developing Bulgaria’s investment brand, with the objective of defining the Country as a stable center for venture capital investments, with the potential to attract €50 million per year in Venture Capital by 2015.</p> <p>The results of our strategy were spectacular:our ten-year projection was achieved in only three years. The stagnating investment growth in 2005 (the year we initiated the project) was entirely reversed, with venture capital investments vastly increasing by €560 million in the first year. This result was ten times greater than what we had originally projected, and successfully moved Bulgaria from the thirteenth to the first position of the 2010 CEE ranking.</p>
Nation Branding and City Branding
Research | Strategy
Invest. Bulgarian Agency
2005
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