Focus on specific target audiences provides magnificent World Record attempt opportunities to gain awareness and recognition for areas which a city dominates in
Increased competition between cities and regions for attracting visitors and investment has led to the implementation of City & region branding. The city’s or region’s image is a central item here and every possible asset of the city should be enhanced to improve people’s perception. What better way then to show off with a World Record attempt.
Improvement of a city or region's image
In order to decide upon what kind of World Record attempt will contribute to the improvement of a city or region’s image, we will use our unique 4 step approach. This way we will get an insight into the people’s perception of the city and the findings will be used as advice on World Record options to city & region manager and planners. As an example: Among the most important activities in a city or region, culture has a big impact on people’s perception of a city or region. So linking cultural activities with a World Record attempt can be a great ingredient in the city and region marketing strategy.
Specific target audience focus
City marketers traditionally were urged to cater to as many topics and city stakeholders as possible, while at the same time they were encouraged to reach out to as many markets and target audiences as the available budget would allow. The result was a lot of content and communication about many different aspects, which led to blurry city brands with no clear focus. Over the last years, this practice has been replaced by strategic city branding, where city marketers focus on a few topics and messages, which then dominate city marketing and communications activities over a longer term. Such a focus on less actors and more specific target audiences provides magnificent World Record attempt opportunities to gain awareness and recognition for a few topics or areas which a city dominates in.