Rethinking Place Brand Communication: From Product-Oriented Monologue to Consumer-Engaging Dialogue

Different approaches to consumers in place brand communication are under scrutiny in the present chapter and special attention is given to dialogue-based campaigns. This is further developed by looking at place branding from a performative perspective that centres on co-creation through active consumer involvement in event activities. Place consumers are identified as both external markets i.e. international tourists, and internal markets i.e. local populations in that building community is seen as an end in itself as well as a means to the external marketability of a place. To shed further light on these matters, the tourism branding event ‘IMAGINATION—Discover the Danish Spirit’ is analysed and based on this combination of theoretical and empirical studies, it is concluded that place branding events have the potential to meet consumers’ needs for active involvement and co-creation. Moreover, entering into dialogue with event staff and possibly other guests as well as performing aspects of a place generate a sense of place for place consumers, which may be hard to achieve through monologue-based place branding communication.