A new story is emerging for the Gold Coast, one which speaks of resilience, entrepreneurship, and being unafraid to challenge the norm. Mayor Tom Tate explores the how and why behind the creation of Brand Gold Coast and how they're strengthening the city's reputaiton beyond its nightlife and surfing credentials.

Trust is the bedrock of successful place branding. We sat down with New Orleans & Co’s Walt Leger III to explore how investing in stakeholder alignment activities has underpinned both their recent UNESCO City of Music designation as well as their crisis management and communication strategies.

Erik de Roos, CMO for the South Australian Tourism Commission, sat down with us to explain how they landed on ‘simple pleasures’ as the cornerstone for their place brand strategy, as well as how and why they partnered with local creatives to bring the approach to life.

Your residents should be co-creators of your place brand. But what does it take to engage communities and transform citizens from passive actors into active champions of your place brand strategy?

We’ve often said that a place brand should provide a unifying narrative for a community, but how can you achieve this if your community doesn’t feel united? While there is no silver bullet to this, six expert place practitioners shared their insight into how place brand and marketing teams can navigate political division within their community.

Increasingly, tourism and economic development teams are collaborating to deliver a place-led approach. But how do you navigate the challenging legacy those existing structures create? Here are three steps to breaking down silos and delivering a holistic place marketing strategy - as told by those working on the front lines.

By aligning regenerative business models with shifting behaviours, destinations can spread tourism's benefits more fairly, retain more value locally, and strengthen climate resilience where it matters most. Here's how.

We need to stop thinking of place branding as an initiative or project, but as an institution or essential piece of good place governance. Here's how.

Tourism is no longer driven by desire alone, but by policy, geopolitics, access, and alignment. BRASH’s Tom Miller unpacks the trends shaping the future of travel in 2026 and beyond.

When is it valuable for a city, region, or nation to go one step further and launch their own event or festival to meet specific community needs? Four place branding experts highlighted cities who have invested in events that have put their community on the map and highlighted the unique ‘here-ness’ of their home.

To inspire your next big idea, we’ve collated an A-Z of best practice from the Place Brand Portfolio, the world’s largest collection of place branding and marketing case studies.

WorldPride is a celebration and a protest - and the team bringing the event to Washington DC needed to align hundreds of moving parts, whilst navigating political tensions across the U.S. Joy Riot's Jessica McCarthy takes us behind the scenes of what it takes to plan and deliver such a major event.