Congratulations to the 2024 Winners and our Highly Commended entries!
To access all the winning case studies, as well as the case studies from the past eight years of City Nation Place Awards, please subscribe to the Place Brand Portfolio where you can search by geography, strategic purpose, population size and more!
2024 WINNERS
NEW FOR 2024:
THE CITY NATION PLACE LEADERSHIP AWARD
WINNER MARIA LYPIATSKA CEO BRAND UKRAINE Maria Lypiatska has exemplified a place-led vision through her leadership of Brand Ukraine, an organisation she founded just two weeks before the full-scale Russian invasion. Despite the challenges of leading in a time of war, her vision and strategic direction have delivered impactful, nation-wide and international initiatives aimed at shaping Ukraine’s positive global image. Her vision for Ukraine transcends the narrative of war. Focusing on the country’s strengths – its people, culture, innovation, and natural beauty – Maria’s leadership has demonstrated innovative and clever marketing thinking that every place can learn from and ensured that her country is admired, respected and supported by people and governments around the world. |  |
NEW FOR 2024:
THE CITY NATION PLACE FUTURE LEADER
WINNER SAMANTHA CRAWFORD Senior Marketing Manager Brand Scotland
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BEST CITIZEN ENGAGEMENT
| WINNER TASMANIA, AUSTRALIA Tasmanian Youth Story Entered by Brand Tasmania Young people are often considered harder to engage. The jury applauded the Tasmanian team’s inclusive approach to this challenge and how they went beyond just seeking to understand young people’s attitudes to actually engaging this important demographic in solving social challenges, with in-real-life results. |  |
HIGHLY COMMENDED |
BEST COMMUNICATION STRATEGY:
ECONOMIC DEVELOPMENT
| WINNER GREENSBORO NC, USA Boomerang Greensboro Entered by Action Greensboro The Jury loved this community-led strategy to bring back Greensboro-born citizens and their families – from the initial insight, to the bold targeting, and the detail of regular postcards and Boomerang boxes sent to potential returners, with locally sourced treats and information on the revitalised quality of life. Plus of course, the judges were impressed by the outstanding results! |  |
BEST COMMUNICATION STRATEGY:
PLACE BRAND
| WINNER SCOTLAND Selling Modern Scotland To The World Entered by Brand Scotland The emotive beauty of Scotland’s communications engaged our Jury, who were also impressed by how the films showcased iconic destinations whilst also telling the story of the nation’s values and progress. The results are also impressive! |  |
BEST COMMUNICATION STRATEGY:
TOURISM
| WINNER TASMANIA, AUSTRALIA Odd Jobs Entered by Tourism Tasmania Our judges loved this successful tourism strategy – built on an understanding of what would persuade Australians to take their allotted holiday during the “off” season and inviting them to swap their day job for an “odd” job, whether that be a wombat walker or a cave conductor. | |
| HIGHLY COMMENDED ALASKA, USA Travel Alaska’s "Also Known As" Integrated Campaign Entered by Alaska Travel Industry Association |
BEST PLACEMAKING INITIATIVE
WINNER COPENHAGEN, DENMARK CopenPay Entered by Wonderful Copenhagen The jury loved this story of destination stewardship– bringing business, community and visitors together to ensure a more sustainable tourism experience that has the best outcomes for the quality of place. |  |
| HIGHLY COMMENDED ASHEVILLE NC, USA Asheville Black Cultural Heritage Trail Entered by Explore Asheville Powered by the Buncombe County Tourism Development Authority |
BEST USE OF DATA
| WINNER CANADA From Insights to Impact: Canada’s Tourism Data Collective Powering a Transformative Future Entered by Destination Canada The scale, innovation and ambition of this data project impressed the jury – plus of course its successful implementation and the high engagement already achieved with stakeholders. |  |
HIGHLY COMMENDED COSTA RICA essential COSTA RICA - AI and Data Driven Strategy Entered by Bloom Consulting |
BEST USE OF DESIGN
| WINNER NORFOLK COAST, UK Norfolk Coast – Protected Landscape Entered by Lantern The jury felt that this unifying design solution successfully conveyed the beauty of the Norfolk Coast whilst also successfully providing a positive message about behaviour change and responsible exploration. |  |
HIGHLY COMMENDED |
PLACE BRAND OF THE YEAR
| WINNER AOTEAROA, NEW ZEALAND Defining A Country’s Values – Ngā Mātāpono Entered by New Zealand Story New Zealand is already renowned for its successful approach to building and managing its nation brand. The jury were so impressed that the team at New Zealand Story keep pushing to ensure that they are delivering the most effective work for their country and by their thoughtful and considered approach to defining and framing the nation brand’s values. They’re also able to demonstrate the success of this work as it’s adopted across government agencies and stakeholder partners. |  |
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