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    Promoting Cities and States in the Global Market
14 - 15 November 2002, Riga, Latvia
General Info I Programme I Development I Speakers I Special Event I Sponsors I Press
    "Promoting Cities and States in the Global Market"

    An International Forum on the marketing of countries and cities in the 21st century.

    Riga, Latvia - November 14-15, 2002

    Nations and cities have always competed for power, prestige and glory. That's why palaces and parks were built, works of art commissioned and cities made beautiful - to impress and to dominate. Today we call it branding. Now the competition is mainly economic, rather than military and the aims are greater inward investment, more tourism and more exports.

    The competition is much tougher than ever before. First because there's much more competition - from all over the world (51 countries in the UN in 1945, 189 countries in 2000) and second because the technological tools are much more sophisticated.

    Above all globalisation means that there are far more contacts at far more levels in far more activities than ever before. The cities or regions or nations that can't effectively compete lose both economically and in terms of influence.

    Today, state and city governments must think in terms of planned, strategic public image development and marketing. New technologies developed for the Information Age allow governments to work hand in hand with the private sector in penetrating global markets with enormous speed and broad impact. Public relations has become a key ingredient in effective public diplomacy, and promotion has become an essential part of the business of good government.

    With this in mind, the project management company Birojs 2000, in co-operation with the Latvian Institute and the Latvian Development Agency, is organising the first ever international forum to be held in Riga, November 14-15: "Promoting Cities and States in the Global Market". It will assemble experts from state and local public information agencies, as well as private sector public relations and marketing experts. Participants will be able to share and exchange knowledge, information and experience on an international level. It will be a valuable opportunity to explore new ideas and opportunities in a growing area of public and private interest.

    Venue and time of the event: Reval Hotel Latvija, Riga, Latvia, 14-15 November 2002

    Goals of the event:
       · discuss government and private sector roles in country and city promotion
       · share international experience and expertise in country and city public image development and marketing,
       · explore new ideas and methods in global marketing and promotion
       · facilitate opportunities for co-operation (economic, cultural, etc.) between countries and cities,
       · the Baltic Sea network society perspective

    Anticipated number of participants: 300 persons

    Target audience:
       · Representatives of CIS countries and EU candidate countries, as well as other European capital cities and major cities;
       · Government members and officials;
       · Heads of municipalities;
       · Heads and top level executives of international organisations (e.g., European Union, International Olympic Committee, International PR Association, UNESCO, NATO etc.);
       · Heads of state promotion institutes and agencies;
       · Diplomats, ambassadors;
       · Politicians;
       · Business leaders and top level executives of large corporations;
       · Heads and professionals of major marketing, advertising and PR agencies;
       · Persons, who are part of the image (politicians, business leaders, famous sportsmen, culture celebrities, etc.);
       · Heads of tourism institutions etc.
       · Media representatives

    Focus on CIS countries and EU candidate countries (as Forum participants)

    Forum Languages: working language - English, with simultaneous interpreting into Latvian and Russian

    FORUM PROGRAMME*
    14 November:
    8:00 - 9:00 REGISTRATION
    9:00 - 9:15
    I OPENING OF THE FORUM
    Opening Address by H.E. Vaira Vike-Freiberga, President of Latvia

    9:15 - 10:30
    II INTRODUCTORY LECTURE
    The Nation and the Brand and the Nation as a Brand (Wally Olins)

    10:30 - 11:00 COFFEE

    11:00 - 12:30
    III PLENARY SESSION 1:
    Role of governmental institutions in developing and implementing a brand strategy for a country. State promotion institutes.

    12:30 - 13:45 LUNCH

    13:45 - 15:15
    IV PARALLEL SESSIONS:

       1) National economy

       2) International organisations (economic, military, cultural, sports) and the growing globalisation. Foreign affairs policies of countries
    (Emphasis on EU; NATO, WTO, OECD, WB, IMF, EBRD, UNESCO, EDSO, EC, BSSC etc.)

       3) Repositioning of the image of a country or a city

    15:15 - 15:45 COFFEE

    15:45 - 16:45 Øresund bridge (a case study)
    16:50 - 17:20 SUMMARY OF THE DAY

    18:30 - 19:10 CONCERT in the Big Hall of the University of Latvia
    City of Liepāja presents the concert of the Liepāja Symphony Orchestra

    19:40 - 21:40 RECEPTION

    15 November:

    8:00 - 9:00 REGISTRATION
    9:00 - 10:30
    I PLENARY SESSION 2:
    Possibilities of measuring and evaluating return on investment of organising internationally and nationally significant events or designing prominent buildings

    10:30 - 11:00 COFFEE

    11:00 - 12:30
    II PLENARY SESSION 3:
    How cities facilitate the development of the public image of the country. Governmental support to municipalities

    12:30 - 13:45 LUNCH

    13:45 - 15:15
    III PARALLEL SESSIONS:
       4) Promotion of Latvia as a brand - round-table discussion

       5) Development of regions as brands - facilitation of competitiveness in globalisation

       6) Significance of large international event organisation in promoting and marketing cities and states
          a. Sports events (Olympiads, championships etc.)
          b. Cultural events
          c. Business events

    15:15 - 15:45 COFFEE

    15:45 - 16:45
    CONCLUDING LECTURE "Role of personalities in developing nations as brands"
    16:50 - 17:20 SUMMARY OF THE DAY

    15 November - MATCHMAKING EVENT (preliminary booking; in parallel to the Forum's programme)

    *Programme is subject to change