The existing strategy of Prague has focused (it must be said, very successfully) on positioning Prague as a tourist destination. However, if the city wants to maintain its competitiveness in the face of this ever-increasing competition between regions and cities, it is necessary to strengthen its reputation abroad and actively communicate its position as a great place to live, work, study and invest.
Unify, manage and strengthen Prague's reputation abroad
Promote the city's competitiveness and develop Prague's knowledge potential
Build Prague's position as a good place to live, work, study and do business
Increase the appeal of the city and attract talent, companies or investment
Contribute to the efforts of other stakeholders in a more sophisticated and effective presentation of the city abroad
The first step to building a successful branding strategy is to know who you are and what people think about you. We need to identify what makes Prague unique and which of its characteristics create an emotional bond with the city, not only in the eyes of its residents but also expat community and target groups abroad. Since cooperation between individual city stakeholders is absolutely essential for the success of the project, we are curious to find out what stakeholders from the public, private and academic spheres expect from Prague's brand.
When it comes to culture, creativity or gastronomy, Prague is a brand on a global scale. It is considered one of the most beautiful cities in the world and millions of visitors travel to see it every year. However, we see our city as so much more - Prague is an inspiring regional leader and a great place to live, offering an outstanding quality of life and many opportunities for career development and leisure. We see Prague as a place associated with talent, knowledge, creativity and innovation, and we want the world to know.
Our goal is to create a shared understanding of what Prague is and how it should be communicated. It is essential to map key partners who actively communicate abroad and assess their needs and expectations. By linking the public, private and academic sectors we will be able to create cross-sector communication, support Prague institutions, companies and startups in their presentation abroad and contribute to the efforts of other stakeholders in a more sophisticated and effective presentation of the city.
Digital Demand data analysis in the areas of talent attraction and global reputation for the city's new branding strategy by Bloom Consulting
Call for preliminary market consultation for the future place branding strategy of the City of Prague
Preliminary market consultation and analysis of the results
Preparation of a public tender for the future place branding strategy of the City of Prague
Call for public tender for the future place branding strategy of the City of Prague
Selection of a supplier for the future place branding strategy of the City of Prague
Head of International Relations Department