BestCities Global Alliance launches new brand platform
BestCities Global Alliance has kicked off 2019 by unveiling a new brand platform.
After a successful Global Forum in Bogotá, with associations descending from around the world to the Colombian capital last month, BestCities Global Alliance has kicked off 2019 by unveiling a new brand platform and an updated strategic plan as it approaches its 20th year in operation.
The Global Alliance, which is made up of 12 leading cities for international conferences and business events – Berlin, Bogotá, Cape Town, Copenhagen, Dubai, Edinburgh, Houston, Madrid, Melbourne, Singapore, Tokyo, and Vancouver – has announced the platform, which underpins its work and reaffirms its vision and values.
Dedicated to excellence, BestCities promises to continuously push for better when it comes to business events. The quality and reach of its global community and open knowledge exchange across five continents enables partners and clients to develop and offer experiences which make a positive impact that leave a strong and lasting legacy on the world.
Working with brand consultants, Siegel + Gale, the new brand platform solidifies the values, offerings and principles of the alliance ahead of a busy year for BestCities including the Incredible Impacts Programme in partnership with ICCA and the Global Forum in Copenhagen in December, which will focus on ‘the future of meetings.’
The platform identifies a clear purpose for the organisation: ‘to harness the power of collaboration and community to create positive impact through business events’.
The key principles of the BestCities brand platform are defined as:
• When one of us wins we all win – our interests are mutual, the best result for one will benefit all – whether you are a client or a partner
• We make knowledge work for everyone – the connections we make and the knowledge we share creates opportunities to improve and enhance everything we deliver
• We can always be better than today – we continuously raise the bar, never resting on our laurels, developing through dialogue and purposeful innovation
• We make a positive impact that lasts – by creating the most impactful events and providing a positive influence on business and communities we aim to leave a legacy that lasts
International associations were consulted on the development of the brand platform, which was part of the alliance’s renewed 2019-2021 strategic plan. Other focus areas will continue to be: exceptional customer experiences; thought leadership; connecting a global community; and becoming a high performing organisation.
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Professor Douglas Oliver, Member of the BestCities Strategic Thinkers Advisory Group, Chair and Co-founder, Pharmacology for Africa, Ambassador, Business Events South Africa, said: “BestCities is a vital stakeholder and its leadership is greatly valued. I am positive that BestCities will by embarking on this enhanced plan and branding to create remarkable opportunities with outstanding contributions not only to our industry but also the communities we serve and engage with.”
Jeannie Lim, Board Chair of BestCities Global Alliance and Executive Director, Conventions, Meetings and Incentive Travel, of the Singapore Exhibition and Convention Bureau, said: “BestCities is always challenging itself to be better. As we approach the 20-year mark as an alliance, we are continuing to push forward as a progressive legacy-led organisation. We appreciate the innovative ideas and input from our clients and partners that has inspired us to shape and evolve our brand platform and strategy.
This newly established brand platform and our enhanced strategy strengthens what the alliance stands for and ensures that we continue to work collaboratively to fulfil our purpose to associations, destinations and delegates in the business events industry. Our global community and open knowledge exchange enable our partners and clients to develop and offer experiences that will make positive impact.”
John Donnelly, Board Treasurer of BestCities Global Alliance and Chief Executive of Marketing Edinburgh, said: “Edinburgh is a founding partner of BestCities and as an alliance built upon knowledge exchange and community, it is hugely rewarding for BestCities to re-establish our purpose and principles.
“It’s always important to reflect in organizational work, and this brand platform and strategy development has allowed for clarity of concept and purpose; and encouraged us to consider what the alliance truly means to its clients and partners. To build the new brand platform we looked at what we have achieved so far, what our clients and partners want from us and the important role we have within the business events industry.”