1

2017 City RepTrak®

September 28th, 2017

The Most Reputable Cities in the World

Nicolas G. Trad

2

What we are going to see during this webinar:

• Managing the reputation Cities – why and how

• City RepTrak 2017 topline results

• Do country and city reputations overlap?

• Cases

• The Olympics Effect Case Study: London

• The political effect on Washington D.C.’s reputation

• Best practices

3

Place reputation drives key stakeholder support

As in the case of companies, Places also have their own reputation which has an impact their performance.

MORE TOURISM

MORE FDI MORE FOREIGN TALENT

MORE STUDENTS

BETTER DIPLOMACY

4

1,91 1,99 1,94 1,89 1,93 1,99 2,06 2,162,36

2,23 2,31

6,03

6,32 6,336,08

6,246,44

6,63

6,99

7,58

7,17

7,61

0

1

2

3

4

5

6

7

8

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Econom

ic im

pact in

trillion U

.S.

dolla

rs

Direct contribution Total contribution

How Money Travels Thanks to Places

Source: World Travel Tourism Council

Direct and total contribution of travel and tourism to the global economy from 2006 to 2016 (in trillion U.S. dollars)

5

Travel will keep growing

“The direct contribution of Travel & Tourism to GDP was USD 2,3 bn in 2016…

…forecasted to rise by 3.8% in 2017, and to rise by 4.0% pa, from 2017-2027, to USD 3,5bn in 2027.”

World Travel Tourism Council

Number of international tourist arrivals worldwide from 1996 to 2016 (in millions)

563589 605

627

674 678698 689

760

809851

911929

894

953995

1.035

1.087

1.133

1.189

1.235

0

200

400

600

800

1000

1200

1400

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016*

Inte

rnatio

nal to

urist a

rriv

als

in m

illio

ns

6

7

BEHAVIOR

Driving stakeholders from awareness to support

DIRECT EXPERIENCES

COUNTRY ACTIONS AND COMMUNICATIONS

THIRD-PARTY INFLUENCE

STEREOTYPES

PERCEPTIONS SUPPORT

FAM

ILIA

RIT

Y

8

I

...and driving them through the stakeholder funnel

Co

mm

un

icat

ion

“Making the Promise”

Imp

acto

rs

SupportI have supported through action

LikeabilityI have a positive perception

FamiliarityI know some attributes

AwarenessI know the city at least by name

LoyaltyI have repeated the action

Fans I proactively promote the city

“Delivering the Promise”

9

Value Creation: Relationship between Reputation and Declared Intentions

40

45

50

55

60

65

70

75

80

85

90

40 45 50 55 60 65 70 75 80 85

Cities with the highest reputations attract visitors

RepTrak® Pulse

“Wo

uld

Vis

it”

Sco

re

RepTrak® Pulse and ”Would Visit"

correlation = 0.68

RepTrak® Pulse and ”Would Live" correlation = 0.73

RepTrak® Pulse and ”Would Work" correlation = 0.72

RepTrak® Pulse and ”Would Invest" correlation = 0.69

RepTrak® Pulse and ”Would Attend/Organize Events" correlation = 0.66

10

Understanding the reputation of countries

11

The City RepTrak® Scorecard

12

Strong reputations are built by aligning what drives reputation with what you do

13

NaplesItaly

CaracasVenezuela

Nigeria

… But can easily be destroyed

14

The 2017 City RepTrak®

Sample:

• 23,000+ ratings collected in February-March 2017

• 56 cities included in the City RepTrak survey

Stakeholder Group (Target):

• General public in G8 countries

• People who were “somewhat” or “very” familiar

were allowed to rate a country.

City Selection:

• Largest gross domestic products (public release)

• Largest populations

• Cities with highest familiarity

Data Collection Method:

• CAWI (online interviews).

The City RepTrak® Scorecard

15

Executive Summary

1. People are traveling more and spending more

2. Trust in reputations is on the rise – reputation scores are getting stronger

3. The reputation of cities are impacted by the reputation of their countries

4. There is a direct link between a city’s reputation and people’s willingness to visit, work in

and live in the city

5. Safety, beautiful and providing appealing experiences drive the reputation of cities

6. Cities who manage their brand and reputation professionally do better than others

16

Sydney ranks first, third year in a row

1

2

3

4

5

6

7

8

10

9

82.3

81.5

79.8

79.6

79.2

79.2

79.0

79.0

78.7

78.6

RepTrak® Pulse Score

Rank

All RepTrak® Pulse scores that differ by more than +/- 2.5 are significantly different at the 95% confidence level

COPENHAGEN

SYDNEY

VIENNA

STOCKHOLM

VANCOUVER

LONDON

MELBOURNE

BARCELONA

MILAN

TORONTO

City

• Sydney takes the first spot third year in a row, followed by Copenhagen as the only two cities with an excellent reputation

• What makes these cities the most reputable?

• They are well-developed and have structure in place

• Considered to be beautiful cities and deliver appealing experiences

• The top 5 cities that respondents chose as a place to live in 2017 are also part of the top 10 cities in reputation

• 7 out of 10 are cities from Europe

17

Familiarity and reputation are not the same thing

1

2

3

4

5

6

7

8

10

9

82.3

81.5

79.8

79.6

79.2

79.2

79.0

79.0

78.7

78.6

RepTrak® Pulse Score

Rank

COPENHAGEN

SYDNEY

VIENNA

STOCKHOLM

VANCOUVER

LONDON

MELBOURNE

BARCELONA

MILAN

TORONTO

City

18

SydneyCopenhagen

Vienna

Stockholm Vancouver

LondonMelbourne Barcelona

Toronto

RomeHelsinki

ParisPrague

Gold Coast

Washington DC

Las VegasChicago

St. Petersburg

Bangkok

Istanbul

Rio de JaneiroNew Delhi

Mexico City

MoscowCairo

50

55

60

65

70

75

80

85

20 30 40 50 60 70 80

Being big doesn’t mean being beautiful R

epTr

ak®

Pu

lse

Familiarity

Great reputation but low familiarity –increase familiarity

Great reputation but low familiarity –increase familiarity

Work on conversion from

familiar => reputation

Tweaking message should

improve reputation

19

The Link between Country and City

• When comparing the 2017 Country RepTrak® and 2017 City RepTrak® rankings, most of the cities that are on top belong to countries which are high in the ranking

• However, Bangkok, Rio de Janeiro and New Delhi are at the bottom of the list, while their respective countries’ rank in the middle

• Also, London ranks as the sixth most reputable city, and the United Kingdom is placed in the middle of the ranking

TOP 10 CITIES (1-10) CITY’S COUNTRY COUNTRY’S RANKING IN 2017 COUNTRY REPTRAK®

Sydney Australia 4

Copenhagen Denmark 8

Vienna Austria 11

Stockholm Sweden 3

Vancouver Canada 1

London UK 18

Melbourne Australia 4

Barcelona Spain 13

Milan Italy 14

Toronto Canada 1

BOTTOM 10 CITIES (47-56)

CITY’S COUNTRY COUNTRY’S RANKING IN 2017 COUNTRY REPTRAK®

Seoul South Korea 35

Shanghai China 47

Bangkok Thailand 22

Jerusalem Israel 42

Istanbul Turkey 46

Rio de Janeiro Brazil 31

New Delhi India 33

Mexico City Mexico 37

Moscow Russia 51

Cairo Egypt 40

20

30

40

50

60

70

80

90

40 45 50 55 60 65 70 75 80 85

CityPulse

Co

un

try

Pu

lse

In the top there’s a high correlation between Country and City reputation. In the middle and bottom, countries and cities tend to part ways…

21

Top 10 Cities Overtime (2015-2017)

1

2

3

4

5

6

7

8

10

9

2017Rank 2016

SYDNEY

VIENNA

ZURICH

TORONTO

STOCKHOLM

EDINBURGH

MONTREAL

ROME

VANCOUVER

COPENHAGEN

2015

MELBOURNE

STOCKHOLM

SYDNEY

VIENNA

VANCOUVER

BARCELONA

EDINBURGH

GENEVA

COPENHAGEN

VENICE

COPENHAGEN

SYDNEY

VIENNA

STOCKHOLM

VANCOUVER

LONDON

MELBOURNE

BARCELONA

MILAN

TORONTO

New modern cities are appearing in the top 10, like London and

Milan and CPH jumps 9 points

22

Rank City 2017 RepTrak® Pulse

1 Sydney 82.3

2 Copenhagen 81.5

3 Vienna 79.8

4 Stockholm 79.6

5 Vancouver 79.2

6 London 79.2

7 Melbourne 79.0

8 Barcelona 79.0

9 Milan 78.7

10 Toronto 78.6

11 Amsterdam 78.3

12 Tokyo 78.3

13 Rome 78.1

14 Montreal 78.0

15 Edinburgh 77.8

16 Helsinki 77.7

17 Dublin 77.6

18 Venice 77.5

19 Zurich 77.4

20 Munich 77.2

21 Madrid 77.0

22 San Francisco 76.3

23 New York 76.1

24 Paris 75.7

25 Prague 75.6

26 Frankfurt 74.9

27 Seattle 74.6

Rank Country 2017 RepTrak® Pulse

28 Orlando 74.5

29 Berlin 74.2

30 Brussels 73.7

31 Singapore 72.9

32 Miami 72.8

33 Boston 72.6

34 Athens 71.8

35 Gold Coast 71.5

36 Dubai 71.5

37 Los Angeles 71.5

38 Budapest 71.1

39 Manchester 70.9

40 Washington DC 69.7

41 New Orleans 69.4

42 Hong Kong 69.2

43 Atlanta 69.1

44 Las Vegas 67.3

45 Chicago 67.0

46 St. Petersburg 66.8

47 Seoul 66.7

48 Shanghai 66.4

49 Bangkok 65.1

50 Jersusalem 63.0

51 Istanbul 60.6

52 Rio de Janeiro 59.6

53 New Delhi 59.6

54 Mexico City 57.1

55 Moscow 55.1

56 Cairo 54.7All RepTrak® Pulse scores that differ by more than +/- 2.5 are significantly different at the 95% confidence level

Two Cities in the Lead with an Excellent Reputation

Trust in cities has gone up - the Competition is high: in order to make the top 10, a City

needs to have almost an excellent reputatiion

23

The competition on the top is getting stronger

#1 City in 2011 – London; 2012 – Vancouver; 2013 – Sydney; 2014 – Vienna; 2015 – Sydney ; 2016 – Sydney; 2017 – Sydney

70.8 72.3

75.8 75.076.7

79.6 79.7

71.974.2

77.476.4

79.1

81.8 82.3

60

65

70

75

80

85

90

2011 2012 2013 2014 2015 2016 2017

Top 10 Cities RepTrak Average #1 City RepTrak Pulse Score

• Over the past 7 years, the average reputation of top ranked cities has increased by 9 points, and the pulse score that assured a city the #1 place has increased by 10 points

• Sydney has managed to consistently increase its reputation and achieve the #1 spot (2013, 2015, 2016, 2017)

• Sydney is the top city where people would like to live, work and visit

24

The Olympics Effect Case Study: London

London 2012 Summer Olympics

• After 2012 Summer Olympics, London has kept improving its reputation. In 2017 London has reached the Top 10 in reputation, after increasing +10 Pulse points since 2012

• The overall sentiment about the London Olympics was positive and the Games got an appraisal for their organization

• Furthermore, London has celebrated many other sport events in the past years such as ATP World Tour Finals (since 2009), Champions League Final (2013) and European Aquatic Championships (2016). It has become a referent in organizing sport events

• In 2016, Sadiq Khan was elected as the first Mayor of London who was Muslim. He defended the multiculturalism of the city after the terrorist attacks in London

Sadiq Khan, Mayor of London elected in 2016

Local elections

European Aquatics

Championships

71.969.5

74.4 74.6 75.0 75.6

79.2

2011 2012 2013 2014 2015 2016 2017

ATP World Tour Finals, London (2009-2018)

25

London improves while UK in decline

London 2012 Summer Olympics

Local elections

European Aquatics

Championships

71.969.5

74.4 74.6 75.0 75.6

79.2

2011 2012 2013 2014 2015 2016 2017

Brexit effect on UK: it falls externally, but it grows internally.

66.2

68.5

67.4

68.9

68.369.8

72.7

74.3

71.572.3

67.1

68.2

73.270.9

71.7

76.1

74.1

79.6

55

60

65

70

75

80

85

2009 2010 2011 2012 2013 2014 2015 2016 2017

Cameron promises

referendum for Brexit

The UK voted for the Brexit

OlympicGames

Scotland Referendum

General elections:

Conservative party wins

Reputation effect “invest in UK”, or “I’d work in the UK.”Vs. 55 countries average Evo 2016-2017

STUDY

WORK

LIVE

ATTEND

VISIT

INVEST

BUYING

23,0

16,1

14,0

13,3

12,2

11,9

11,7

STUDY

WORK

LIVE

ATTEND

VISIT

INVEST

BUYING

0,7%

-3,4%

-2,3%

-3,0%

3,0%

-3,9%

-2,8%

26

57.559.6

57.6 58.459.5

54.6

59.6

2011 2012 2013 2014 2015 2016 2017

The Olympics Effect Case Study: Rio de Janeiro• Rio de Janeiro has maintained a

stable reputation since 2011 despite celebrating many relevant sport events

• In contrast to London, Rio celebrated some events (World Judo Championships, ATP 500 Tournament and FIFA World Cup) before the Olympics to get prepared for them

• Rio de Janeiro 2016 Summer Olympics lacked planning and there were several problems with the athletes facilities. This situation led to a drop in the city’s international perception

• In 2017, Rio’s reputation went back to ‘normality’, but lost a great opportunity to show itself to the rest of the world

• As we can see, it is important to celebrate events and communicate them well to increase the city’s reputation, but it is more important to show that you can deal with it with good planning

Rio de Janeiro 2016 Summer Olympics

World Judo Championships, Rio de Janeiro (2013)

27

Brazil holds it’s reputation well externally whilst crumbling internaly

56,658,7

57,758,6

60,7

59,361,0 60,9 59,6

65,0

66,865,8

63,0

67,2

54,6

49,4

47,547,6

40

50

60

70

80

2009 2010 2011 2012 2013 2014 2015 2016 2017

G8 Brazil

28

The political effect on Washington D.C.’s reputation

• Washington D.C. registered a positive trend from 2011 to 2016, excepting the drop in 2013 due to Washington Navy Yard shooting

• Obama had a favorable international opinion as a leader, which motivated the positive evolution of the city Pulse

• By contrast, President Trump was criticized by the international press and registers low emotional connection with the general public. Matching with the appointment of the new President, the positive evolution in reputation, showed in the past years, slows down in 2017

60.0

63.6

67.264.9 65.6

70.0 69.7

2011 2012 2013 2014 2015 2016 2017

Washington D.C.

Presidential elections

Obama’s 2nd presidential term

Navy Yard shooting

29

Early signs of what’s to come from US reputation

73.4 73.7

69.9

68.5

74.0

76.9

79.2

81.7

76.4

55

60

65

70

75

80

85

2009 2010 2011 2012 2013 2014 2015 2016 2017

USA

60.0

63.6

67.264.9 65.6

70.0 69.7

2011 2012 2013 2014 2015 2016 2017

Washington D.C.

Presidential elections

Obama’s 2nd presidential term

Navy Yard shooting

30

The top 10 cities in reputation are the ones that are getting top support

1

2

3

4

5

6

7

8

10

9

LIVERank WORK IN

COPENHAGEN

SYDNEY

MELBOURNE

VANCOUVER

TORONTO

MONTREAL

AMSTERDAM

STOCKHOLM

SAN FRANCISCO

VIENNA

SYDNEY

COPENHAGEN

NEW YORK

VANCOUVER

MONTREAL

MELBOURNE

STOCKHOLM

TORONTO

SAN FRANCISCO

ZURICH

INVEST

TOKYO

ZURICH

NEW YORK

SYDNEY

COPENHAGEN

AMSTERDAM

MUNICH

TORONTO

STOCKHOLM

SAN FRANCISCO

VISIT

ROME

LONDON

SYDNEY

BARCELONA

AMSTERDAM

SAN FRANCISCO

COPENHAGEN

NEW YORK

VIENNA

VENICE

BLUE: In the Top 10 by Reputation

31

Being a beautiful and safe city that has well-respected leaders is what drives a city’s reputation

EFFECTIVE GOVERNMENT37.2%

APPEALING ENVIRONMENT36.9%

ADVANCED ECONOMY25.9%

ATTRIBUTE WEIGHT

Safe place 11.2%Well-respected leaders 8.5%

Follows social, economic & environmental policies 7.9%

Well-developed political and legal infrastructure 7.3%

Adequate infrastructure 6.7%

ATTRIBUTE WEIGHT

Beautiful city 12.2%

Appealing experiences 8.6%Home to well-known personalities 7.1%

ATTRIBUTE WEIGHT

Financially stable & potential for future growth 7.1%

Produces well-respected products and services 6.6%

Favorable business environment 6.6%

Headquarters of leading companies 5.1%

Technologically advanced 5.0%

32

Being a beautiful and safe city that has well-respected leaders is what drives a city’s reputation

37.2%

36.9%25.9%

Adj R2 = 0.680

N = 20,149

2017 Country RepTrak®

+0.2+0.0

-0.3

vs. 2016vs. 2016

vs. 2016

33

Link Between Reputation and Top Driver

40

50

60

70

80

90

100

40 45 50 55 60 65 70 75 80 85

Beautiful City and Reputation

RepTrak® Pulse

“Is

a b

eau

tifu

l ci

ty”

Sco

re • Being perceived to be a beautiful city drives 12% of a city’s reputation and is the top driver among all attributes studied

SydneyVienna

Venice

Cairo Mexico City

Moscow

Copenhagen

New Delhi

34

Place Reputation Management best practices

Identify relevant stakeholders and define desired behavior

Align strategy, messaging and activities withstakeholder expectations and across functions

Build KPIs to ensure accountability and monitor success on an ongoing basis

Understand what they think and expect and which touchpoints and activities work

35

Thank you