1
2017 City RepTrak®
September 28th, 2017
The Most Reputable Cities in the World
Nicolas G. Trad
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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
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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
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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)
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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”
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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
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Understanding the reputation of countries
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The City RepTrak® Scorecard
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Strong reputations are built by aligning what drives reputation with what you do
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NaplesItaly
CaracasVenezuela
Nigeria
… But can easily be destroyed
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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
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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
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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
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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
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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…
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Top 10 Cities Overtime (2015-2017)
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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
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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
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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
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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)
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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%
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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)
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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
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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
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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
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The top 10 cities in reputation are the ones that are getting top support
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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
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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%
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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
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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
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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
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Thank you