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Changing Spaces; Making Places

Placemaking and the marketing of places to investors

  • 3 things to know
  • Component 02

Overview

Recall questions on placemaking and inward investment, what place-marketing campaigns emphasise, Glasgow's Miles Better campaign, major events and place brands, freeports, combined authorities and local enterprise partnerships, the Northern Powerhouse, and why place marketing may be zero-sum or fail existing residents.

What you need to know

Answer each one before you reveal it.

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Key term

Define placemaking.

Key term

What is a place brand?

Key term

Explain why place marketing can be criticised as a zero-sum activity.

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    Define placemaking.

    Model answer

    Placemaking is the deliberate shaping of a place's physical form, uses and image by planners, governments, businesses and communities in order to create a particular meaning and experience.

  2. 2

    Why do governments and organisations market places to the outside world?

    Model answer

    To attract inward investment, firms, skilled workers, students and visitors, and so to raise employment, incomes and tax revenue.

  3. 3

    What is meant by inward investment?

    Model answer

    Inward investment is money invested in a place by firms or organisations based elsewhere, typically in new premises, plant or infrastructure.

  4. 4

    Name four things a place-marketing campaign typically emphasises.

    Model answer

    Skilled labour and universities, transport and digital connectivity, available sites and financial incentives, and quality of life and culture.

  5. 5

    Give an example of a place slogan that set out to change a city's image.

    Model answer

    Glasgow's Miles Better campaign, launched in 1983, aimed to replace the city's reputation for industrial decline and deprivation with one of culture and welcome.

  6. 6

    How does hosting a major event serve as place marketing?

    Model answer

    The event guarantees international media coverage and imposes a deadline for investment, so infrastructure is actually completed and a new image is broadcast worldwide within a short period.

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