Creating a Different DMO for Place Branding

This semester’s COM 490 Transmedia Storytelling (or Capstone) course has finally reached its more concrete marketing part. We started reading Anne Zeiser’s Transmedia Marketing book. I should admit that the book is ancient in digital media terms. It was published in 2012 – or few digital eons ago. Yet, its take on marketing and promotion is solid. The first few chapters where Zeiser lays down the conceptual frameworks made me reconsider how one can re-organize a destination management organization (DMO) into one that can implement a transmedia marketing campaign.

organizational chart

Newport News Tourism Organizational Chart

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Don’t brand, create a world!

This year, I am teaching a course entitled “Transmedia Storytelling” at Reinhardt University. It is basically our capstone course (or senior seminar or however you would like to call it). When my overly-ambitous self gets ridiculously excited about academic ventures, I end up doing not-so-smart things… In this episode of “getting myself overworked”, I promised my students that I will do all the assignments with them. Basically, over the next few months, I will write four reflection blog posts and create a transmedia storytelling campaign for a client of my choice (it will be a place branding campaign for Waleska, GA – a city most famous for being home to Reinhardt University, and also for me.)

The first reading I assigned was Mark Wolf’s Building Imaginary Worlds. I wanted to encourage my students to think about marketing (or strategic communication) as a way to create a fictional world. I want to expand a little bit more on why I chose this particular reading and connect it with my own project.


Our first homepage for – A website dedicated to telling Turkey’s story

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Concrete Jungle: The Urbanization Fad

“In this Concrete Jungle
We make our homes in city walls
You know we gotta run so wild
To keep up with this life style” Au/Ra – Concrete Jungle

This post is one of my initial attempts to structure my thoughts and (mostly anecdotal) observations about urbanizations into a research plan.

I have been writing about city branding – or in other words how cities see themselves, portray themselves, and are perceived by others – for the better part of the last decade. During the last two years, I started experimenting with the idea of focusing on the attempts of smaller towns that project an urban identity. After accepting a job in Waleska, GA – a town of less than 900 people – and moving to Woodstock, GA – the lively urban center in Cherokee County as it houses around 25,000 people and 20 restaurants/bars -, I am even more excited about the project.

I have one burning question – why do we want to live in this concrete jungle? Why are we so obsessed with cities? More importantly, why do smaller (or exurban or suburban) places act like urban centers?


Downtown Woodstock, its residents, and one of the few sidewalks in the entire region.

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I think Sweden just won #Eurovision 2017

I know Portugal won the Eurovision Song Contest, but Sweden won the Eurovision. As I am obsessed (not only with Eurovision but also) with nation branding and perception, I look at the results from a branding perspective. And I will argue that Sweden – not Portugal, not even the host country Ukraine – won the Eurovision.


“Celebrate Diversity” was the ‘theme’ at Kyiv (Photo from

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Four Suggestions for the Future of Place Branding Research

In my sixth and last post as an Academic Observer on Place Brand Observer, I talked about the future of place branding research. I combined what ‘might’ happen given the existing body of literature and what ‘should’ happen if we want to have a larger impact on the society.

You can read the full post on Place Brand Observer.


Repositioning Turkish Brand after the Coup Attempt


Image taken from Time magazine / AFP PHOTO / Bulent KILICBULENT KILIC/AFP/Getty Images

When I accepted to serve as Academic Observer for The Place Brand Observer, I created a list of topics for all my posts for the upcoming six months. For my fifth post, I was planning to write about partnerships between scholars/academic institutions and branding agencies. However, given the fact that I am living in Istanbul during really “interesting” times, I decided to discuss what academia has to offer to practitioners who want to brand cities, regions or countries in such turbulent times.

You can read the full post on the Place Brand Observer.


Who Cites Whom in Place Branding?

In my quest to blog regularly for the Place Brand Observer, I published my fourth post where I pose a structural question within the field of place branding. Who do we cite? Which are some of the more important works? Are there any groupings based on co-citation similarities?

For this purpose, I went to the Web of Science database and downloaded bibliographic information on all articles that had “place branding”, “city branding”, “country branding” or “nation branding” as their topic.

If you are interested in learning more, you can read the full blog post on the Place Brand Observer.