Generating sensations

Public Diplomacy as a key tool

When talking about Spain, special and usually common references come to anyone's mind. If listening about London, no much difference would be between the image call an American has and that had by an Italian. Quality cars are also a convergence place for those thinking about Germany. High Technology goes by hand with Japan, while Paris means glamour.

Leading places have a personal identity. They are a brand themselves.

Place Branding is a modern communications discipline that helps cities, counties, regions, geographical areas or nations to develop their own global image and soak the world with it.

Place Branding has not much to do with traditional marketing, although they share some techniques. Place Branding is about the meaning of the essential, capturing the soul of a place and making the world have a real and emotional understanding of it. This aim can be focused on a particular area so we can cover the most immediate targets, such as tourism, investments or culture, for instance.

Place Branding generates sensations about a city or a country. It generates opinion about it.

It has to do with History, culture, sports, tourism, investments, business, identity... But, overall, Place Branding has to do with people.

For Place Branding, Public Diplomacy is a key tool. It is the way to promote place or national interests. And it does it through understanding, informing and influencing foreign audiences.

Traditional Diplomacy? No, Public Diplomacy is also developed by new actors: civil society, social and opinion leaders, NGOs, journalists, academics. Public Diplomacy is everyone´s business.

We brand your place.- Every single place has unique appeals to build up its brand and become identified, recognized and admired as it is. Based in Spain, our experts enjoy a unique sense to take the essentials of a place and build an International Image aiming to gain global attention to it: that will increase tourists flow, foreign investments, commercial treats and economic performance. We feel privileged developing projects that contribute to improve people´s quality of life: Place Branding is the most democratic way to promote a country, its tourism or industry, as it spreads its benefits directly amongst its population. Undoubtedly, Place Branding is a real path to future. Branding your place will bring benefits globally to your city or country. GRANTA offers a unique, coherent and lasting solution for your place or country branding and positioning, from the singular perspective of Spain, located in a privileged place, bridge to Europe, the Arab World and Latin America. An exclusive potentiality that makes us trustful exponent for consulting in Place Branding and Communication. We create emotional links to bring together people and places.

It will participate with own pavilion GRANTA, selected by Madrid to design its plan for Expo Shanghai 2010 GRANTA Consulting was selected by Madrid City Council to design and develop its Communications Strategy for Expo Shanghai 2010, to be held next year (1 may-31 Oct). The Universal Exposition of Shanghai, themed "Better City, Better Life" will be the largest ever, with 184 participant countries and 43 International Organizations. A total of 55 cities will attend the Expo. Among them, Madrid, whose project was selected by an international committee to be showcased with 14 other cities in the Expo Urban Best Practices Area, an exclusive space for those cities that will have its own pavilion. The Bamboo House (social dwelling)and the Air Tree (Public Area) will be the two projects Madrid will take to Shanghai GRANTA will develop an ambitious strategic communications plan for this international project of Madrid.