Revitalising US urban tourism post COVID-19: A brand strategy case study

Carly Fink and Kristen Adamo
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Carly Fink: President, Provoke Insights, USA
Kristen Adamo: President & CEO, Providence Warwick Convention & Visitors Bureau, USA

Journal of Brand Strategy, 2024, vol. 13, issue 4, 346-355

Abstract: After the COVID-19 pandemic, many US cities have suffered financially due to people adopting a hybrid work approach and moving from cities to the suburbs. Meanwhile, suburban residents are hesitant to visit cities due to concerns about increased crime rates since the pandemic. This has created a branding and marketing challenge for urban areas, particularly in smaller metropolitan areas that rely heavily on suburban commuters and day visitors. As a result, cities need to rebrand to better reach the new suburban consumers and bring them back into the city. This paper provides a case study on how the city of Providence, Rhode Island, addressed these issues through a marketing campaign targeting individuals who live up to an hour outside the city. The paper also describes how the city commissioned a market research study to determine the best strategy for the rebrand to move forward.

Keywords: urban tourism; post-covid-19 recovery; marketing strategy; market research; consumer behaviour; travel trends (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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