Can numbers tell the story? An investigation on the impact of three place branding and marketing campaigns 2003–2019 on the attraction of new residents to the Isle of Man

Florida Clements ()
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Florida Clements: University College Isle of Man

Place Branding and Public Diplomacy, 2024, vol. 20, issue 3, No 9, 378-393

Abstract: Abstract This study investigates the impact of three place branding and marketing campaigns conducted by the Isle of Man (IoM) government between 2003 and 2019. Using archival data from the IoM Census and data on the taxpayers in the IoM, research analyses the fluctuation on the number of residents relocating to and from the IoM during the period covered by the campaigns and tries to establish whether any changes can be attributed to the campaigns. Findings suggest that the residents’ numbers increased during two of the three campaigns; however, full causality cannot be confirmed.

Keywords: Place branding; Campaign evaluation; Place branding campaign; Resident attraction; Talent attraction (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41254-023-00303-8

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