A case-study on Valletta 2018, European capital of culture : the branding process and desired effects

Abstract

Valletta has been awarded the title of European Capital of Culture for the year 2018. Liverpool and Genoa are two examples whereby the European Capital of Culture event transformed the cities and gave them an enhanced identity and a stronger city brand. The dissertation highlights the importance of a place branding endeavour complementing a cultural event. Place branding has become a marketing weapon which helps to differentiate a place from another, ascertain the same place in the tourism market and help the same location in achieving a strong identity and a range of benefits which fortify the social and economic fabrics. At present there exists no cohesive course of action which reveals the branding philosophy that Valletta intends to adopt. Nonetheless, all stakeholders agree that branding Valletta as a complementary exercise in anticipation of the V.18 programme is key. The main benefits from branding Valletta are perceived to include obtaining a stronger cultural identity, instil a pride of place in Maltese society, generating an improved structure for cultural industries and generate tourism as well as investment.