Introduction

Major and mega-events are strategic interventions that catalyse significant social, cultural, and economic transformations within host cities and countries. This piece specifically explains how events offer an opportunity to enhance a place's image and attract tourism, stimulating economic growth through targeted marketing and branding initiatives.

But what exactly is meant by "branding"? According to the American Marketing Association, a brand is defined as "any distinctive feature like a name, term, design, or symbol that identifies goods or services." This concept has broad applicability to places: nations, regions, cities, towns, and neighborhoods can all be branded, serving to reimagine a place and present a specific version to a target audience.

Key conceptual components include the cognitive (awareness, familiarity, and associations), emotional (feelings and emotions), and behavioral (tendency towards exhibiting certain behaviors) elements of a place's image. These are some of the primary levers utilized by managers to forge a desired image of the place.

Those seeking to transform a place brand aim to create a network of associations in the minds of consumers through the visual and verbal expressions of a place.

The goal is to influence tourist behavior, increasing the likelihood of visiting and engaging with the destination. Indeed, this can encompass both positive and negative imagery: a key objective is to highlight positive elements of a place's image while mitigating negative perceptions.

For instance, the 2016 Rio de Janeiro Olympics were leveraged to rebrand the city as a vibrant, diverse, and dynamic destination. Prior to the Games, Rio faced significant challenges, including concerns over safety, political instability, and economic difficulties. The Olympic branding campaign focused on showcasing Rio's natural beauty, rich cultural heritage, and lively spirit.

The "Cidade Maravilhosa" (Marvelous City) narrative was promoted through visual imagery of iconic landmarks such as the Christ the Redeemer statue and Sugarloaf Mountain, along with vibrant depictions of Carnival and samba culture. Additionally, infrastructural developments, such as the renovation of the port area into a modern tourist hub and the improvement of public transportation, were highlighted to enhance the city's appeal. This comprehensive branding effort aimed to shift international perceptions, attract tourism, and stimulate economic growth by presenting Rio as a must-visit global destination.

The reimagining of a place is influenced by a complex interplay between historical, cultural, and socio-economic factors and is increasingly recognized as a key legacy of hosting major events. When examining these types of impacts, it is important to understand that the image of a place develops over a long period and that each event, particularly mega-events, past and present, contributes to the reimagining process. Here, each event, big or small, must be viewed as part of a broader "events strategy" that extends beyond the immediate impact of each occurrence.

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