An executive partner with the institute, Nicolas Georges Trad, explains the Canadian city’s victory: “Vancouver’s City RepTrak results demonstrate how a well-run city, coupled with targeted media conversations and communicating the right messages, positively impacts people’s perceptions.”
And just what are those messages?
According to Paul Vallee, executive vice president at Tourism Vancouver, the visitors’ bureau that handles much of the city’s outward messaging and promotion, it’s a fully open and honest approach.
“Visitors, tourists, and residents in many ways, too, are looking for the real, the authentic,” he says. “Their desire is to find something that’s true to that place.”
So Tourism Vancouver doesn’t shy away from telling the city’s complete story, without fear, even those parts that other cities might sweep under the rug.
Warts and all
In the age of social media, Vallee and his team have come to terms with the idea that it’s difficult to keep complete control over messages or hide anything from prying eyes.
“People will uncover any given thing about your city,” he says. “You can’t hide anymore. If somebody hasn’t tweeted about it yet, they will soon.”