SUMMARY
Located on the ancient Silk Road, Gaziantep is a Turkish city of commerce and tourism, internationally renowned for its rich heritage, craftsmanship and creative gastronomy. Located in the south-east of the country, 60 km from the Syrian border, Gaziantep has had to face an unprecedented crisis since the start of the war: the arrival of 300,000 refugees, equivalent to 1/5th of its population. This influx of people in such a short space of time, even though most of them make a positive contribution to the local economy, risked destabilizing the millennia-old local culture. This crisis prompted the local authorities to implement a holistic branding strategy to enhance its image and promote the social inclusion of new arrivals.
Keywords: attractiveness, branding, city branding, economic development, pride, crisis management, image, territorial marketing, territorial brand, resilience, refugees, reputation, sense of belonging, storytelling, UNESCO, Gaziantep, Turkey.
Illustration: Rota Sensin " Gaziantep'e Yolculuk "
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