Tashkent, Uzbekistan (UzDaily.com) -- Experts from the Institute for Macroeconomic and Regional Studies (IMRI) have studied the role of territorial branding in the context of the development of a creative economy.

Playing a major role in the branding of the territory, the creative economy allows to develop and promote the existing value of the area in the eyes of its potential visitors.

Here are a few examples of marketing campaigns that helped increase the popularity of these destinations.

Mount Rushmore is a famous landmark in South Dakota (USA), where the faces of four great US presidents are carved on the granite slope of the mountain in the Black Hills. The memorial is one of the country’s top tourist destinations, with over two million visitors annually.

The ONLYLYON campaign has helped to increase the recognition and reputation of the city of Lyon (France) at the international level. The campaign’s logo, the Lion, became a symbol of the area and a bird’s-eye video of the city was shown at various airports in Europe.

The Doors of Thrones is another innovative initiative through which Northern Ireland has been able to benefit from a natural disaster. The broken trees where the Game of Thrones scenes were filmed have been made into dozens of doors and placed all over the country. Thus, a popular tourist destination called "Journey of Doors" was created.

Through the Visit Faroe Islands campaign, the Faroe Islands created their own version of Google Street View by mounting a 360° camera on sheep.

A number of regions of Uzbekistan also have a certain image of their own in the world.

- Namangan positioned itself in the world as a "city of flowers". It hosts an annual flower festival.

- Rishtan is an ancient city in Ferghana region, famous for its skillful pottery masters and world-wide recognized as the center of unique glazed ceramics.

- Kishlak Konigil (Samarkand) is famous for its silk paper - a unique type of paper that had a smooth surface, strength and absorbs little ink.

At the same time, important tourism potentials of the regions remain unrealized.

Few people know that the remains of the “King of Dinosaurs” were found in the Kyzylkum desert, which occupied the highest position in the food chain of their time. In size, they even surpassed the famous tyrannosaurs. The presence in the name of this species "Ulughbegsaurus uzbekistanensis" reflects the involvement of this species of dinosaurs in our region and makes it possible to use them as a marketing campaign. In other words, you need to develop a logo for the area with Ulughbegsaurus in it, create dinosaur-themed entertainment facilities (parks, museums, etc.), and apply a 360° marketing approach to communicate the campaign. Also, using modern technological capabilities, it is possible to organize visual programs such as drone shows in the form of dinosaurs and color holograms on this topic.

The beautiful mountain landscapes of Surkhandarya, such as those near the Uchkizil reservoir, go unnoticed by most visitors to our country. In this case, it makes sense to apply the marketing strategy "Yodel Ay Hee Hoo". By applying this creative approach, it is possible to encourage passers-by foreigners at the airports of Samarkand and Tashkent to visit the villages in Surkhandarya through an advertising information kiosk. A local resident enters into an online conversation with foreigners in the airport terminal, and showing the area in real time, invites them to come visit.

Bukhara can position itself as the "City of a Hundred Domes" due to its rich architectural heritage. Among the most notable domed structures in Bukhara are the Chor Minor madrasah, the Poi-Kalyan complex, the Miri-Arab madrasah and others. For this purpose, the Inspired by Iceland campaign model can be applied. Using Bukhara as an example, by filming a series of videos aimed at demonstrating the high significance of the city in the Islamic world, it is possible to make visiting Bukhara something that every Muslim should do at least once in a lifetime.