Emotional advertising as a strategy in city branding: The case of Malaga

Abstract

Introduction: Thanks to the advertising and marketing techniques used in the city branding strategy, cities seek to stand out through differentiating factors, among which the type of emotions that come with visiting or living in the city becomes a key factor. Methodology: Based on this qualitative research, a trend in city advertising is exemplified with an emotional approach used in the city branding strategy, which is projected in the city brand of Malaga. Results: The data obtained in the analysis process reveal the extensive application of associations and emotions and the identity elements of the city. Discussion: Although the focus of study of this project is to understand the application and identification of emotions and associations linked to the city of Malaga and analyzed through advertising, positive experiences designed in the city also gain relevance within the emotional approach and as part of the city branding strategy. Conclusions: City advertising encompasses an emotional environment that sets the course for how cities are presented and the importance of excelling in the emotional arena to increase their power of attraction and thus achieve stronger long-term ties with the city.