Listen: Landor's global creative officer talks branding Russia

Ahead of the Russia & CIS Hotel Investment Conference (RHIC), taking place next week in Moscow, Jonathan Worsley, chairman of Bench Events and co-organizer of RHIC, caught up with keynote speaker Peter Knapp, global creative officer at Landor, a global brand consulting and design firm, to discuss how destinations can leverage their sense of brand in order to become more popular and more successful.

With so much choice, what does it take to encourage people to visit Russia for tourism? What does it take to promote inward investment and how can Russia create a "brand" to maximize the opportunity for the destination?

Hear their conversation below.

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