Place branding in resource peripheries: attracting the knowledge elite to Antofagasta, Chile

Abstract

ABSTRACT Cities in resource peripheries tend to be unattractive places. They lack the features that appeal to the knowledge elite – at least from the perspective of Richard Florida’s influential work – and, therefore, face challenges to diversify their economy. The article deals with Antofagasta, which is the capital of one of the world’s most important mining regions. In recent years, considerable efforts have been undertaken in terms of “place branding” and “place marketing” so as to make Antofagasta more livable. Against the backdrop of narrative interviews, the author analyzes whether these efforts help to attract highly skilled professionals. A qualitative comparative analysis reveals that career opportunities are the key factor – a necessary condition for the knowledge elite to move to Antofagasta, not amenities or a pleasant lifestyle. The region’s general economic conditions are relevant too. The built urban and natural environment is much less important, although it matters to some interviewees. Most highly skilled professionals find that Antofagasta is not an attractive city to live in. They do not project themselves being there for a long time.