The city of Salvador in the Brazilian state of Bahia had its brand repositioned and its strategic marketing plan for tourism redrawn to position the city as “The Black Capital” of Brazil. A homologous relationship of listening to and talking with the population of Salvador was central to the strategies for the city’s tourism initiatives.

The collaboration led to an atonement and a recognition of the city’s history, culture and identity. At the same time, this stance highlighted Salvador as a Cultural Heritage of Humanity, joining UNESCO’s Creative Cities Network as a “City of Music”.