Leveraging social capital to catalyse post-pandemic anti-fragility: the “Vilnius model”

Purpose This paper aims to delve into the interdependent connection between place branding and social capital, specifically focusing on how it contributes to uniting a city’s recovery efforts during times of crisis. By using the theoretical frameworks of social capital and cultural intermediation, the case study of Vilnius, Lithuania, exemplifies how cities can navigate through turbulent periods by prioritising the work of place marketers and their relationships in their strategic approach. Design/methodology/approach A qualitative, mixed method case study approach used four different methods of investigation, drawing on multiple sources of evidence, including a mix of interviews with key actors, content analysis, netnography and participant observation. Findings Go Vilnius, in collaboration with the City of Vilnius Municipality, leveraged existing stakeholder relationships and a strong common identification among political actors, promotional intermediaries, residents and city institutions to not only adapt to the unfolding crisis but to evolve its marketing, place-making, tourism and community engagement strategies to emerge as a more resilient, dynamic and animated city after the pandemic. Practical implications This case study demonstrates that a “network constellation” approach centralised around key stakeholder relationships held by marketing, tourism and promotional professionals is a crucial component in urban post-pandemic and emergency planning. Social implications By placing marketing professionals at the heart of crisis planning, cities can capitalise on the inherent social capital that is their key occupational resource and leverage their relationships with residents, the business community, international collaborators and the media for swift and maximum impact. Originality/value By identifying the “network constellations” that facilitated the institutionalisation of place branding activities in the face of both a local and global shutdown, this paper positions place marketers, acting as cultural intermediaries, at the centre of crisis planning and prevention strategies for anti-fragile cities of the post-pandemic future.