Strategic City Branding and Global Investment Positioning: A Case Study of Lagos ‘Detty December’ Campaign.

Abstract

This study explores how Lagos can strategically position itself as a global investment destination through a city branding campaign centered on Detty December - a culturally vibrant and economically significant festive period. With over $71.6 million generated in December 2024 alone and an influx of approximately 1.2 million visitors, Detty December has emerged as a powerful driver of urban tourism, cultural exchange, and economic activity. Despite its growing impact, there is a notable absence of structured data and academic review on this phenomenon, making the findings of this research a critical contribution to both scholarship and practice. Using a survey-based methodology and random probabilistic sampling, the study gathered insights from participants within Lagos, outside Lagos, and internationally. The analysis revealed key challenges such as traffic congestion, high costs, safety concerns, and poor infrastructure. It also identified significant public-private partnerships contributing to Lagos’ city branding efforts. Quantitative findings showed a negative sentiment toward participation (mean score: 2.46), contrasted by positive perceptions of Lagos’ cultural (3.46) and economic (3.87) potential during Detty December. Spearman’s correlation confirmed statistically significant positive relationships between perception and participation. The study concludes with actionable recommendations for integrating cultural events into Lagos’ branding framework and calls for further research to deepen understanding of seasonal urban branding strategies.