As cidades mais conceituadas do mundo - 2016

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2016	City	RepTrak®	
November,	2016	
The	Most	Reputable	Ci=es	in	the	World	
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The	2016	City	RepTrak®	
Stakeholder	Group	(Target)	
•  G8	general	public	balanced	to	the	
country	popula=on	on	age	and	
gender	and	controlled	for	region		
•  People	who	were	“somewhat”	or	
“very”	familiar	were	allowed	to	rate	
a	country	
City	Selec7on:	
•  Largest	gross	domes=c	products	
(public	release)		
•  Largest	popula=ons	
•  Ci=es	with	highest	familiarity		
	
Data	Collec7on	Method:		
•  CAWI	(online	interviews).	
	
Sample:		
•  More	than	23,000	ra=ngs	collected	in	
August-September	2016	
•  55	ci=es	measured	
3	
The	City	RepTrak®	Scorecard	
4	
Good	reputa=ons	drive	posi=ve	support	
As	in	the	case	of	companies,	ci7es	also	have	their	own	reputa7on	which	impacts	their	performance.	
MORE	tourism	 MORE	tax	payers		 More	events		
5	
…	and	ul=mately	drives	value			
Suppor7ve	
Behaviour		
Value	
Crea7on	
Percep7ons	
	
Direct	Experiences	
	
	
Country	Ac=ons	&	
Communica=ons	
	
	
3rd-party	Influence	
	
Stereotypes	
Awareness	 Reputa7on		 Support		 Value		
6	
Value	Crea=on:	Rela=onship	between	Reputa=on	and	Intent	
40	
45	
50	
55	
60	
65	
70	
75	
80	
85	
90	
40	 45	 50	 55	 60	 65	 70	 75	 80	 85	
Ci=es	with	the	highest	reputa=ons	a_ract	visitors	
RepTrak®	Pulse	
“W
ou
ld
	V
isi
t”
	S
co
re
	
RepTrak®	Pulse	and	
”Would	Visit"	
correla=on	=	0.70	
RepTrak®	Pulse	and	”Would	
Live"	correla=on	=	0.74	
RepTrak®	Pulse	and	”Would	
Work"	correla=on	=	0.72	
RepTrak®	Pulse	and	”Would	
Invest"	correla=on	=	0.69	
RepTrak®	Pulse	and	”Would	A_end/
Organize	Events"	correla=on	=	0.68	
7	
Naples		
Italy	
Caracas	
Venezuela	
Lagos		
Nigeria		
…	but	can	also	destroy	it	
8	
Globally,	the	number	of	tourists	and	expenditure	is	increasing	
Interna=onal	tourism	–	number	of	arrivals	(1995-2014)	
Source:	World	Bank	
According	to	the	World	Tourism	Organiza=on,	interna7onal	tourist	
arrivals	grew	by	4.4%	in	2015	and	reached	a	record	1.2	billion	people.	
	
Interna=onal	arrivals	have	been	increasing	>	4%	every	year	since	2010.	
Interna=onal	tourism	–	expenditures	US$	(1995-2014)	
Source:	World	Bank	
Not	only	do	people	travel	more	–	they	also	spend	more	money	in	absolute	
and	per	person	per	day.		
In	2016,	total	government	spending	on	tourism	marke=ng,	promo=on	and	tourism	related	infrastructure	is	expected	to	be	$413	
billion	–	10%	higher	than	2011	and	its	expected	to	increase	by	another	29%	by	the	next	decade.	
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CITY	REPTRAK®	2016	
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5	
6	
7	
8	
10	
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81.8	
81.7	
80.2	
79.5	
79.5	
78.9	
78.7	
78.6	
78.5	
78.4	
RepTrak®	Pulse	
Score	Rank	
VIENNA	
SYDNEY	
ZURICH	
TORONTO	
STOCKHOLM	
EDINBURGH	
MONTREAL	
ROME	
VANCOUVER	
COPENHAGEN	
City	
Sydney	
Vienna	
Vancouver	
•  For	the	first	=me	in	the	City	RepTrak®	
study	we	have	ci=es	with	an	excellent	
reputa=on	
•  Sydney	takes	the	first	spot	for	the	
second	year	in	a	row,	followed	by	
Vienna	in	a	very	close	second	
•  What	makes	these	ci=es	the	most	
reputable?		
•  They	are	well-developed	
and	have	structure	in	place	
•  Top	lists	for	best	quality	of	
life,	best	ci=es	in	the	world	
and	most	livable	
•  The	top	5	ci=es	in	2016	are	also	the	
top	5	ci=es	that	respondents	chose	as	
a	place	to	live		
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2	
3	
4	
5	
6	
7	
8	
10	
9	
78.3	
77.8	
77.0	
76.8	
76.2	
75.2	
74.7	
74.3	
74.1	
73.9	
RepTrak®	Pulse	Score	Rank	
Strong	
70-79	
CANADA	
SWEDEN	
SWITZERLAND	
AUSTRALIA	
NORWAY	
FINLAND	
NEW	ZEALAND	
DENMARK	
IRELAND	
NETHERLANDS	
Country	Sydney	and	Vienna	top	the	ranking	–	three	Canadian	ci=es	make	top	10		
All	RepTrak®	Pulse	scores	that	differ	by	more	than	+/-	2.5	are	significantly	different	at	the	95%	confidence	level	
10	
For	the	first	=me,	we	have	ci=es	scoring	above	80		
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2	
3	
4	
5	
6	
7	
8	
10	
9	
81.8	
81.7	
80.2	
79.5	
79.5	
78.9	
78.7	
78.6	
78.5	
78.4	
RepTrak®	Pulse	
Score	Rank	
VIENNA	
SYDNEY	
ZURICH	
TORONTO	
STOCKHOLM	
EDINBURGH	
MONTREAL	
ROME	
VANCOUVER	
COPENHAGEN	
City	
Sydney	
Vienna	
Vancouver	
CITY	REPTRAK®	2016	
•  For	the	first	=me	in	the	City	RepTrak®	
study	we	have	ci=es	with	an	excellent	
reputa=on	
•  Sydney	takes	the	first	spot	for	the	
second	year	in	a	row,	followed	by	
Vienna	in	a	very	close	second	
•  What	makes	these	ci=es	the	most	
reputable?		
•  They	are	well-developed	
and	have	structure	in	place	
•  Top	lists	for	best	quality	of	
life,	best	ci=es	in	the	world	
and	most	livable	
•  The	top	5	ci=es	in	2016	are	also	the	
top	5	ci=es	that	respondents	chose	as	
a	place	to	live		
All	RepTrak®	Pulse	scores	that	differ	by	more	than	+/-	2.5	are	significantly	different	at	the	95%	confidence	level	
11	
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2	
3	
4	
5	
6	
7	
8	
10	
9	
81.8	
81.7	
80.2	
79.5	
79.5	
78.9	
78.7	
78.6	
78.5	
73.9	
RepTrak®	Pulse	
Score	Rank	
VIENNA	
SYDNEY	
ZURICH	
TORONTO	
STOCKHOLM	
EDINBURGH	
MONTREAL	
ROME	
VANCOUVER	
Country	
COUNTRY	REPTRAK®	2016	
1	
2	
3	
4	
5	
6	
7	
8	
10	
9	
78.3	
77.8	
77.0	
76.8	
76.2	
75.2	
74.7	
74.3	
74.1	
CANADA	
SWEDEN	
SWITZERLAND	
AUSTRALIA	
NORWAY	
FINLAND	
NEW	ZEALAND	
DENMARK	
IRELAND	
NETHERLANDS	
These	top	10	countries	are	the	happiest,	most	peaceful	and	most	progressive	
Strong	
70-79	
•  Sweden	ranks	first	in	2016	
•  Even	though	it	ranks	first,	
Sweden	is	on	par	with	
Canada	and	Switzerland	as	
countries	with	best	
reputa=on	
•  What	do	these	countries	
have	in	common?	They	are	
on	the	top	lists	for	happiest	
countries,	most	peaceful	
countries	and	most	socially	
progressive	countries	(same	
sex	marriage,	best	
educa=on,	healthcare)		
All	RepTrak®	Pulse	scores	that	differ	by	more	than	+/-	1.4	are	significantly	different	at	the	95%	confidence	level	
12	
Toronto	makes	a	strong	come	back	in	16	
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10	
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2016	Rank	 2015	
VIENNA	
SYDNEY	
ZURICH	
TORONTO	
STOCKHOLM	
EDINBURGH	
MONTREAL	
ROME	
VANCOUVER	
COPENHAGEN	
SYDNEY	
MELBOURNE	
STOCKHOLM	
VIENNA	
VANCOUVER	
BARCELONA	
EDINBURGH	
GENEVA	
COPENHAGEN	
VENICE	
2014	
MUNICH	
SYDNEY	
VIENNA	
FLORENCE	
VENICE	
OSLO	
VANCOUVER	
LONDON	
BARCELONA	
MONTREAL	
All	RepTrak®	Pulse	scores	that	differ	by	more	than	+/-	2.5	are	significantly	different	at	the	95%	confidence	level	
13	
Toronto’s	scores	in	three	dimensions	and	suppor=ve	behavior	(2014-2016)	
DIMENSION	 2016	SCORE	
2015	
SCORE	
2014	
SCORE	
Effec7ve	Government	 78.7	 69.5	 70.6	
Appealing	Environment	 78.6	 70.0	 71.8	
Advanced	Economy		 77.3	 68.6	 68.6	
SUPPORTIVE	BEHAVIOR	 2016	SCORE	
2015	
SCORE	
2014	
SCORE	
Live	 77.9	 70.2	 68.7	
Work	in	 77.5	 70.6	 70.5	
Invest	 74.6	 66.4	 66.6	
Visit	 82.9	 75.0	 77.8	
14	
Rank	 City	 2016	RepTrak®	Pulse	
1	 Sydney	 81.8	
2	 Vienna	 81.7	
3	 Zurich	 80.2	
4	 Toronto	 79.5	
5	 Stockholm	 79.5	
6	 Edinburgh	 78.9	
7	 Montreal	 78.7	
8	 Rome	 78.6	
9	 Vancouver	 78.4	
10	 Copenhagen	 78.4	
11	 Helsinki	 77.7	
12	 Venice	 77.5	
13	 Melbourne	 77.4	
14	 Barcelona	 77.2	
15	 Madrid	 76.9	
16	 Frankfurt	 76.9	
17	 Amsterdam	 76.9	
18	 San	Francisco	 76.5	
19	 Tokyo	 76.5	
20	 Dublin	 76.3	
21	 Milan	 76.1	
22	 London	 75.6	
23	 Paris	 75.2	
24	 Munich	 74.7	
25	 Prague	 74.4	
26	 Sea_le	 74.2	
27	 New	York	 73.5	
AllRepTrak®	Pulse	scores	that	differ	by	more	than	+/-	2.5	are	significantly	different	at	the	95%	confidence	level	
The	majority	of	ci=es	enjoy	strong	reputa=ons	
•  Ci=es	with	reputa=ons	that	fall	in	
the	upper	half	of	rankings	are	
predominantly	located	in	Europe	
•  3	Italian	
•  3	Scandinavian	
•  3	Bri=sh	
•  Though	these	ci=es	reflect	their	
country	rankings	for	the	most	part	
-	unlike	Sweden,	Norway,	Finland,	
Denmark	and	Ireland,	Italy	does	
not	appear	in	the	top	10	countries	
of	2016	
•  Why	does	Italy	not	make	the	top	
when	its	ci=es	do?	
•  Italians	view	the	country	
as	performing	lower	on	
Operates	efficiently,	
Progressive	economic	&	
social	policies,	and	
Favorable	environment	
for	business	compared	
to	external	respondents	
15	All	RepTrak®	Pulse	scores	that	differ	by	more	than	+/-	2.5	are	significantly	different	at	the	95%	confidence	level	
6	ci=es	are	challenged	with	weak	reputa=ons	
What	makes	these	ci=es	the	least	
reputable?	
•  Plagued	by	civil	war,	Istanbul’s	
weak	reputa=on	places	it	among	
the	world’s	lowest	rated	ci=es	
•  Issues	surrounding	scandal	and	
crime	keep	Rio	de	Janeiro	in	the	
bo_om	despite	hos=ng	the	2016	
Summer	Olympics	
•  Cairo,	a	city	oxen	highlighted	by	
its	issues	with	safety,	has	the	
most	vulnerable	reputa=on	of	
2016	
Rank	 Country	 2016	RepTrak®	Pulse	
28	 Singapore	 73.5	
29	 Berlin	 72.9	
30	 Boston	 72.3	
31	 Budapest	 71.9	
32	 Orlando	 70.9	
33	 Manchester	 70.5	
34	 Athens	 70.4	
35	 Brussels	 70.3	
36	 Miami	 70.1	
37	 Washington	DC	 70.0	
38	 Dubai	 68.7	
39	 Atlanta	 68.6	
40	 Los	Angeles	 68.3	
41	 Hong	Kong	 68.2	
42	 St.Petersburg	 67.8	
43	 New	Orleans	 67.1	
44	 Shanghai	 66.7	
45	 Chicago	 66.2	
46	 Seoul	 65.4	
47	 Las	Vegas	 64.6	
48	 Bangkok	 63.3	
49	 Jerusalem	 62.0	
50	 New	Delhi	 58.8	
51	 Istanbul	 57.1	
52	 Mexico	City	 56.1	
53	 Moscow	 55.2	
54	 Rio	de	Janeiro	 54.6	
55	 Cairo	 53.6	
16	
The	top	city’s	compe==ve	strength	is	increasing	
#1	City	in	2011	–	London;	#1	City	in	2012	–	Vancouver;	#1	City	in	2013	–	Sydney;	#1	City	in	2014	–	Vienna;	#1	City	in	2015	–	Sydney	;	#1	City	in	2016	–	Sydney		
70.8	 72.3	
75.8	 75.0	
76.7	
79.6	
71.9	
74.2	
77.4	 76.4	
79.1	
81.8	
60	
65	
70	
75	
80	
85	
90	
2011	 2012	 2013	 2014	 2015	 2016	
Top	10	Ci=es	RepTrak	Average	 #1	City	RepTrak	Pulse	Score	
•  Over	the	past	6	years	the	
average	reputa=on	of	top	
ranked	ci=es	has	increased	by	
9	points,	and	the	pulse	score	
that	assured	a	city	the	#1	place	
has	increased	by	10	points	
•  Sydney	has	managed	to	
consistently	increase	its	
reputa=on	and	maintain	the	#1	
spot	(2013,	2015,	2016)	
•  Sydney	has	consistently	high	
scores	across	all	city	a_ributes	
(ex.	Beau=ful	city,	progressive,	
safe,	favorable	for	business)	
and	is	one	of	the	top	ci=es	
where	people	would	like	to	live	
and	work	
17	
Country	and	City	reputa=ons	are	linked	together		
•  There	is	an	undeniable	link	
between	the	reputa=on	of	a	
city	and	the	country	it		
resides	in	
•  When	comparing	the	2016	
Country	RepTrak®	and	2016	
City	RepTrak®	rankings,	the	
ci=es	that	are	on	top	belong	to	
countries	that	topped	the	
Country	ranking,	similarly	with	
the	bo_oms	of	the	lists		
•  The	only	discrepancies	are	Las	
Vegas,	Bangkok,	and	Rio	de	
Janeiro.	While	these	ci=es	are	
at	the	bo_om	of	the	list,	their	
respec=ve	countries	rank	in	
the	middle	
TOP	10	CITIES	(1-10)	 CITY’S	COUNTRY	 COUNTRY’S	RANKING	IN	2016	COUNTRY	REPTRAK®	
Sydney	 Australia	 4	
Vienna	 Austria	 11	
Zurich	 Switzerland	 3	
Toronto	 Canada	 2	
Stockholm	 Sweden	 1	
Edinburgh	 UK	 13	
Montreal	 Canada	 2	
Rome	 Italy	 12	
Vancouver	 Canada	 2	
Copenhagen	 Denmark	 8	
BOTTOM	10	CITIES	(46-55)	 CITY’S	COUNTRY	 COUNTRY’S	RANKING	IN	2016	COUNTRY	REPTRAK®	
Seoul	 South	Korea	 45	
Las	Vegas	 United	States	of	America	 28	
Bangkok	 Thailand	 26	
Jerusalem	 Israel	 51	
New	Delhi	 India	 44	
Istanbul	 Turkey	 58	
Mexico	City	 Mexico	 43	
Moscow	 Russia	 65	
Rio	de	Janeiro	 Brazil	 24	
Cairo	 Egypt	 55	
18	
CITY/COUNTRY	 2016	REPTRAK®	PULSE	 2015	REPTRAK®	PULSE	 Δ	between	2016	and	2015	pulse	
BELGIUM	 68.0	 72.3	 -4.3	
BRUSSELS	 70.3	 72.2	 -1.9	
FRANCE	 69.3	 64.4	 +4.9	
PARIS	 75.2	 73.8	 +1.4	
•  Axer	the	Brussels’	terrorist	
a_acks,	both	the	city	and	the	
country	experienced	a	
reputa=on	drop	
•  Both	Brussels	and	Belgium	
experienced	a	significant	
drop	in	the	safety	
a_ribute	
•  The	effect	was	opposite	for	
Paris	and	France	axer	the	
mul=ple	a_acks	in	Paris	–	both	
Paris’	and	France’s	reputa=ons	
saw	a	posi=ve	lix	
•  Their	reputa=on	increases	
despite	the	drops	in	the	
safety	a_ribute	
The	a_acks	in	Paris	and	Brussels	affected	the	reputa=ons	of	the	ci=es	as	well	as	their	
country	reputa=ons	
19	
The	Olympics	Effect	Case	Study:	London	and	Rio	de	Janeiro	
71.9	
69.5	
74.4	 74.6	 75.0	 75.6	
57.5	
59.6	
57.6	 58.4	
59.5	
54.6	
2011	 2012	 2013	 2014	 2015	 2016	
London		 Rio	de	Janeiro	
London	2012	
Summer	Olympics	
Rio	de	Janeiro	2016	
Summer	Olympics	
•  For	London,	the	2012	Summer	
Olympics	had	a	posi=ve	effect	on	
the	city’s	reputa=on	and	the	city	
has	enjoyed	the	axerglow	since	
then	(however,	sta=s=cally	there	
has	been	no	increase	since	2013)	
•  The	overall	sen=ment	about	the	
London	Olympics	was	posi=ve	and	
the	Games	were	praised	for	their	
organiza=on	
•  For	the	recent	Olympics	in	Rio,	the	
story	is	different	–	in	2016	right	
axer	the	Olympics	ended,	Rio’s	
score	dropped	5	points	
•  Brazil’s	poli=cal,	economic	and	
health	crises	set	an	unstable	and	
unsafe	stage	for	the	Games,	and	
the	many	infrastructure	and	
organiza=onal	issues	during	the	
Games	only	furthered	this		
*2011-2015	City	RepTrak®	Studies	fielded	in	January	of	the	year	;	2016	City	RepTrak®	fielded	in	August-September	of	2016	
*	
20	
•  Rio	de	Janeiro	is	the	city	that	saw	
the	highest	drop	in	reputa=on		
•  The	areas	in	which	the	city	
experienced	the	biggest	decline	
revolve	around	Brazil’s	recent	
poli=cal	scandals,	frauds,	and	
unstable	economic	and	health	
situa=on	
PULSE/ATRRIBUTE	 2016	SCORE	 2015	SCORE	 Δ	between	2015	and	2016	
RepTrak®	Pulse	 54.6	 59.5	 -4.9	
Safe	environment	for	visitors		 41.1	 50.5	 -9.4	
Run	by	well-respected	leaders	 43.9	 53.0	 -9.1	
Well-developed	poli=cal	ins=tu=ons	 45.6	 51.7	 -6.1	
Financially	stable	and	poten=al	for	growth	 49.5	 55.4	 -5.9	
Adequate	infrastructure	 50.9	 56.1	 -5.3	
Rio’s	troubles	didn’t	stop	with	the	Olympics;	the	country’s	poli=cal,	economic	
and	health	issues	had	a	direct	impact	on	it’s	most	famous	city		
21	
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3	
4	
5	
6	
7	
8	
10	
9	
LIVE	Rank	 WORK	IN		
SYDNEY	
TORONTO	
ZURICH	
STOCKHOLM	
VIENNA	
VANCOUVER	
MONTREAL	
MELBOURNE	
COPENHAGEN	
FRANKFURT	
ZURICH	
TORONTO	
SYDNEY	
FRANKFURT	
STOCKHOLM	
MONTREAL	
VANCOUVER	
EDINBURGH	
MELBOURNE	
SAN	FRANCISCO	
INVEST	
TOKYO	
TORONTO	
ZURICH	
SYDNEY	
NEW	YORK	
STOCKHOLM	
FRANKFURT	
MUNICH	
COPENHAGEN	
SINGAPORE	
VISIT	
VENICE	
VIENNA	
ROME	
BARCELONA	
SAN	FRANCISCO	
SYDNEY	
AMSTERDAM	
NEW	YORK	
TOKYO	
EDINBURGH	
BLUE:	In	the	Top	10	by	Reputa=on	
The	top	10	ci=es	in	reputa=on	are	the	ones	that	are	ge}ng	top	support	
•  Ci=es	with	the	best	
reputa=ons	are	most	likely	
to	a_ract	new	residents	
•  Top	tourist	des=na=ons	are	
not	necessarily	ci=es	with	
top-rated	reputa=ons,	and	
thus	do	not	receive	high	
support	in	other	categories	
•  Though	highly	
regarded	for	their	
appealing	
environments,	
their	economy,	
poli=cs,	or	
infrastructure	can	
decrease	their	
reputa=on	and	
levels	of	support	
22	
EFFECTIVE	GOVERNMENT	
37.5%		
APPEALING	ENVIRONMENT	
36.7%		
ADVANCEDECONOMY	
25.9%	
ATTRIBUTE	 WEIGHT	
Safe	place	 11.5%	
Well-respected	leaders	 8.5%	
Follows	social,	economic	&	environmental	policies	 8.1%	
Well-developed	poli=cal	and	legal	infrastructure	 7.1%	
Adequate	infrastructure	 6.7%	
ATTRIBUTE	 WEIGHT	
Beau7ful	city	 12.0%	
Appealing	experiences		 8.3%	
Home	to	well-known	personali=es		 7.6%	
ATTRIBUTE	 WEIGHT	
Financially	stable	&	poten=al	for	future	growth	 6.8%	
Produces	well-respected	products	and	services	 6.5%	
Favorable	business	environment	 6.4%	
Technologically	advanced	 5.6%	
Headquarters	of	leading	companies	 4.9%	
Being	a	beau=ful	and	safe	city	that	has	well-respected	leaders	drives	a	city’s	reputa=on	
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In	order		to	work	strategically	with	reputa=on,	des=na=ons	should:	
	
	
Monitor	success	on	an	ongoing	basis	
Understand	percep=ons	and	drivers	among	key	stakeholders	
Iden7fy	your	compe==ve	strengths	and	point	of	difference	
Define	a	relevant	Brand	&	Reputa=on	strategy	aligned	across	
relevant	func=ons/teams			
Align	ac=vi=es	with	your	strategy	and	stakeholder	expecta=ons	
Build	KPIs	to	ensure	accountability	
Reputation Management Best Practices	
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Execu=ve	Summary	
1.  Market	place	is	growing	and	so	is	trust	in	ci=es		
2.  Ci=es	are	branding	themselves	to	drive	support		
3.  Canadian	ci=es	are	doing	a	great	job			
4.  A	city	should	manage	its	brand	and	drive	its	reputa=on	as	
professionally	as	a	company	to	drive	stakeholder	support			
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Thank	you