City branding

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    16-Aug-2015
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Transcript of City branding

  1. 1. : Marketing : : HAPPY FEW [ | | | | ] PROJECT 03: City Branding [Examples from all over the world]
  2. 2. 01_New York THE CITY
  3. 3. New York City 191 neighborhoods 1 million buildings 9 million citizens 138 different languages => Infinite mix of cultures, ideologies, way of life New York city branding Many confusing identities -> singular and strong voice: The one and only New York City | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  4. 4. New York Visitor Center * Formal city guide supported by Mayor Bloomberg * Developed by NYCs official marketing, tourism and partnership organization. * Modern design site, fully interactive * Info in 10 languges * New York: Top tourist destination in the world | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  5. 5. 5 Green NewYork City: A public education program dedicated: to educating, engaging, and mobilizing New Yorkers to take simple, but meaningful, steps to reduce their energy use, generate less waste. => More Sustainable City Million Trees New York City: Street tree planning program -> turn to green the streets in NY More livable city Improve environment (green city) Enhance public health => More sustainable city | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  6. 6. Smart City: 24/7 Platform: Interactive platform, sharing government programs, local business & citizens info. Largest CityWifi Network (Provided by Cisco) HudsonYards Project (http://www.hudsonyardsnewyork.com) =>The largest development city project. Purpose: digitally track environmental and lifestyle factors (traffic, energy consumption, air quality) and will include a trash-disposal system to remove waste via underground pneumatic tubes. 6 | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  7. 7. NewYork - Creative City Arts & Culture is one of the major jobs engine Cultural development has exploded in neighborhoods outside of Manhattan City programs offering large spaces for collaboration to artists and entrepeneurs. Gentrifications in areas of the city (Lower East Side) NewYork government:The largest public funder of the Arts =>They have realised the importance of creative economy. 7 | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  8. 8. t 02_San Fransisco INNOVATIVE CITY
  9. 9. A city of Innovations Known for its citywide ethos of innovation for 30 years or more in particular thanks to the internet and software companies in residence at Silicon Valley. In recent years, this productive ecosystem has sliced the citys jobless rate in half; from 10.1 percent in 2010 to less than five percent at the beginning of this year. With a number of infrastructural improvements still to come among the most impressive of which is the Transbay Transit Centre San Franciscos prospects look to rise even higher in the future. | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  10. 10. Worldwide Smart Cities Increase by 2025 | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  11. 11. Smart-city projects San Francisco is a global leader in smart-city projects, with one of its claims to fame being that it provides its residents with a large number of free WiFi hotspots. In fact on Market Street, a main road downtown, theres actually three whole miles of free WiFi. But where the city really excels is in green and sustainability initiatives. It is a leader in recycling, mandating that its residents separate their garbage into three categories: recycling, compost, and landfill waste. They also encourage their citizens to participate in energy conservation by providing them with mobile and web access to precise, near real-time energy use data and advice on how they can save. The city also provides more than 100 charging stations in various locations to promote the use of hybrid and electric cars and reduce automobile-related pollution and greenhouse gas emissions. | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  12. 12. Entrepreneurship-in-Residence Program San Francisco is home to the worlds greatest entrepreneurs, the ones who have disrupted numerous industries, and we are bringing those same disruptive technologies to improve delivery of City services for our residents. The Entrepreneurship-in-Residence program brings together government and startups to explore ways we can use technology to make government more accountable, efficient and responsive. A voluntary, sixteen-week collaboration to bring together the private sector and City departments to explore innovative solutions to civic challenges that can lower costs, increase revenue, and enhance productivity. | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  13. 13. A course to being truly "smart" 1. Put people first Rather than top-down, technologically driven, automated cities (what the guide calls Smart Cities 1.0), Smart Cities need bottom- up, citizen-led approaches that put peoples experience in an urban environment, not technology, at the center. Smart City 2.0, people-first strategies include: connecting government departments through digital strategies that bridge existing city silos and chart a source for technology integration; engaging citizens by soliciting feedback through decision-making apps as well as offline tools about their needs; prioritizing data privacy to build trust among the citizenry. 2. Create an innovation-rich culture The most consistent process for innovations starts in scalable, manageable, high-leverage bite-sizes. Cities should encourage a sustainability marketplace that seeks out these innovation sweet spots. Two key innovation strategies include: mastering the art of innovation and rapid adoption of new technology and data tools through hiring chief innovation officers, sponsoring hackathons and embracing the principle of fail fast during testing; reinventing innovation-friendly procurement systems that are nimble and allows for real-world experiments. | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  14. 14. 03_Mexico city FROM CRISIS TO RENAISSANCE
  15. 15. On the edge of collapse Expanded Criminality (drugs, robbery, killing , rapes )The ex mayor was victim e of organized crime. Poverty: workers salary is reduced every single time, instead of going up. The minimum wage average in Mexico City is around $4 per day. Slums :people start to build in squatters settlements known as colonials proletarians, because of the system of how the Mexican government works. Unemployment :most of the manufacturers that hire many people to work for them are moving to the borders with USA, because it is cheaper to maintain factories there and to export to foreign countries. | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  16. 16. Indicators of criminality-bad image for city | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  17. 17. Mexico President has called in Simon Anholt, a British expert on country barding. He conclude that Mexico had in some cases badly flawed reputation. According to expert, the country could demonstrate international leadership by offering solutions to other problems , such as climate Mega project : he Santa Fe was an enormous luxury project , where people will be able to live and shop or been entertained. The Santa Fe project forced people who have been living in Santa Fe area for years to find another squatter settlement. They built a Fashion Square Mall, with high architectural development , giving an amazing look for all the people who visited. | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  18. 18. variety of strategies Fix the meaning of Mexico City: promote the city as a global actor , a business and cultural powerhouse. They improved among other things through the marketing the museum and cultural life. The local governments branding strategies have also shifted from local to global : referredto Mexico City as La Ciudad de la Esperanza (City of Hope), a phrase that catered mostly to the longings of its inhabitantshave hope, the chaos will end soon. Touristic branding : The slogan Ciudad en Movimiento, in which the city is branded as an exciting place to make business and have fun. It showed Mexico City as a exciting place. | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  19. 19. 04_Rio de Janeiro A SUSTAINABLE CITY
  20. 20. Known for Its beautiful natural landscapes Christ the Redeemer statue Copacabana beach Its annual Carnival | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  21. 21. By the 1970's 13% of the city's population lived in slums, and the number kept rising until reaching 22% of the population now. Rio de Janeiros favelas are the most famous slums in the world. But also for Its slums Its traffic In 2009 Rio was facing the prospect of following the same path than Sao Paulo: the average speed was reaching 33 kilometers/hour. A strategic plan was drawn of improving public transport and encouraging the use of bikes for short trips and connections. | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  22. 22. Major events in the city 2014: host city of the 2014 FIFA World Cup 2015: celebration of its 450th anniversary 2016: Summer Olympic Games the city is following up with concrete actions to begin transforming its image into one of a global leader in sustainable mobility | Marketing * : | : HAPPY FEW | Project: CITY BRANDING
  23. 23. Sustainable-city projects Low Carbon City Development Program (LCCDP) 01_ A BRT (bus rapid transit) Network 02_ A Cable Car System for Once-Isolated Communities 03_ Creating a World-Class Cycling Network Each bus on the two corridors already in placeTransOeste (56 km