City branding

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ΠΜΣ Πολιτιστική Διαχείριση Μάθημα: Πολιτιστικό Marketing και επικοινωνία Διδάσκουσα: Μπέτυ Τσακαρέστου Ομάδα εργασίας: HAPPY FEW [Αλιμπέρτη Μαρία | Δημάκη Μαριάντζελα | Κώνστας Ευάγγελος | Νταλαμπίρας Διαμαντής | Παπαγρηγορίου Έλλη] PROJECT 03: City Branding [Examples from all over the world]

Transcript of City branding

ΠΜΣ Πολιτιστική ΔιαχείρισηΜάθημα: Πολιτιστικό Marketing και επικοινωνία

Διδάσκουσα: Μπέτυ Τσακαρέστου

Ομάδα εργασίας: HAPPY FEW[Αλιμπέρτη Μαρία | Δημάκη Μαριάντζελα | Κώνστας Ευάγγελος | Νταλαμπίρας Διαμαντής | Παπαγρηγορίου Έλλη]

PROJECT 03: City Branding[Examples from all over the world]

01_New YorkTHE CITY

New York City

191 neighborhoods1 million buildings9 million citizens138 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

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

New York Visitor Center

* Formal city guide supported by Mayor Bloomberg* Developed by NYC’s official marketing, tourism and partnership organization. * Modern design site, fully interactive* Info in 10 languges* New York: Top tourist destination in the world

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

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Green New York 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 cityImprove environment (green city)Enhance public health => More sustainable city

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

Smart City:

24/7 Platform: Interactive platform, sharing government programs, local business & citizens info. Largest City Wifi Network (Provided by Cisco)Hudson Yards 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.

6ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

New York - 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)New York government: The largest public funder of the Arts => They have realised the importance of creative economy.

7ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

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02_San FransiscoINNOVATIVE CITY

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 city’s 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 Francisco’s prospects look to rise even higher in the future.

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

Worldwide Smart Cities Increase by 2025

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

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, there’s 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.

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

Entrepreneurship-in-Residence Program San Francisco is home to the world’s 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.

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

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 people’s 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.

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

03_Mexico cityFROM CRISIS TO RENAISSANCE

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.

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

• Indicators of criminality-bad image for city

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

• 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 : Τhe 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.

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

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 government’s branding strategies have also shifted  from local to global :  referred to Mexico City as La Ciudad de la Esperanza (City of Hope), a phrase that catered mostly to the longings of its inhabitants–have 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.

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

04_Rio de JaneiroA SUSTAINABLE CITY

Known for

• Its beautiful natural landscapes

• Christ the Redeemer statue

• Copacabana beach

• Its annual Carnival

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

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 Janeiro’s favelas are the most “famous” slums in the world.

But also for

• Its slums

• Its trafficIn 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.

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

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

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

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 place—TransOeste (56 km) and TransCarioca (39 km)—replaces 126 cars resulting in a 38% reduction in carbon dioxide emissions on those corridors

Today, these communities are more connected and accessible to the city center. Each resident is entitled to a free roundtrip pass per day. The network spans 3.2 kilometers, with 152 cable cars

Initiative to develop 300 km of cycling infrastructure by 2016Between 2009 and 2012, the city created 152 km of new cycling pathways along the beachfront

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

04_ Morar Carioca Project

Urban revitalization strategy - Revitalization projects throughout the city with the aim of formalizing all of the city’s favelas by 2020.

This programme will ultimately impact the population currently living in informal settlements, and will have a direct impact on the environment, health and welfare of more than 200,000 Rio residents. The aim is to keep people within their own communities, only relocating those currently occupying areas under high risk of landslides.

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

05_MontréalA CULTURAL METAPOLIS

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

City branding lessons from Montreal

* Can cities build a truly global brand? Should this be even be their goal?

* Not every city is New York, London, or Paris.

* Operate within your own ‘ecosystem’.

* Find you own niche.

[i.e.: Montreal’ s market = French speaking cultural communities worldwide]

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

What & How?• Tourisme Montréal new brand image

• Montréal’s identity creative, energetic, dynamic city

• Contemporary Montréal magnet for world-class talent, ground for new happenings, incubator for innovative ideas

• feedback from visitors, locals, partners, clients and employees on their perceptions of the destination and the brand image.

• focus groups, surveys and comments from a diverse range of sources

• #MTLmoments social media campaign locals and visitors to share their personal experiences in the city on Instagram, Twitter and Facebook

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

Research: Goal and results

• Goal: in-depth understanding of how both Montrealers and tourists view the destination and how best to represent it.

• Result : vibrant and modern city, warm and creative, known for its eclectic and irreverent personality

• new logo all “highlight moments” of the year

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

* building boom new cultural buildings in the city core & emphasis on the links between them

* a series of strategic- planning

* partnerships between government and corporate entities

* culture near the top of the civic agenda.

It’ s not just branding! Montreal as cultural Metropolis!

ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

“It’s not an expense any more, it’s an investment.”

• 10- year plan: cultural activity major part of Montreal’s brand “Montréal, métropole culturelle”

• Aim: to repurpose heritage buildings that been underused or empty

• 2005 program “Placements cultures” private donations to arts groups would be doubled or tripled by the state