1 / 34

Boost your City Brand

Boost your City Brand. How to positively influence the image of a city through events in the public space. Geraldine Knudson City Manager, Ville de Luxembourg 02. September 2011. The City. Luxembourg, an unusual c ity. 94.000 inhabitants 65% foreigners 159 nations

rona
Télécharger la présentation

Boost your City Brand

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Boost your City Brand How to positively influence the image of a city through events in the public space Geraldine Knudson City Manager, Ville de Luxembourg 02. September 2011

  2. The City

  3. Luxembourg, an unusualcity • 94.000 inhabitants • 65% foreigners • 159 nations • 100.000 daily commuters

  4. Population Year Total Luxembourgish Non Luxembourgish 1970 76.159 74.58% 25.42% 1990 75.902 57.43% 42.57%* 2009 91.105 35.08% 64.92% 2010 94.000 35.00% 65.00% * Sept. 1994: 50/50

  5. Employment

  6. Economy Industry Services Luxembourg is the key driver of economic growth in the Greater Region “Talents” (a skilled workforce) are needed to sustain economic development

  7. Conferences - Strengths

  8. Conferences - Facilities Quelle:CIMA *: ohne Kapazitäten der Hochschule

  9. The Brand

  10. Why brand a city? Competition amongst cities Guarantee sustainable economic growth through clear and positive positioning • Regionally and internationally Key target groups: Talents, visitors, investors

  11. How did / does the brand develop • SWOT analysis / Image screening of the City • Think Tanks with +/- 120 participants • General orientation manifest (Leitbild) • Brand vision, slogan, new visual identity • Adaptation of “product” (communication, events, public space, commerce, ...)

  12. Luxembourg City - the identity Small but cosmopolitan • European capital, center for national, EU decisions • Economic driver of the greater region • Diversified offer (culture, events, shopping, leisure, food, children) • Multicultural population, open, tolerant and welcoming atmosphere

  13. Luxembourg City - the identity Quality of life • Small, safe, green, clean • Proximity (nature, leisure, work, home – but also in terms of decision making) • Traditions are being respected • Most appreciated by families with (smaller) children • In short: A European capital with human dimensions

  14. Luxembourg City – the brand “Multiplicity” • Not just a slogan – but the essence of the city’s identity • High emotional recognition • Applicable to all communication of the city

  15. Brand essence Multicultural, dynamic natural and close to its people, Luxembourg city is a model of a capital with human dimensions of which many can dream if just for a few days, or to build their lives

  16. www.vdl.lu

  17. www.vdl.lu

  18. www.vdl.lu

  19. The Events

  20. Events and Image • All events organised within the city should reflect the city’s image and identity in their content as well as through their professional and efficient organisation • Several hundred events per year • Investment VDL: +/- 6 mio. EUR including personnel cost, logistics, etc.

  21. Event – objectives • Events directly influencing the brand image (diversity, creativity, innovation, openness, tolerance, ...) - national and international level • Design City • Colophon (“we love magazines”) • Discovery Zone International Film Festival

  22. Event – objectives 2. Traditional events – celebrating the strong roots of the Luxembourgish community (national / regional) • Buergbrennen • Emaischen (easter market) • Octave (pilgrimage) • National Holiday • Schueberfouer • X-mas market

  23. Event – objectives 3. Events fostering community building and integration – improving image (national/regional) • Open air music festivals (Rock um Knuedler, Blues & Jazz) • Sports events (Marathon, City Jogging, Urban Trail, Tour de Luxembourg, Gala Tour de France, WTA Tennis tournament) • Open air cinema, public viewing • “Rencontre des Nations” multicultural football match, Duckrace, Kanner in the City, Kannerparade • Neighbours day

  24. Event – objectives • Events re-gaining public space (local) • “Kinnekswiss” (sports and leisure animation in the city park)

  25. Event – objectives • Touristic events (local) • Summer in the City • Concerts on Place d’Armes • StreetArtAnimation • Samedi en couleur • Changement de Garde • ...

  26. Align Events with City Image Status quo: • Many events are “historically grown” • Decisionmaking with unclear objectives • No clear idea of impact on image and environment

  27. Align Events with City Image Goal: Each event - has a clear objective • Defined target group • Clear and concise messages • is professionally organized and marketet and • it’s impact (also on the city image) is measured

  28. Align Events with City Image Overall event strategy Planning / coordination Organisation Marketing and communication Measuring ROI

  29. Challenge ahead • Improving existing events to match the image of the city • Declining events without a clear objective • Adding new events which enhance image

  30. The way forward Coordination • Several hundred events in the public space each year • Working Group “Events” • Creation of an events charter

  31. The way forward Communication • Information to a multicultural population (local, regional, international) • Reducing negative impact of an event through information and transparency (i.e. mobility)

  32. The way forward Organisation • Enhancing safety and security • Reducing disturbance through noise, waste and improper behaviour • Waste management (deposit and re-usable cups)

  33. The way forward Content • According to image and key target groups • Familiy oriented – no binge parties • Focus on live music as opposed to techno • Quality of interventions, overall esthetics

More Related