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=== Integrated city branding strategy ===
=== Integrated city branding strategy ===


City branding<ref>[[City marketing]]</ref>{{Better source|reason=per WP:CIRCULAR|date=October 2015}} is understood by partners as a complete and human<ref>http://placebrandobserver.com/atlantic-city-branding-project/</ref> communication strategy.<ref>[https://www.localenterprise.ie/DublinCity/News/Press-Releases/Dublin-is-leading-the-way-in-integrated-city-branding-.html Dublin is leading the way in integrated city branding]</ref> The ATBRAND approach is innovative,<ref>http://www.fomentosansebastian.eus/donostiainn/en/news/984-international-experts-analyse-the-positioning-strategy-of-the-most-innovative-cities</ref> as it takes all communication dimensions<ref>http://www.regiao-sul.pt/noticia.php?refnoticia=150214</ref> on board.
City branding<ref>[[City marketing]]</ref>{{Better source|reason=per WP:CIRCULAR|date=October 2015}} is understood by partners as a complete and human<ref>http://placebrandobserver.com/atlantic-city-branding-project/</ref> communication strategy.<ref>[https://www.localenterprise.ie/DublinCity/News/Press-Releases/Dublin-is-leading-the-way-in-integrated-city-branding-.html Dublin is leading the way in integrated city branding]</ref> The ATBRAND approach is innovative,<ref>http://www.fomentosansebastian.eus/donostiainn/en/news/984-international-experts-analyse-the-positioning-strategy-of-the-most-innovative-cities</ref> as it takes all communication dimensions<ref>{{cite web |url=http://www.regiao-sul.pt/noticia.php?refnoticia=150214 |title=Archived copy |accessdate=2015-08-13 |deadurl=yes |archiveurl=https://web.archive.org/web/20150924085647/http://www.regiao-sul.pt/noticia.php?refnoticia=150214 |archivedate=24 September 2015 |df=dmy-all }}</ref> on board.
ATBRAND is not producing traditional logos<ref>http://gipuzkoadigital.com/citybrandingmarketing-organizada-por-fomento-san-sebastian/</ref> and slogans, as cities are not products.<ref>Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, Vol. 16, No. 8, pp. 520–531.</ref><ref>[http://www.creativedublinalliance.ie/assets/2012/09/Branding-Dublin-Roadmap.pdf A Roadmap for Branding Dublin]{{dead link|date=October 2016 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>
ATBRAND is not producing traditional logos<ref>http://gipuzkoadigital.com/citybrandingmarketing-organizada-por-fomento-san-sebastian/</ref> and slogans, as cities are not products.<ref>Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, Vol. 16, No. 8, pp. 520–531.</ref><ref>[http://www.creativedublinalliance.ie/assets/2012/09/Branding-Dublin-Roadmap.pdf A Roadmap for Branding Dublin]{{dead link|date=October 2016 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>
Cities have to communicate their brand narrative globally, including local stakeholders,<ref>[http://www.walesonline.co.uk/news/local-news/tell-whats-great-cardiff-7584690 Tell us what's so great about Cardiff – Wales Online]</ref> to reach a sustainable strategy: “the story is the unique branding mark that each city has drawn from history and experience".<ref>[https://bdaily.co.uk/creative/11-06-2014/liverpool-is-where-its-at-for-city-branding/ Liverpool is where it’s AT for city branding]</ref>
Cities have to communicate their brand narrative globally, including local stakeholders,<ref>[http://www.walesonline.co.uk/news/local-news/tell-whats-great-cardiff-7584690 Tell us what's so great about Cardiff – Wales Online]</ref> to reach a sustainable strategy: “the story is the unique branding mark that each city has drawn from history and experience".<ref>[https://bdaily.co.uk/creative/11-06-2014/liverpool-is-where-its-at-for-city-branding/ Liverpool is where it’s AT for city branding]</ref>

Revision as of 06:31, 14 September 2017

AT Brand is a European project co-financed by the European Regional Development Fund (ERDF), Interreg Atlantic Area IVB[1] supporting transnational co-operation projects in Atlantic regions. From 1 January 2014 through September 2015 the project focused on innovation and management in integrated city branding.

INTERREG Atlantic Area IVB programme

This programme[2] is the fourth transnational co-operation[3][better source needed] programme in the area. It aims to contribute to the territorial cohesion of the Atlantic Area. Regional Cooperation is carried out by common strategy actions and the exchange of know-how.

INTERREG Atlantic Area encloses,[4] 27 co-operation areas from five countries (United Kingdom, Ireland, France, Spain and Portugal). Since centuries ago[5] they share a strong cultural identity, history and heritage (including the Celtic dimension: Ireland, Scotland, Wales, Cornwall, Brittany, Asturias, and Galicia), as well as a similar geographical and maritime environment.

Purpose of the project

Partners

The project is led[6] by Dublin City Council. The five partners are the Faro, San Sebastián, the Agglomeration community of La Rochelle, Liverpool Vision, and the Conference of Atlantic Arc Cities.Other cities[7] and institutions[8] are also invited to share the project.

Integrated city branding strategy

City branding[9][better source needed] is understood by partners as a complete and human[10] communication strategy.[11] The ATBRAND approach is innovative,[12] as it takes all communication dimensions[13] on board. ATBRAND is not producing traditional logos[14] and slogans, as cities are not products.[15][16] Cities have to communicate their brand narrative globally, including local stakeholders,[17] to reach a sustainable strategy: “the story is the unique branding mark that each city has drawn from history and experience".[18]

Objectives

In accordance with the INTERREG[19] IVB ATLANTIC AREA priority[20] that supports transnational projects working together for sustainable urban and regional development,[21] the AT Brand strategic objective is to make cities and regions more influential and attractive through networking. "The project ATBRAND intends to explore the feasibility of a long-term strategy to co-brand the Atlantic area".[22] It capitalises on city networking, best practices in place branding and past initiatives, counting on citizens' opinions.[23] The aim is to make cities located in the Atlantic Arc more visible and attractive.[24]

The actions to reach these objectives include:[25]

  • a cross-learning programme[26] of progressive city-brand management
  • innovative pilot actions at local level with high potential for transferability
  • a web-based toolkit[27] for the Atlantic brand, highlighting core brand messaging
  • creating a draft roadmap for co-branding the Atlantic area

Activities

Workshops

Workshops are international meetings where cities come together to define their communication strategy. The first[28] was in Dublin,[29] so as to launch the project, in February 2014. The second[30] was in Liverpool,[31] so to reflect on city brand building: politics of city representation, in June 2014. The third[32] was held in La Rochelle,[33] working on the city brand governance:[34] shaping the collaboration model, in December 2014. The fourth[35] was in San Sebastian,[36] talking about the actions of communication in citybranding and marketing, in April 2015. The final workshop[37] will take place in Dublin in September 2015.

Pilot projects

Each participating city has its own pilot project. Dublin is working on a digital platform.[38] La Rochelle[39] and Faro are working on their Territorial Marketing Strategies.[40][41] San Sebastian[42] aims to position itself as a City of Innovation.[43] Cardiff seeks to be known[44] outside the city[45] by people living in the city.[46] Liverpool's pilot project is called It's Liverpool.[47]

References

  1. ^ Atlantic Area IV
  2. ^ INTERREG Atlantic Area IV programme[permanent dead link]
  3. ^ Structural Funds and Cohesion Fund
  4. ^ Atlantic Area Archived 28 December 2014 at the Wayback Machine
  5. ^ ATLANTIC AREA TRANSNATIONAL COOPERATION PROGRAMME 2014–2020
  6. ^ https://irl.eu-supply.com/app/rfq/publicpurchase_frameset.asp?PID=74434&B=&PS=1&PP=transactions.asp
  7. ^ https://internacional.gijon.es/noticias/show/25559-el-ayuntamiento-de-gijon-invitado-al-taller-city-brand-governance-shaping-the-collaboration-model
  8. ^ http://www.portlarochelle.com/IMG/pdf/enquete-port-plaisance.pdf
  9. ^ City marketing
  10. ^ http://placebrandobserver.com/atlantic-city-branding-project/
  11. ^ Dublin is leading the way in integrated city branding
  12. ^ http://www.fomentosansebastian.eus/donostiainn/en/news/984-international-experts-analyse-the-positioning-strategy-of-the-most-innovative-cities
  13. ^ "Archived copy". Archived from the original on 24 September 2015. Retrieved 13 August 2015. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)CS1 maint: archived copy as title (link)
  14. ^ http://gipuzkoadigital.com/citybrandingmarketing-organizada-por-fomento-san-sebastian/
  15. ^ Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, Vol. 16, No. 8, pp. 520–531.
  16. ^ A Roadmap for Branding Dublin[permanent dead link]
  17. ^ Tell us what's so great about Cardiff – Wales Online
  18. ^ Liverpool is where it’s AT for city branding
  19. ^ http://www.keep.eu/search/show/39496
  20. ^ http://atlanticarea.ccdr-n.pt/news/docs/projects-approved-4th-call
  21. ^ Atlantic Area Programme Priorities Archived 16 June 2015 at the Wayback Machine
  22. ^ The Atlantic Arc: New translations for an old identity (pp. 309 a 326)
  23. ^ http://www.agglo-larochelle.fr/-/enquete-en-ligne-aupres-des-acteurs-habitant-le-territoire-de-la-rochelle
  24. ^ http://www.cm-faro.pt/noticias/6456/faro-em-la-rochelle-franca-com-o-projeto-at-brand.aspx
  25. ^ AT Brand Project background
  26. ^ http://issuu.com/grupotaso/docs/finalprogramme_communicationactions
  27. ^ http://www.insidermedia.com/insider/national/116571-innovative-city-branding-conference-ifb/
  28. ^ "Archived copy". Archived from the original on 22 November 2015. Retrieved 2015-08-12. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)CS1 maint: archived copy as title (link)
  29. ^ http://emra.ie/dublin-city-at-the-forefront-of-eu-branding-initiative/
  30. ^ http://www.itsliverpool.com/commerce/leading-city-branding/
  31. ^ http://www.liverpoolvision.co.uk/wp-content/uploads/2014/03/ITT-AT-Brand-Pilot-Project-March-2014.pdf
  32. ^ http://www.coop-atlantico.com/news/city-brand-governance-shaping-the-collaboration
  33. ^ http://centraledesmarches.com/marches-publics/17-Charente-Maritime-Sylvie-LUX-Villeneuve-les-salines-17000-17-Elaboration-d-une-strategie-d-attractivite-et-de-marque-partagee-a-La-Rochelle/1027330
  34. ^ http://issuu.com/grupotaso/docs/programme_citybrandgovernance_laroc
  35. ^ http://www.fomentosansebastian.eus/donostiainn/en/news/984-international-experts-analyse-the-positioning-strategy-of-the-most-innovative-cities
  36. ^ http://www.fomentosansebastian.eus/donostiainn/en/programas-y-ayudas-en/at-brand
  37. ^ http://atlanticcities.eu/archives/5826?lang=en
  38. ^ http://www.dublincity.ie/dublin-city-council-has-taken-lead-exciting-%E2%82%AC1m-eu-city-branding-initiative
  39. ^ http://www.sudouest.fr/2015/01/17/clarifier-l-image-de-la-rochelle-une-bonne-notoriete-convivialite-discrete-presence-de-la-mer-1800320-757.php
  40. ^ http://www.umlr.fr/2015/06/10/demarche-marketing-territorial-engagee-a-la-rochelle/
  41. ^ http://portaldomunicipe.cm-faro.pt/menu/270/o-projeto-at-brand.aspx
  42. ^ http://www.w4t.eu/san-sebastian-seeks-to-position-itself-as-a-city-of-innovation-through-the-european-at-brand-project/
  43. ^ http://www.fomentosansebastian.eus/donostiainn/en/news/914-san-sebastian-seeks-to-position-itself-as-a-city-of-innovation-through-the-european-at-brand-project
  44. ^ http://cardiff.moderngov.co.uk/Data/Cabinet/20141211/Agenda/Cabinet%20response%20to%20the%20Economy%20&%20Culture%20Scrutiny%20Committee%20report%20entitled%20Higher%20Education%20Innovation%20in%20Cardiff%20(89k).pdf
  45. ^ https://cardiffleadersblog.wordpress.com/2014/12/12/cardiff-central-station-results-of-public-consultation/
  46. ^ http://www.walesonline.co.uk/all-about/cardiff-unscripted
  47. ^ http://www.itsliverpool.com/
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