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Showing posts with label City Marketing. Show all posts
Showing posts with label City Marketing. Show all posts
Saturday, January 26, 2008
Monday, July 30, 2007
Joburg !!!! MEGA BRANDING
Rebranding a City by INTERBRAND
Business Issue Interbrand was selected to re-define the City of Johannesburg as a brand in late 2001. This was the result of a recognition by the Mayoral committee that protecting and enhancing the City’s brand status will play a major role in its future among its citizens and the world at large.
Brand Response An extensive brand audit was conducted to determine how the City presented itself and to better understand the perceptions of both citizen and visitor.
The strategic work paved the way for a naming and creative brief. All avenues and possibilities were explored for the name, including abstract and African names, and consideration was given to leaving it completely unchanged.
The new wordmark hopes to convey the creativity determination, dynamism and zest of the city. The City’s heritage in gold is seen in the golden dot below the exclamation mark.
Business ResultThe official name of the City remains “The City of Johannesburg Metropolitan Municipality,” while the new Joburg identity will become its consistent public face. The new identity rolled out to great celebration throughout Joburg in an effort to attract attention from both locals and visitors.
Services:
- Corporate Design
- Integrated Marketing
- Internal Brand Alignment
- Naming & Verbal Identity
Industry:
- Government
- Non-Profit & Organizations
Business Issue Interbrand was selected to re-define the City of Johannesburg as a brand in late 2001. This was the result of a recognition by the Mayoral committee that protecting and enhancing the City’s brand status will play a major role in its future among its citizens and the world at large.
Brand Response An extensive brand audit was conducted to determine how the City presented itself and to better understand the perceptions of both citizen and visitor.
The strategic work paved the way for a naming and creative brief. All avenues and possibilities were explored for the name, including abstract and African names, and consideration was given to leaving it completely unchanged.
The new wordmark hopes to convey the creativity determination, dynamism and zest of the city. The City’s heritage in gold is seen in the golden dot below the exclamation mark.
Business ResultThe official name of the City remains “The City of Johannesburg Metropolitan Municipality,” while the new Joburg identity will become its consistent public face. The new identity rolled out to great celebration throughout Joburg in an effort to attract attention from both locals and visitors.
Services:
- Corporate Design
- Integrated Marketing
- Internal Brand Alignment
- Naming & Verbal Identity
Industry:
- Government
- Non-Profit & Organizations
The success of Edinburgh
Plans for developing a new brand for Edinburgh took the next, important step forward as the Edinburgh City Region Brand Project team announced the appointment of Interbrand as brand consultants.
The contract to develop the brand for Scotland's capital city was advertised in the Official Journal of the European Union and attracted interest from more than 70 companies. 26 tenders were received and six companies were invited for interview after a rigorous selection process.
The Interbrand team was judged to be the best in both quality and price and have extensive international experience of both location and blue chip company branding. Recent work includes developing brands for London and Estonia.
Selection of the consultants was carried out on Tuesday 25 and Wednesday 26 May. The selection panel comprised the Brand Project Manager and senior representatives from Scottish Enterprise Edinburgh and Lothian, Edinburgh and Lothians Tourist Board and the City of Edinburgh Council.
Geoff Ball, joint chair of the Brand Steering Group and Chair of CALA Group Ltd, said: “We are delighted that Interbrand are now on board. Their expertise in brand development for international locations and companies will be vital to the success of the project. They will be engaging in the widest possible discussion with city stakeholders to ensure that the brand works on behalf of all sectors that have an interest in a successful and prosperous Edinburgh.”
The City of Edinburgh Council Leader and joint chair of the Brand Steering Group, Donald Anderson, said: “Edinburgh has an enviable reputation as a vibrant, world class city, but we cannot rest on our laurels. Appointing Interbrand is a significant move toward developing a brand that represents every aspect of this diverse city and builds upon Edinburgh's success. Cities like Barcelona, Hong Kong and Sydney are already reaping the benefits of successful marketing initiatives and that is what we must compete against.”
Rita Clifton, Chairman of Interbrand, said: “We are delighted to be working with the Edinburgh team to help promote Edinburgh effectively as a world class city. There are so many positive things going for the city, and we will be consulting extensively with the different audiences to make sure that we reflect the key strengths in the right way”
The brand consultants have been employed to develop and deliver a programme of research amongst a wide range of city region stakeholders over the next three to four months.
They will:
carry out and analyse market research
develop a set of brand values
recommend guidelines for implementing the branding strategy
develop a monitoring and evaluation framework.
The project results will be ready by spring 2005. A family of brands, providing a consistent marketing image for the city will be developed. It will be aimed at boosting employment, investment and increasing tourism revenue.
Building on the city's reputation for education, heritage, culture and business, the new brand will ensure Edinburgh is well placed to compete with other successful cities such as Prague, Barcelona and Copenhagen.
The brand will also promote Edinburgh as:
an ideal location for companies to grow and prosper
a place which attracts a talented and skilled workforce to meet the needs of its key sectors
an area with a high quality of life for its residents
a vibrant, high quality tourist destination
a confident and contemporary city with a remarkable history and architectural heritage
As part of its ?24.7 million allocation from the Scottish Executive's Cities Growth Fund, Edinburgh was awarded ?800,000 to develop and implement a city brand.
Notes to editors
The Edinburgh City Region Brand Project is a public/private partnership. The group consists of senior representatives of the major sectors of the Edinburgh economy, including local business, finance, higher education, local government, festivals, tourism, voluntary, bio-technology, information technology, retail, creative industries, local enterprise and other professional sectors. The public sector partners are the City of Edinburgh Council, Edinburgh and Lothians Tourist Board and Scottish Enterprise Edinburgh and Lothian.
The city brand is a key component of the Strategy and Action Plans of both the Local Economic Forum for Edinburgh and the Lothians and the Edinburgh Tourism Action Group.
Interbrand is the leading international brand consultancy, with 40 offices around the world. Its people come from many different skill backgrounds, including research and strategic consultancy, multi-media and design, and marketing and communications. They pioneered the discipline of brand valuation, and they are leading publishers of all aspects of branding whether product, service, corporate or not for profit brands. Their clients include BMW, Oxfam, Procter & Gamble, John Lewis and Standard Life.
Media Contacts
The City of Edinburgh Council, Catriona McKenna, Media Officer
Tel: 0131 529 4430 E-mail: catriona.mckenna@edinburgh.gov.uk
Interbrand, Jane Kennedy, PR Manager
Tel: 0207 554 1113 E-mail: jane.kennedy@interbrand.com
The contract to develop the brand for Scotland's capital city was advertised in the Official Journal of the European Union and attracted interest from more than 70 companies. 26 tenders were received and six companies were invited for interview after a rigorous selection process.
The Interbrand team was judged to be the best in both quality and price and have extensive international experience of both location and blue chip company branding. Recent work includes developing brands for London and Estonia.
Selection of the consultants was carried out on Tuesday 25 and Wednesday 26 May. The selection panel comprised the Brand Project Manager and senior representatives from Scottish Enterprise Edinburgh and Lothian, Edinburgh and Lothians Tourist Board and the City of Edinburgh Council.
Geoff Ball, joint chair of the Brand Steering Group and Chair of CALA Group Ltd, said: “We are delighted that Interbrand are now on board. Their expertise in brand development for international locations and companies will be vital to the success of the project. They will be engaging in the widest possible discussion with city stakeholders to ensure that the brand works on behalf of all sectors that have an interest in a successful and prosperous Edinburgh.”
The City of Edinburgh Council Leader and joint chair of the Brand Steering Group, Donald Anderson, said: “Edinburgh has an enviable reputation as a vibrant, world class city, but we cannot rest on our laurels. Appointing Interbrand is a significant move toward developing a brand that represents every aspect of this diverse city and builds upon Edinburgh's success. Cities like Barcelona, Hong Kong and Sydney are already reaping the benefits of successful marketing initiatives and that is what we must compete against.”
Rita Clifton, Chairman of Interbrand, said: “We are delighted to be working with the Edinburgh team to help promote Edinburgh effectively as a world class city. There are so many positive things going for the city, and we will be consulting extensively with the different audiences to make sure that we reflect the key strengths in the right way”
The brand consultants have been employed to develop and deliver a programme of research amongst a wide range of city region stakeholders over the next three to four months.
They will:
carry out and analyse market research
develop a set of brand values
recommend guidelines for implementing the branding strategy
develop a monitoring and evaluation framework.
The project results will be ready by spring 2005. A family of brands, providing a consistent marketing image for the city will be developed. It will be aimed at boosting employment, investment and increasing tourism revenue.
Building on the city's reputation for education, heritage, culture and business, the new brand will ensure Edinburgh is well placed to compete with other successful cities such as Prague, Barcelona and Copenhagen.
The brand will also promote Edinburgh as:
an ideal location for companies to grow and prosper
a place which attracts a talented and skilled workforce to meet the needs of its key sectors
an area with a high quality of life for its residents
a vibrant, high quality tourist destination
a confident and contemporary city with a remarkable history and architectural heritage
As part of its ?24.7 million allocation from the Scottish Executive's Cities Growth Fund, Edinburgh was awarded ?800,000 to develop and implement a city brand.
Notes to editors
The Edinburgh City Region Brand Project is a public/private partnership. The group consists of senior representatives of the major sectors of the Edinburgh economy, including local business, finance, higher education, local government, festivals, tourism, voluntary, bio-technology, information technology, retail, creative industries, local enterprise and other professional sectors. The public sector partners are the City of Edinburgh Council, Edinburgh and Lothians Tourist Board and Scottish Enterprise Edinburgh and Lothian.
The city brand is a key component of the Strategy and Action Plans of both the Local Economic Forum for Edinburgh and the Lothians and the Edinburgh Tourism Action Group.
Interbrand is the leading international brand consultancy, with 40 offices around the world. Its people come from many different skill backgrounds, including research and strategic consultancy, multi-media and design, and marketing and communications. They pioneered the discipline of brand valuation, and they are leading publishers of all aspects of branding whether product, service, corporate or not for profit brands. Their clients include BMW, Oxfam, Procter & Gamble, John Lewis and Standard Life.
Media Contacts
The City of Edinburgh Council, Catriona McKenna, Media Officer
Tel: 0131 529 4430 E-mail: catriona.mckenna@edinburgh.gov.uk
Interbrand, Jane Kennedy, PR Manager
Tel: 0207 554 1113 E-mail: jane.kennedy@interbrand.com
Glasgow City Marketing Bureau
Following the reorganisation of Scotland’s tourism industry on April 1 and subsequent creation of 14 VisitScotland network offices, Greater Glasgow & Clyde Valley Tourist Board has been dissolved and there are now major changes on how the city will be promoted both at home and overseas.
The new Glasgow City Marketing Bureau - headed by Scott Taylor as Chief Executive - will undertake a raft of separate but complementary responsibilities to that of the new VisitScotland - Glasgow network office, which will lead on tourist information services and leisure tourism.
Funded by Glasgow City Council with contributions from the private sector, the not-for-profit company has 27 staff engaged in national and international activity comprising:
· Conventions, incentives, events, meetings and exhibition sales
· Conference and event accommodation bookings
· Development and implementation of the city branding campaign: Glasgow: Scotland with style
· Public Relations
· Development and optimisation of the website: www.seeglasgow.com
Councillor Alex Mosson has been appointed Chairman of the new organisation and is joined on the Board by Councillor Charles Gordon, the Leader of Glasgow City Council.
The private sector is represented by leading Glasgow restaurateur Alan Tomkins and Dominic McVey, General Manager of the Glasgow Moat House. VisitScotland will also be represented on the Board by Lesley Craig – Area Director of the VisitScotland Glasgow office – who will attend meetings as an observer.
Glasgow City Marketing Bureau Chief Executive, Scott Taylor, commented:
“These are tremendously exciting times for Glasgow with major new infrastructure developments providing the city with the materials to attract additional tourism and inward investment.
“Glasgow City Marketing Bureau will ensure that these are communicated nationally and internationally and will work with Glasgow City Council, VisitScotland, VisitBritain and the private sector to deliver a planned and coordinated approach.”
Both Glasgow City Marketing Bureau and the VisitScotland Glasgow network office will operate from 11 George Square.
Further information from:
Moira Dyer, Senior Manager – Public Relations
Glasgow City Marketing Bureau
11 George Square
Glasgow
Tel: +44 (0) 141 566 0831
e-mail: moira.dyer@seeglasgow.com
The new Glasgow City Marketing Bureau - headed by Scott Taylor as Chief Executive - will undertake a raft of separate but complementary responsibilities to that of the new VisitScotland - Glasgow network office, which will lead on tourist information services and leisure tourism.
Funded by Glasgow City Council with contributions from the private sector, the not-for-profit company has 27 staff engaged in national and international activity comprising:
· Conventions, incentives, events, meetings and exhibition sales
· Conference and event accommodation bookings
· Development and implementation of the city branding campaign: Glasgow: Scotland with style
· Public Relations
· Development and optimisation of the website: www.seeglasgow.com
Councillor Alex Mosson has been appointed Chairman of the new organisation and is joined on the Board by Councillor Charles Gordon, the Leader of Glasgow City Council.
The private sector is represented by leading Glasgow restaurateur Alan Tomkins and Dominic McVey, General Manager of the Glasgow Moat House. VisitScotland will also be represented on the Board by Lesley Craig – Area Director of the VisitScotland Glasgow office – who will attend meetings as an observer.
Glasgow City Marketing Bureau Chief Executive, Scott Taylor, commented:
“These are tremendously exciting times for Glasgow with major new infrastructure developments providing the city with the materials to attract additional tourism and inward investment.
“Glasgow City Marketing Bureau will ensure that these are communicated nationally and internationally and will work with Glasgow City Council, VisitScotland, VisitBritain and the private sector to deliver a planned and coordinated approach.”
Both Glasgow City Marketing Bureau and the VisitScotland Glasgow network office will operate from 11 George Square.
Further information from:
Moira Dyer, Senior Manager – Public Relations
Glasgow City Marketing Bureau
11 George Square
Glasgow
Tel: +44 (0) 141 566 0831
e-mail: moira.dyer@seeglasgow.com
Πώς μπορείς να κάνεις μια πόλη να δείχνει πιο σέξι;
(Άρθρο της Μαργαρίτας Πουρνάρα απο τον ενημερωτικό κόμβο της "Καθημερινής" & σε έντυπη μόρφη σελ.20, την Παρασκευή 27 Ιουλίου 2007)
Ιδού το ερώτημα που βασανίζει τον τελευταίο καιρό τον σοσιαλδημοκράτη δήμαρχο του Βερολίνου, Κλάους Βόβεραϊτ, που θα ήθελε να ανανεώσει την εικόνα της γερμανικής πρωτεύουσας στα μάτια των τουριστών και των ντόπιων. Το City marketing είναι μια πολύ σοβαρή υπόθεση που δεν πρέπει σε καμιά περίπτωση να αφήνεται στην τύχη, σε αντίθεση με εμάς τους Αθηναίους που δεν μας αφορά καθόλου. Λογικά οι Γερμανοί δεν θα έπρεπε να έχουν παράπονα: το Βερολίνο είναι σύμβολο της Ενωμένης Ευρώπης, πόλος έλξης για τους καλλιτέχνες, μοντέλο για τη συνύπαρξη νέας και παραδοσιακής αρχιτεκτονικής, μια φιλόξενη κυψέλη για ανήσυχες και μποέμ ψυχές. Αυτό όμως δεν αρκεί.
Ο Βόβεραϊτ, έχοντας εξασφαλίσει παχυλή οικονομική υποστήριξη από τη Γερουσία, έχει βάλει μπροστά μια καμπάνια που λέγεται «Η πόλη της Αλλαγής» (καμιά σχέση με τα πολιτικά συνθήματα της ελληνικής πολιτικής σκηνής τη δεκεατία του 1980). Στόχος του είναι να ξαναβρεί η πρωτεύουσα τη λάμψη που είχε τη δεκαετία του 1920. Ναι, το Βερολίνο διαθέτει υπέροχα μουσεία, θέατρα και κλαμπ μαζί με 400 γκαλερί. Εκπέμπει όμως την αίσθηση της ευζωίας, την ακτινοβολία εκείνη που κάνει τους επισκέπτες της να υποκλίνονται αμέσως στο μεγαλείο της; Σε αντίθεση με το Παρίσι ή το Λονδίνο, η πόλη δεν έχει καθόλου πλούσιους κατοίκους, γράφει το περιοδικό Economist.
Μια βόλτα στους άδειους δρόμους, μια ματιά στους περαστικούς και κάποιος ξένος αντιλαμβάνεται γρήγορα ότι ο κόσμος που ζει εκεί δεν έχει ευμάρεια. Ενας στους δύο Βερολινέζους τα βγάζει πέρα με τη σύνταξη ή με επιδόματα ανεργίας. Ακόμα και αυτοί που έχουν εργασία δεν κερδίζουν τόσα πολλά για να τα ξοδεύουν αφειδώς. Oι εύποροι Γερμανοί ζουν κυρίως στο Αμβούργο ή το Μόναχο. Ακόμα και η ίδια η πόλη έχει μεγάλα χρέη.
Ο πολυτάραχος βίος του Βερολίνου διδάσκει την τέχνη της επιβίωσης. Από τις χρυσές ημέρες όπου παλλόταν από τον πλούτο και που τα καμπαρέ του ήταν γεμάτα πέρασε στη σκληρή περίοδο των βομβαρδισμών, της ταπείνωσης και της διχοτόμησης. Από την ξέφρενη βιομηχανική ανάπτυξη των αρχών του 20ού αιώνα στην οικονομική αποδυνάμωσή του. Τον Νοέμβριο του 1989 τα βλέμματα της παγκόσμιας κοινής γνώμης στράφηκαν στην επανενωμένη του καρδιά: Γερμανοί αγκάλιαζαν Γερμανούς. Επιτέλους.
Σήμερα είναι ο τρίτος δημοφιλέστερος ταξιδιωτικός προορισμός στην Ευρώπη με το δικό του ξεχωριστό στίγμα. Ομως ο Βόβεραϊτ, παραδειγματιζόμενος από τη μεταμόρφωση της Νέας Υόρκης το 1970, ετοιμάζεται να αλλάξει το πρόσωπο της πόλης. Ο βασικός άξονας ανάπτυξης είναι ο οικονομικός. Οταν θα αρχίσει να ρέει περισσότερο χρήμα, τότε θα διορθωθούν πολλά. Θα στεριώσει για τα καλά η αυτοπεποίθηση και θα έρθουν ακόμα περισσότεροι τουρίστες. Ηδη μέχρι το 2011 θα έχει ολοκληρωθεί η επέκταση του αεροδρομίου και θα έχουν προστεθεί περισσότεροι επενδυτές όχι μόνο στον τομέα των ακινήτων αλλά και της βιομηχανίας.
Μπορεί το χρήμα να διώξει τις σκιές του Βερολίνου; Ισως όχι. Αλλωστε αυτές είναι που κάνουν την πόλη τόσο γοητευτική. Η αίσθηση της ιστορίας που βαραίνει στις πλάτες του. Δεν υπάρχει ξεγνοιασιά αλλά στοχασμός, δεν υπάρχει ελαφράδα αλλά τα πικρά διδάγματα της ανθρώπινης ματαιοδοξίας. Αυτό δεν πρόκειται να αλλάξει όσοι επενδυτές κι αν εμφανιστούν...
Ο Βόβεραϊτ, έχοντας εξασφαλίσει παχυλή οικονομική υποστήριξη από τη Γερουσία, έχει βάλει μπροστά μια καμπάνια που λέγεται «Η πόλη της Αλλαγής» (καμιά σχέση με τα πολιτικά συνθήματα της ελληνικής πολιτικής σκηνής τη δεκεατία του 1980). Στόχος του είναι να ξαναβρεί η πρωτεύουσα τη λάμψη που είχε τη δεκαετία του 1920. Ναι, το Βερολίνο διαθέτει υπέροχα μουσεία, θέατρα και κλαμπ μαζί με 400 γκαλερί. Εκπέμπει όμως την αίσθηση της ευζωίας, την ακτινοβολία εκείνη που κάνει τους επισκέπτες της να υποκλίνονται αμέσως στο μεγαλείο της; Σε αντίθεση με το Παρίσι ή το Λονδίνο, η πόλη δεν έχει καθόλου πλούσιους κατοίκους, γράφει το περιοδικό Economist.
Μια βόλτα στους άδειους δρόμους, μια ματιά στους περαστικούς και κάποιος ξένος αντιλαμβάνεται γρήγορα ότι ο κόσμος που ζει εκεί δεν έχει ευμάρεια. Ενας στους δύο Βερολινέζους τα βγάζει πέρα με τη σύνταξη ή με επιδόματα ανεργίας. Ακόμα και αυτοί που έχουν εργασία δεν κερδίζουν τόσα πολλά για να τα ξοδεύουν αφειδώς. Oι εύποροι Γερμανοί ζουν κυρίως στο Αμβούργο ή το Μόναχο. Ακόμα και η ίδια η πόλη έχει μεγάλα χρέη.
Ο πολυτάραχος βίος του Βερολίνου διδάσκει την τέχνη της επιβίωσης. Από τις χρυσές ημέρες όπου παλλόταν από τον πλούτο και που τα καμπαρέ του ήταν γεμάτα πέρασε στη σκληρή περίοδο των βομβαρδισμών, της ταπείνωσης και της διχοτόμησης. Από την ξέφρενη βιομηχανική ανάπτυξη των αρχών του 20ού αιώνα στην οικονομική αποδυνάμωσή του. Τον Νοέμβριο του 1989 τα βλέμματα της παγκόσμιας κοινής γνώμης στράφηκαν στην επανενωμένη του καρδιά: Γερμανοί αγκάλιαζαν Γερμανούς. Επιτέλους.
Σήμερα είναι ο τρίτος δημοφιλέστερος ταξιδιωτικός προορισμός στην Ευρώπη με το δικό του ξεχωριστό στίγμα. Ομως ο Βόβεραϊτ, παραδειγματιζόμενος από τη μεταμόρφωση της Νέας Υόρκης το 1970, ετοιμάζεται να αλλάξει το πρόσωπο της πόλης. Ο βασικός άξονας ανάπτυξης είναι ο οικονομικός. Οταν θα αρχίσει να ρέει περισσότερο χρήμα, τότε θα διορθωθούν πολλά. Θα στεριώσει για τα καλά η αυτοπεποίθηση και θα έρθουν ακόμα περισσότεροι τουρίστες. Ηδη μέχρι το 2011 θα έχει ολοκληρωθεί η επέκταση του αεροδρομίου και θα έχουν προστεθεί περισσότεροι επενδυτές όχι μόνο στον τομέα των ακινήτων αλλά και της βιομηχανίας.
Μπορεί το χρήμα να διώξει τις σκιές του Βερολίνου; Ισως όχι. Αλλωστε αυτές είναι που κάνουν την πόλη τόσο γοητευτική. Η αίσθηση της ιστορίας που βαραίνει στις πλάτες του. Δεν υπάρχει ξεγνοιασιά αλλά στοχασμός, δεν υπάρχει ελαφράδα αλλά τα πικρά διδάγματα της ανθρώπινης ματαιοδοξίας. Αυτό δεν πρόκειται να αλλάξει όσοι επενδυτές κι αν εμφανιστούν...
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