Delving into "the Mediterranean city branding approach", using Madrid as example. "Cultural Marketing | City Branding" Professor: Betty Tsakarestou Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia

1. City branding campaigns
Cultural marketing | Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena,
Mavriki Rania, Rizou Anastasia
Madrid

2.  It’s the Spanish capital, yet city branding aficionados fall for
Barcelona
 City branding as part of its 3rd consecutive bid for the
Olympics.
QS Best Student Cities ranking: 22nd
 According to the Reputation Institute  Well-known city with
a strong reputation & significant Reputation halo (emotional >
rational)
 It hosted the “European Cities Marketing meeting” for the first
time, in February 2016, focused on “democratic city branding”.
 30th place in the Global Liveability Ranking of 2015 (EUI)
Why Madrid?

3. According to Richard Florida (2011),
Madrid ranked 14th in “The 25 Most
Economically Powerful Cities in the
World”
Recession & unemployment?

4. Madrid or maybe Madriz?
You are probably familiar with...
Real Madrid, Santiago Bernabeu, Prado, Reina Sofia
But..did you know that?
 Madrid is the 3rd largest European city
 It’s one of the most popular international students destination
 It’s the highest capital city in Europe and one of the sunniest
 Madrid’s river is Manzanares
 It΄s the European city with the highest number of trees and
green surface per inhabitant
 Currently, there is a plan on behalf of the mayor for car banning
in the centre and bike lane construction

5. 13th in the Economist
Intelligence Unit Special
Report
Madrid ranked 13th in the
Economist Intelligence Unit special
report of 2012.
The Economist Intelligence Unit
(EIU) teamed up with data sharing
company BuzzData and hosted a
competition offering users the
opportunity to combine data from
the Worldwide Cost of Living and
Liveability surveys with other
sources to provide a ranking of their
own.

6. City branding
 “Promoción Madrid” the agency for the city’s marketing.
100% financed and run by the city hall.
It offers 4 main communication channels:
 Website: www.esmadrid.com
 TV channel: esMADRIDtv
 Magazine: esMADRIDmagazine
 Mobile apps: esMADRIDmόvil
 Goal  promote Madrid’s image and inform about its
cultural, touristic, recreational and business assets
 “Madrid is for everyone” claim
www.esmadrid.com/en/choose-your-madrid

7. City branding
So, what is Madrid?
 In 2005, Landor was asked to develop a unique, differentiating
positioning for Madrid→ lack of specific landmarks, the emotional
draw was the lifestyle but not really known
 Research has corroborated that Madrid is a surprise to many
visitors. The surprise consists of finding a world-class transport
infrastructure, a dynamic economy etc. In short, they find a great
European capital.
 NEED TO BUILD A CLEAR IMAGE?

8. Campaigns by “Promociόn Madrid”
[2010 Madrid] about you
 Key Points: Arts & Culture, Business feeling, Luxury &
Relaxed lifestyle, Sightseeing, Gastronomy,Nightlife

9. Campaigns by “Promociόn Madrid”
[2011] Madrid. A way of life
 Key Points: Good weather, Friendly & Open-minded People,
Arts & culture, Food, Family destination, Parks, Nightlife.

10. Campaigns by “Promociόn Madrid”
[2014] Madrid, reserved for you
 Key Points: Good weather, Culture, Food, Shopping, Parks

11. Campaigns by “Promociόn Madrid”
[2016] Madrid, a city where everyone is welcome.
 Key Points: Madrid feels like home and is accesible to
everyone

12. Madrid’s campaigns at a glance
 Metropolis with a feeling of home, open-minded and friendly people,
business centre, arts and culture destination, entertainment, shopping,
food, fiesta, parks.
But
 City branding so far focuses more on promoting Madrid, rather that
involving the local community.
Initiatives for the locals seem to be independent from the city
branding/touristic approach
 The locals’ spirit and easy-going lifestyle are almost absent from the
city branding campaigns
 Is “Madrid for everyone” effective or a more precise image
needs to be built?

13. Food for thought
Contemporary cities sometimes fail to create a unique identity, because
they focus on the global competition and instead of starting with their
best, original raw material, they try to find “external” ideas to promote
their city.
 Benchmarking is very helpful, but it requires a deep knowledge of
one’s identity, nature, social nexus, history and tendencies.

14. • es.globedia.com/campana-promocion-turistica-2011-ciudad-madrid
• www.citylab.com/commute/2013/12/madrids-big-plan-swear-cars/7744/
• www.citylab.com/work/2011/09/25-most-economically-powerful-cities-
world/109/#slide14
• www.esmadrid.com/
•www.imercer.com/content/mobility/rankings/index.html?mkt_tok=3RkMMJ
WWfF9wsRovuKvJce/hmjTEU5z16ustXqezhpx41El3fuXBP2XqjvpVQcRlNLD
ORw8FHZNpywVWM8TIKdIRt9F4PQznCWg%3D
•www.madrid-destino.com/en/72-tourism/tourism-news/1222-madrid-hosts-
the-european-cities-marketing-meeting-for-the-first-time
•www.topuniversities.com/best-student-cities
Links

15. THANK YOU!!!