Summing up on our Co-creation project with the Municipality of Athens, This is Athens, and the other members of the Partnership, on our academic collaborative project regarding the re-branding of the city of Athens, this story is upon our final meeting and the presentation of our strategy. Created by: Nikos Yalelis, Erifili Dionisopoulou, Irene Theodosi, Marilena Katsarou, Maria Kourmoulaki and Ilias Stathopoulos Under the Supervision, of our Associate Professor: Betty Tsakarestou

1. Athens [which?]
Cultural Marketing & Communication
| MA Cultural Management|
[Panteion University]
Maria Kourmoulaki| Ilias Stathopoulos|Erifyli Dionysopoulou|
Irene Theodosi| Nikos Yalelis| Marilena Katsarou|

2. A t h e n s C o - C r e a t i o n M e e t i n g
#1
&

3. T h e C h a l l e n g e s
1/ H o w d o w e i m p a r t t h e " c h a n g e " , t h e " n e w c u l t u r e " , w h a t w e
c a l l i n n o v a t i o n ( f o r w h i c h A t h e n s w a s a w a r d e d ) , t o t h e
o r g a n i z a t i o n o f t h e M u n i c i p a l i t y o f A t h e n s a n d h o w t h e p e r m a n e n t
h u m a n r e s o u r c e s a n d t h e p a r t n e r s o f t h e m u n i c i p a l p r o g r a m s
b e c o m e t h e i n n o v a t i o n s o c i e t i e s , i n o r d e r t o b e a d o p t e d a n d
c o n t i n u e d b y t h e n e x t m u n i c i p a l a u t h o r i t y ?
2/ H o w d o w e c o m m u n i c a t e t h e n a r r a t i o n o f i n n o v a t i o n w i t h a l l t h e
f o r c e s o f A t h e n s ?
3/ H o w d o w e d e s i g n a u n i f i e d p o l i c y f o r A t h e n s C i t y B r a n d i n g t h a t
h i g h l i g h t s i n n o v a t i o n a n d c o m b i n e s t h e s t r a t e g y o f p r o m o t i n g t h e
t h i s i s A t h e n s p r o j e c t ? W h a t i s t h e h e a r t o f t h e n a r r a t i v e a b o u t
t h e c i t y o f A t h e n s ?
M u n i c i p a l i t y o f A t h e n s | T h i s i s A t h e n s | Σ υ ν Α θ η ν ά | O t h e r G r o u p s

4. T h e I n s i g h t s
| R e b r a n d i n g AT H |
P r o b l e m a t i c a s p e c t s :
_ i n t e r n a l o r g a n i z a t i o n
_ l a c k o f a c o h e s i v e s t r a t e g y
_ c o m m u n i c a t i o n [ i n t e r n a l a n d e x t e r n a l ]
_ d i s c o n t i n u i t y
_ s h o r t - t e r m g o a l s
_ i n s t i t u t i o n a l i s s u e s
_ m a i n f o c u s o n t o u r i s m
S o c i a l I n n o v a t i o n A w a r d
x

5. Rankings |
W h a t m a k e s a c i t y r e m a r k a b l e ?

8. Meeting
#2
Q u e s t i o n s
_What is the identity of Athens?
_ H o w w i l l t h e r e b e a c o m m o n w a y o f
t h i n k i n g f o r t h o s e i n v o l v e d i n t h e
m u n i c i p a l i t y ?
_ H o w c a n i n n o v a t i o n b e c o m m u n i c a t e d ?
_ W h a t c a n A t h e n s b e o t h e r t h a n a
t o u r i s t d e s t i n a t i o n ?
_ I s i t p o s s i b l e a n d n e c e s s a r y f o r a
s i n g l e n a r r a t i v e t h a t w i l l n o t t r e a t
A t h e n s a s a t o u r i s t d e s t i n a t i o n , o n l y, t o
b e c o n s t r u c t e d ?

9. Design Thinking |
Empathy _ Define _ Idealize _ Prototype
Us er Friendly Approac h
W h a t a r e t h e U s e r s o f A t h e n s ?

10. #1 | Stakeholders
n t r e p r e n e u r s h i p :
A t h e n s I n t e r n a t i o n a l A i r p o r t
H e l l e n i c - G e r m a n C h a m b e r o f C o m m e r c e &
I n d u s t r y
i n n o v a t i v e S t a r t - u p s , I m p a c t H u b a n d
I n n o v a t h e n s .
C u l t u r e :
C u l t u r a l i n s t i t u t i o n s a n d u n i v e r s i t i e s
S t a v r o s N i a r c h o s F o u n d a t i o n C u l t u r a l C e n t e r
Ο n a s s i s C u l t u r a l C e n t r e A t h e n s
P a n t e i o n U n i v e r s i t y
r o j e c t s u n d e r t h e a e g i s o f t h e M u n i c i p a l i t y o f
A t h e n s
P o l i s 1 [ G e n t r i f i c a t i o n o f A t h e n s ]
C u r i n g t h e L i m b o [ R e f u g e e P r o g r a m ]
M y C h e c k p o i n t [ H e a l t h c a r e s t r u c t u r e s ]

11. #2 | Stakeholders
|Mapping of the Athenian Citizens |
fieldwork
“I s l a n d s o f A t h e n s ”
o R e s i d e n t s o f At h e n s : P s i r i | M e t a x o u r g e i o | O m o n i a | T h i s i o
o I m m i g r a n t s
o S m a l l a n d m e d i u m - s i z e d b u s i n e s s e s
o Ar t i s t s
o P a r t i c i p a n t s o f t h e P o l i s 2 p r o j e c t
- U s e r s o f A t h e n s -
Neighborhoods
of Athens

12. quotes
u o t e s
“Athens is not a mixed city nor is
it a really multicultural one,
despite its multicultural
population”.
“There cannot be a scattering of narratives,
different from the main promotional slogan. Every
city is multileveled and plural”.
“Social Innovation Award: the problem
in Greece is, on many occasions,
implementation as there’s no continuity.
There are some ideas that come to life
and then are abandoned. There is no
concrete awareness that beyond
political parties and wings, continuity
must be achieved”.
“Common Culture: it is a matter of
management. It is all about
administrators to inform, inspire and
mobilize. People you work with have a
mindset which has been formed
throughout the years. You can’t just
change it. You’re going to deal with it
and try to lead by setting an example”.
Common culture: “there must be some clear goals and a clear
explanation of them, a feeling of connectedness. It is an
ongoing procedure of ideas exchanging and cooperation.
What you are going to do must be clear as well as why you’re
doing it. It’s an internal procedure. You have to let ideas come
to surface and talk about them and maybe carry them out.
Strategy must come as a result of a collaborative process”.

13. “Athens has recently had real residents, a
second generation of Athenians, born and raised
in the city, has began seeing the city as its own”.
“In order to
make the citizen
care about the
city, you should
first teach the
kids how to do
so”.
“Every neighborhood of
Athens has a different
feeling of the city and a
different identity, residents
have different needs
depending on the place
they live in”.
“Athens is Athinai, it
means there’s a lot of
them”.
“ We are far away from a narrative and story-telling era
and we now are in the age of story making. An era about
how you write your own story in the city”.

14. r e s i d e n t se n t r e p r e n e u r si n s t i t u t i o n si n v e s t o r s
T h e P e r s o n a s4

15. A p p l y i n g B u s i n e s s M o d e l C a n v a s
V a l u e P r o p o s i t i o n

16. Strategy
Engaging all the Athenian
Identities*
*DiverCity
Neighborhoods as Hubs
Of Resilience
P r o p o s a l _

17. T h e d a r k s i d e s a r e a l s o A t h e n s .
A l l p a r t s o f At h e n s i n o n e m a i n n a r ra t i v e .
| T h e u n k n o w n s t o r i e s o f A t h e n s . |

18. _ E x p r o p r i a t i o n o f a b a n d o n e d
b u i l d i n g s b y t h e m u n i c i p a l i t y
t h r o u g h a n e w i n s t i t u t i o n a l
f r a m e w o r k
_ A p p r o p r i a t e e x p l o i t a t i o n o f t h e
b u i l d i n g f o r t h e i n n o v a t i v e s t a r t -
u p s t o b e a t t r a c t e d
_ P r o v i d i n g b u i l d i n g s t o c o m p a n i e s
t h r o u g h c o m p e t i t i o n s
_ S t a r t - u p s w i l l c o n t r i b u t e t o
m a n a g i n g a n d i m p r o v i n g
n e i g h b o r h o o d q u a l i t y i n c o o p e r a t i o n
w i t h t h e m u n i c i p a l i t y [ c o r p o r a t e
s o c i a l r e s p o n s i b i l i t y ]+
_ A t t r a c t i o n o f o t h e r c o m p a n i e s a n d h u b s
_ R e t u r n o f p a r t o f r e v e n u e t o t h e
m u n i c i p a l i t y | f u n d
_ N e i g h b o r h o o d d e v e l o p m e n t
_ Te c h n o l o g i c a l i n n o v a t i o n
_ E x p l o i t a t i o n o f t h e w h o l e m a p
_ C o m m u n i t y d e v e l o p m e n t | h a p p y
r e s i d e n t s
a l o n g - t e r m g o a l

19. _Multiculturalism of Athens
_A city for all
_Social innovation in action
_Respect of the distinct
identity of the
neighborhoods
_Main focus on the citizen
E x p a n d i n g t h e n a r r a t i v e
A t h e n s
a R e s i l i e n t & T o l e r a n t c i t y
f o r a l l .

20. Dealing with the Challenges 1-2-3
1/
-Enaging δημοτικών υπαλλήλων:
«Εσύ το Έκανες» / Συμμετοχή στην Εξουσία
Συνειδητή Συμμετοχή: Thought Box /
Ενημέρωση
Sharing the Knowledge | Υιοθέτηση προτυπων
λειτουργικών μοντέλων από άλλους
οργανισμούς
Ημερίδες | Δια βίου Μάθηση | Εκπαίδευση
ανώτερων στελεχών- leaders
D e a l i n g w i t h t h e C h a l l e n g e s _
1/ C i v i l S e r v a n t s
« Y o u d i d t h i s »
_activation
_ F e e d b a c k f o r a c t i o n s t a k e n a n d
t h e r e s u l t s o f t h e m
_ C o n s c i o u s P a r t i c i p a t i o n :
T h o u g h t B o x /
_ B r i e f i n g o n i n n o v a t i o n
_ S h a r i n g t h e K n o w l e d g e
a d o p t i o n o f o t h e r
o r g a n i z a t i o n s ' f u n c t i o n a l m o d e l s
_ W o r k s h o p s | L i f e l o n g l e a r n i n g
Tr a i n i n g s e n i o r e x e c u t i v e s -
l e a d e r s

21. C o m m u n i c a t i n g t h e
i n n o v a t i o n t o a l l t h e C i t y
f o r c e s
_ E n g a g i n g t h e
C o m m u n i t i e s
_activation
_City mapping
[universities / research]
_Growth, promotion and
communication of every neighborhood
special identity, with the participation of
citizens
_Info points, thought box and Agora
project
_Use of the same platforms for all
users of communities
_Start ups & Innovation
in favor of information transmission
_Involvement of all partners
2/

22. O n e m a i n
N a r r a t i v e
3/
“ O n e c i t y N e v e r e n d i n g
S t o r i e s ”
_ W h a t s t o r i e s ?
+ P e o p l e
+ N e i g h b o r h o o d s
+ I d e n t i t i e s
+ I n v e s t o r s
_ E n g a g i n g t h e D a r k S i d e o f
A t h e n s
_ B y b r i d g i n g t h e
n e i g h b o r h o o d h u b s , a n e w
n a r r a t i v e e m e r g e s
A t h e n s
A R e s i l i e n t & To l e r a n t
C i t y
f o r a l l .

23. M u n i c i p a l i t y o f A t h e n s
_Extension of existing actions
_Institutional Expropriation
Framework
_Approaching all the communities
of Athens
_Opening up to new investors and
reeling Start-ups in
C u l t u r a l I n s t i t u t i o n s
& U n i v e r s i t i e s
_research and area mapping-
calculation
_actions in order for the citizens
to feel part of the city
_hubs connection with
universities
B u s i n e s s
P a r t n e r s
_Business activity to
attract investors
I n n o v a t i o n & S t a r t U p s
_Municipality’s provision of buildings
_Contribution to neighborhood
management
_Corporate Social Responsibility
_Imparting social innovation and
technology to the neighborhoods

24. R e s u l t s
_Exploitation of buildings
_”Neighborhood”
_Investments
_Improving living
standards
_New Citizen Identity
_Narration as a result of
weaknesses’ exploitation
_Common strategy in the
interest of all partners
_Ongoing actions with
employees actively
participating
_Additional funding from
the partnership opening up

25. N e w C h a l l e n g e s
_ B r i n g t h e c o n c e p t s o f
n e i g h b o r h o o d a n d c u l t u r a l
i d e n t i t y i n t o f o c u s
_ R e e l i n v e s t o r s i n
_ Va r i o u s u s e r s ’
c h a r a c t e r i s t i c s
_ U n d e r s t a n d i n g o f
c o m m u n i t i e s ’ n e e d s
_ S y n c h r o n i z a t i o n o f a l l
t h e g r o u p s
_ P r o p e r c o o p e r a t i o n b e t w e e n
t h e M u n i c i p a l i t y a n d t h e s t a r t -
u p s
_ P r i v a t i z a t i o n

26. The city is its routes, there are a lot of routes
and all of them are important.

27. “ To l e a r n ,
b e r e a d y t o f a i l .
To c r e a t e ,
b e r a d i c a l . ”
T h a n k y o u .
T h e D i v e r C i t y
C o - C r e a t o r s