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LYON
ONLYLYON campaign
Why LYON?
Smart city
Top quality Universities
Artistic city
Business friendly
Festival de la lumiere:
https://www.youtube....
Launched in 2007
Top-down approach
“Addicted to Lyon” campaign, since 2013 and still on
the campaign
the campaign || initiative & partners
Main objective: to build Lyon’s international reputation
Make Lyon better known
Gene...
the campaign || Where does Lyon stand?
Rankings
38th on the Mercer 2016 ranking
Global Liveability Ranking (EUI): 30th pla...
the campaign || Main sectors of interest
1. Innovation, part of Lyon’s DNA
Lyon as the first smart city in France https://...
the campaign || Main sectors of interest
2. Dynamic Business and Economics
video for promoting the creative industries: ht...
the campaign || Main sectors of interest
3. Lyon, an ideal quality of life
An urban heritage (classified a Unesco World He...
the campaign || Main sectors of interest
4. Culture & Events
20% of the city’s budget is dedicated to cultural projects
Vi...
the campaign || Main sectors of interest
5. Excellence in Education
10% international students
46th Best Student City, acc...
the campaign || How they did it?
Communication tools
“Addicted to Lyon” Campaign (since 2013) →
storytelling approach
Amba...
the campaign || How they did it?
Communication tools
Social media innovative approach - the 1st city to implement large-sc...
the campaign
Results
Achieved target of 100 million views
across Facebook activity in 2015
Achieved 50,000 Twitter followe...
the campaign
Results
the campaign
Results
Politically: Since January 2015, the wider
area of Lyon, its suburbs and other 58
small cities, have ...
Thoughts & Critiques
About the campaign...
The Lyonnais are participating in the campaign either as ambassadors or as social media users - it
d...
About the city of Lyon...
Lyon is a vibrant city with a unique vibe, ideal for young creative individuals and with a stron...
Conclusions
● Contemporary cities sometimes fail to create a unique identity, because they focus on the global
competition...
links
https://www.imercer.com/content/mobility/rankings/index.html?mkt_tok=3RkMMJWWfF9wsRovuKvJce/hmjTEU5z16ustXqezhpx41El...
Branding Lyon
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Branding Lyon

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A critic review over the city branding campaign ONLYLYON, which was launched to promote the Lyon, as an international city.

Published in: Marketing
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Branding Lyon

  1. 1. LYON ONLYLYON campaign
  2. 2. Why LYON? Smart city Top quality Universities Artistic city Business friendly Festival de la lumiere: https://www.youtube.com/watch?v =0SJ0J0DAUoc 1,3million inhabitants
  3. 3. Launched in 2007 Top-down approach “Addicted to Lyon” campaign, since 2013 and still on the campaign
  4. 4. the campaign || initiative & partners Main objective: to build Lyon’s international reputation Make Lyon better known Generate appreciation for Lyon Bring people to Lyon → with 28 private and public partners
  5. 5. the campaign || Where does Lyon stand? Rankings 38th on the Mercer 2016 ranking Global Liveability Ranking (EUI): 30th place Based on Reputation Institute: Lyon is a little-known city with a strong reputation → so it needs to communicate its brand to a wider audience Between Milan and Singapore | Lyon is 33rd
  6. 6. the campaign || Main sectors of interest 1. Innovation, part of Lyon’s DNA Lyon as the first smart city in France https://www.youtube.com/watch?v=kjo_TSOOTsM
  7. 7. the campaign || Main sectors of interest 2. Dynamic Business and Economics video for promoting the creative industries: https://www.youtube.com/watch?v=P2ck_lY29CQ A dynamic and innovative economy - ranked 17th in the IBM 2014 rankings for the world most attractive cities in terms of investment. (main sectors: Life Sciences & Chemistry/environment). Ranked 1st most business-friendly city in France - L’expansion L’express 2014 in 2014, the Festival of Lights was “exported” to Dubai in order to attract international interest + ongoing collaboration with Emirates for advertising Lyon at all their flights
  8. 8. the campaign || Main sectors of interest 3. Lyon, an ideal quality of life An urban heritage (classified a Unesco World Heritage site and the second most important Renaissance site after Venice) Smartness
  9. 9. the campaign || Main sectors of interest 4. Culture & Events 20% of the city’s budget is dedicated to cultural projects Vivid cultural life throughout the city/multiple events/festivals Fête des Lumières (Festival of Lights) → This 4-day festival attracts more than 4 million visitors each year | a flagship event for the city’s brand (example: https://www.youtube.com/watch?v=dp9bYDmj0YQ)
  10. 10. the campaign || Main sectors of interest 5. Excellence in Education 10% international students 46th Best Student City, according to QS 6. Sports & Leisure
  11. 11. the campaign || How they did it? Communication tools “Addicted to Lyon” Campaign (since 2013) → storytelling approach Ambassadors http://www.onlylyon.com/en/
  12. 12. the campaign || How they did it? Communication tools Social media innovative approach - the 1st city to implement large-scale social media campaigns in order to promote its city branding (in 2009). On 2016 they plan to implement: 10 international digital campaigns on FB, youtube and twitter 2-month targeted international business campaign on LinkedIn (to reach 900,000 decision makers) Strong INSTAGRAM presence, where Lyon fans upload photos of the city “ONLYLYON buzz”: collaboration with Lyon’s higher education institutions specializing in communication, acting as creative incubators to produce videos and photos inspired by the City and create a buzz → going “viral” approach Press - multiple events for international journalists
  13. 13. the campaign Results Achieved target of 100 million views across Facebook activity in 2015 Achieved 50,000 Twitter followers, against a target of 35,000 ONLYLYON social media activity and branding program contributed to Invest in Lyon, attracting 80 international companies to set up business in Lyon over the past two year.
  14. 14. the campaign Results
  15. 15. the campaign Results Politically: Since January 2015, the wider area of Lyon, its suburbs and other 58 small cities, have all been paired to Métropole de Lyon → greater political power of Lyon, to the wider area | strategic plan on making the wider area SMARTER: http://www.grandlyon.com/fileadmin/user_uploa d/media/images/institution/20141218_gl_compe tencesmetropole_1200.jpg
  16. 16. Thoughts & Critiques
  17. 17. About the campaign... The Lyonnais are participating in the campaign either as ambassadors or as social media users - it doesn’t seem as if its citizens are fully engaged and integrated to the marketing campaign. → having the opportunity to participate but not to co-create Although the campaign was launched based on an innovative approach, investing in social media (in 2009), nowadays it seems like this innovative spirit has reached a plateau. → bringing new investments in, but not start-ups and creative industries LOGO similar to other campaigns (beBerlin, Madrid,I Amsterdam etc) → more of a reproduction rather than a creative idea, reflecting a local character GRAND LYON’s main goal was to make LYON the #1 European city for start-up companies → lack of creativity in design, communication strategies.
  18. 18. About the city of Lyon... Lyon is a vibrant city with a unique vibe, ideal for young creative individuals and with a strong cultural presence → its unique vibe is not communicated to the world, but if you visit it, it’s there Lyon needs to build a unique city identity and build on it, in a GLOCAL way. → challenge for contemporary cities: As Michael Speaks (2002) points out, cities are faced with the paradoxical problem of constructing identities based on differences that disappear at a rate proportional of the growth of global sameness. Mid-size cities like Lyon face a difficulty in defining their competition. → it doesn’t have the capacity to welcome and satisfy everyone (as large metropolis like Paris, Tokyo etc can), its city branding should be more narrow, but not in a restrictive way.
  19. 19. Conclusions ● 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.
  20. 20. links https://www.imercer.com/content/mobility/rankings/index.html?mkt_tok=3RkMMJWWfF9wsRovuKvJce/hmjTEU5z16ustXqezhpx41El3f uXBP2XqjvpVQcRlNLDORw8FHZNpywVWM8TIKdIRt9F4PQznCWg%3D http://www.onlylyon.com/en/ http://s3-eu-west-1.amazonaws.com/papillon-local/uploads/14/33/social%20media%20onlylyon.pdf http://blog.bolden.fr/french-tech-definition-objectifs-enjeux/ http://www.grandlyon.com/ http://www.lyon.fr/page/accueil.html

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