Regional branding and marketing can be an effective tool for territorial development by discovering regional identity, positioning advantages, investing in strong resources, activating local communities, and promoting the region outside through targeted campaigns. The presentation discusses how Lublin, Poland built its regional brand through analyzing regional potential, market research, establishing a vision and identity, developing a promotion strategy, and implementing brand identity and communication tools. The Lublin brand positioning focuses on inspiring cultural, academic and business innovation by experiencing the city's rich history and diversity.

1. Regional brand as a tool of growth
Piotr Franaszek
Director of Promotion and Tourism Department of Lublin Region
President of Regional Turism Organisation.

2. Agenda
g
Regional marketing
Identity
The Brand
Lublin Cit B
L bli City Brand
d
Lubelskie Region - vision

3. Region
Area
People
Infrastructure

4. Regional marketing
• Management tool for terytorial unite development
• Social process geared towards genereting value and mutual
relations between local autorities and their partners
• Presentation and identification of potential resources in a giving
area to facilitate its social, culturalal, organisational and
economic development
i d l t

5. What does it mean…?
Wh t d ?
• Discovery of identity
• Positioning of advantages
• Investment in strong, competive resources
I t ti t ti
• Inside social activisation
• (developing products and establishing infrastructure)
• Subbrand management
g
• Target oriented outside promotion
• Evaluation

6. How to build promotion strategy?
• Stocktaking f
St kt ki of resources our potential (hi t
t ti l (history culture toutist offer
lt t ti t ff
economy)
• Market research (perseption, environment)
• Vision and identity = brand
• Social consultations
• Strategy building (mision, criteria, target groups, aims and targets,
positioning, strenghts and weaknessies)
• Tools of communications (identification, advertising, public relations)
• Implementation and evaluation

7. Image
Product
Identity
y

12. More than Club

13. KATALONIA

14. The Brand
A promise to provide clients with uniqe product
qualities and benefites
Philip Kotler 1997
Kotler,
Set of values, impresions and association
that sometimes can reinforce significance
of the product or service
Grażyna Skarżyńska, BBDO Warszawa

15. Brandt Structure
Brandt personality
User
values
Brand
B d
Emotional values essention
Funkcional values
Products character

16. How the brand work? - positioning
• identification • loyalty programs
• name • PR
• ATL • www
• packaging • product
• BTL • sponsoring
• organisational culture • distribution
• place of sale • pricing
• client service
li t i
• brand building decisions

17. Brand Fundations
Roots, history and origin of the Brand
History
What do I do? (area of competence of the Brand – what is it
Competence good at? What does it do best? )
What makes me unique?
Positioning
Klient
Who am I for?
Personality What kind of man am I?
Mission What do I fight for?
Values What does the Brand fight for?)
Strategic concept

18. Lubelskie Region

19. Lublin – The Brand
The Brand

21. The main steps in building the brand:
The summary of city’s potential (February 2007)
Opinion poll (M h 2007)
O i i ll (March
Focus research (April 2007)
Social consultations (May 2007)
Strategy of promotion (September 2007)
Logo and Brand Identity (N
L dB d Id tit (November 2007 – J
b January 2008)

22. Main points of Lublin s promotion
Main points of Lublin’s promotion
strategy
gy

23. Roots f the Brand
R t of th B d
Historic moments of the Brand essential for its present identity:
• splendour of the Jagiellonian period
• multicultural character and the tradition of fairs
• religious tolerance supporting different faiths (
g pp g (Jews, Catholics, Protestants,
, , ,
the Orthodox)
• Renaissance art and literature
• pre-war Jewish diaspora

24. What
Wh t makes me unique?
k i ?
• Historical and cultural variety in a unique and inspiring form
• Creative potential of young people
• („Eastern competence”) Lublin connections with the East - a combination of
geographical proximity of the Eastern European countries and borderline
spirituality
• Potential of ecological products (organic food)

25. The perfect customer of Lublin:
• Young but emotionally mature person
• A person seeking for authenticity
• A person who appreciates values and experiences
• A person aware of new trends but open to a change
• A non-conformist but not a loner
• A person who is culturally active
• A person who is mobile and metropolitan

26. Strategic
St t i concept
t
The Point of view: Lublin is the city where the awareness of the rich heritage
should inspire the cultural, academic and business future
The promise: We want L blin to make people willing to change and open to
promise ant Lublin illing
creative thinking
The way of acting: You need to “feel” Lublin on order to understand it. Lublin
should be experienced, not only visited
LUBLIN – INSPIRES AND ALTERS
.

27. The most important campaigns

39. LUBELSKIE REGION
Brand Vision - EKOPOLIS
39

40. 1. ECO – POSITIVE
2. POWER OF SPACE
3. EKOPOLIS - NATURE
40

41. 2b. ECOTURISM
41

42. 2c - Sun
42

43. • 2d ECO Industries
43

44. 2e – ECO development
44

45. 3. Passion
3a. Specialization of science
p
4. Hospitality

46. 5. Culture, traddition, lifestyle
6. Neighbours
7. Creative act

47. Region of Origin.
Origin

49. Thank You for Attention
PIOTR FRANASZEK
piotr.franaszek@lubelskie.pl
Special thanks to MICHAL KRAWCZYK
(Deputy Head of Lublin City Administration on City Promotion)