City branding

ΠΜΣ Πολιτιστική Διαχείριση
Μάθημα: Πολιτιστικό Marketing και επικοινωνία
Διδάσκουσα: Μπέτυ Τσακαρέστου
Ομάδα εργασίας: HAPPY FEW
[Αλιμπέρτη Μαρία | Δημάκη Μαριάντζελα | Κώνστας Ευάγγελος | Νταλαμπίρας Διαμαντής | Παπαγρηγορίου Έλλη]
PROJECT 03: City Branding
[Examples from all over the world]

New York City
191 neighborhoods
1 million buildings
9 million citizens
138 different languages
=> Infinite mix of cultures, ideologies, way of life
New York city branding
Many confusing identities ->
singular and strong voice:
The one and only New York City
ΠΜΣ Πολιτιστική Διαχείριση | Πολιτιστικό Marketing και επικοινωνία * Διδάσκουσα: Μπέτυ Τσακαρέστου | Ομάδα εργασίας: HAPPY FEW | Project: CITY BRANDING

New York Visitor Center
* Formal city guide supported by Mayor Bloomberg
* Developed by NYC’s official marketing,
tourism and partnership organization.
* Modern design site, fully interactive
* Info in 10 languges
* New York: Top tourist destination in the world

5
Green NewYork City:
A public education program dedicated:
to educating, engaging, and mobilizing New
Yorkers to take simple, but meaningful, steps
to reduce their energy use, generate less
waste.
=> More Sustainable City
Million Trees New York City:
Street tree planning program -> turn to green the
streets in NY
More livable city
Improve environment (green city)
Enhance public health => More sustainable city

Smart City:
24/7 Platform: Interactive platform, sharing government programs, local business
& citizens info.
Largest CityWifi Network (Provided by Cisco)
HudsonYards Project (http://www.hudsonyardsnewyork.com) =>The largest
development city project.
Purpose: digitally track environmental and lifestyle factors (traffic, energy
consumption, air quality) and will include a trash-disposal system to remove
waste via underground pneumatic tubes.
6

NewYork - Creative City
Arts & Culture is one of the major jobs engine
Cultural development has exploded in neighborhoods outside of
Manhattan
City programs offering large spaces for collaboration to artists and
entrepeneurs.
Gentrifications in areas of the city (Lower East Side)
NewYork government:The largest public funder of the Arts =>They have
realised the importance of creative economy.
7

t
02_San Fransisco
INNOVATIVE CITY

A city of Innovations
• Known for its citywide ethos of innovation for 30 years or more – in
particular thanks to the internet and software companies in residence
at Silicon Valley.
• In recent years, this productive ecosystem has sliced the city’s jobless
rate in half; from 10.1 percent in 2010 to less than five percent at the
beginning of this year.
• With a number of infrastructural improvements still to come – among
the most impressive of which is the Transbay Transit Centre – San
Francisco’s prospects look to rise even higher in the future.

Worldwide Smart Cities Increase by 2025

Smart-city projects
• San Francisco is a global leader in smart-city projects, with one of its claims to fame
being that it provides its residents with a large number of free WiFi hotspots. In fact on
Market Street, a main road downtown, there’s actually three whole miles of free WiFi.
• But where the city really excels is in green and sustainability initiatives. It is a leader in
recycling, mandating that its residents separate their garbage into three categories:
recycling, compost, and landfill waste.
• They also encourage their citizens to participate in energy conservation by providing
them with mobile and web access to precise, near real-time energy use data and
advice on how they can save.
• The city also provides more than 100 charging stations in various locations to promote
the use of hybrid and electric cars and reduce automobile-related pollution and
greenhouse gas emissions.

Entrepreneurship-in-Residence
Program San Francisco is home to the world’s greatest
entrepreneurs, the ones who have ‘disrupted’
numerous industries, and we are bringing
those same disruptive technologies to
improve delivery of City services for our
residents.
The Entrepreneurship-in-Residence program
brings together government and startups to
explore ways we can use technology to make
government more accountable, efficient and
responsive.
A voluntary, sixteen-week collaboration to
bring together the private sector and City
departments to explore innovative solutions
to civic challenges that can lower costs,
increase revenue, and enhance productivity.

A course to being truly "smart"
1. Put people first
• Rather than top-down, technologically driven, automated cities (what the guide calls Smart Cities 1.0), Smart Cities need bottom-
up, citizen-led approaches that put people’s experience in an urban environment, not technology, at the center.
• Smart City 2.0, people-first strategies include: connecting government departments through digital strategies that bridge existing
city silos and chart a source for technology integration; engaging citizens by soliciting feedback through decision-making apps as
well as offline tools about their needs; prioritizing data privacy to build trust among the citizenry.
2. Create an innovation-rich culture
• The most consistent process for innovations starts in scalable, manageable, high-leverage bite-sizes. Cities should encourage a
sustainability marketplace that seeks out these innovation sweet spots.
• Two key innovation strategies include: mastering the art of innovation and rapid adoption of new technology and data tools
through hiring chief innovation officers, sponsoring hackathons and embracing the principle of “fail fast” during testing;
reinventing innovation-friendly procurement systems that are nimble and allows for real-world experiments.

03_Mexico city
FROM CRISIS TO RENAISSANCE

On the edge of collapse
•
Expanded Criminality (drugs, robbery, killing , rapes …)The ex
mayor was victim e of organized crime.
•
Poverty: workers’ salary is reduced every single time, instead of
going up. The minimum wage average in Mexico City is around
$4 per day.
•
Slums :people start to build in squatters settlements known as
colonials proletarians, because of the system of how the
Mexican government works.
•
Unemployment :most of the manufacturers that hire many
people to work for them are moving to the borders with USA,
because it is cheaper to maintain factories there and to export to
foreign countries.

•Indicators of criminality-bad image for city

• Mexico President has called in Simon Anholt, a British
expert on country barding. He conclude that Mexico had
in some cases badly flawed reputation. According to
expert, the country could demonstrate international
leadership by offering solutions to other problems , such
as climate…
• Mega project : Τhe Santa Fe was an enormous luxury
project , where people will be able to live and shop or
been entertained. The Santa Fe project forced people
who have been living in Santa Fe area for years to find
another squatter settlement. They built a Fashion Square
Mall, with high architectural development , giving an
amazing look for all the people who visited.

variety of strategies
•
Fix the meaning of Mexico City: promote the city as a global actor , a business and cultural
powerhouse. They improved among other things through the marketing the museum and
cultural life.
•
The local government’s branding strategies have also shifted from local to global : referred to
Mexico City as La Ciudad de la Esperanza (City of Hope), a phrase that catered mostly to the
longings of its inhabitants–have hope, the chaos will end soon.
•
Touristic branding : The slogan Ciudad en Movimiento, in which the city is branded as an
exciting place to make business and have fun. It showed Mexico City as a exciting place.

04_Rio de Janeiro
A SUSTAINABLE CITY

Known for
• Its beautiful natural landscapes
• Christ the Redeemer statue
• Copacabana beach
• Its annual Carnival

By the 1970's 13% of the city's population lived in slums, and the number
kept rising until reaching 22% of the population now.
Rio de Janeiro’s favelas are the most “famous” slums in the world.
But also for
• Its slums
• Its traffic
In 2009 Rio was facing the prospect of following the same path than Sao
Paulo: the average speed was reaching 33 kilometers/hour.
A strategic plan was drawn of improving public transport and
encouraging the use of bikes for short trips and connections.

Major events in the city

2014: host city of the 2014 FIFA World Cup

2015: celebration of its 450th anniversary

2016: Summer Olympic Games
the city is following up with concrete actions to begin transforming its
image into one of a global leader in sustainable mobility

Sustainable-city projects
Low Carbon City Development Program (LCCDP)
01_ A BRT (bus rapid transit) Network
02_ A Cable Car System for Once-Isolated Communities
03_ Creating a World-Class Cycling Network
Each bus on the two corridors already in place—TransOeste (56 km) and TransCarioca
(39 km)—replaces 126 cars resulting in a 38% reduction in carbon dioxide emissions on
those corridors
Today, these communities are more connected and accessible to the city
center. Each resident is entitled to a free roundtrip pass per day. The network
spans 3.2 kilometers, with 152 cable cars
Initiative to develop 300 km of cycling infrastructure by 2016
Between 2009 and 2012, the city created 152 km of new cycling pathways along the
beachfront

04_ Morar Carioca Project
Urban revitalization strategy - Revitalization projects throughout the city with the aim
of formalizing all of the city’s favelas by 2020.
This programme will ultimately impact the population currently living in informal
settlements, and will have a direct impact on the environment, health and welfare of
more than 200,000 Rio residents.
The aim is to keep people within their own communities, only relocating those
currently occupying areas under high risk of landslides.

05_Montréal
A CULTURAL METAPOLIS

City branding lessons from Montreal
* Can cities build a truly global brand? Should this be even be their goal?
* Not every city is New York, London, or Paris.
* Operate within your own ‘ecosystem’.
* Find you own niche.
[i.e.: Montreal’ s market = French speaking cultural communities worldwide]

What & How?
• Tourisme Montréal  new brand image
• Montréal’s identity  creative, energetic, dynamic city
• Contemporary Montréal  magnet for world-class talent, ground for new
happenings, incubator for innovative ideas
• feedback from visitors, locals, partners, clients and employees on their perceptions of the
destination and the brand image.
• focus groups, surveys and comments from a diverse range of sources
• #MTLmoments social media campaign  locals and visitors to share their personal
experiences in the city on Instagram, Twitter and Facebook

Research: Goal and results
• Goal: in-depth understanding of how both Montrealers and tourists
view the destination and how best to represent it.
• Result : vibrant and modern city, warm and creative, known for its
eclectic and irreverent personality
• new logo  all “highlight moments” of the year

* building boom  new cultural buildings in the city core & emphasis
on the links between them
* a series of strategic- planning
* partnerships between government and corporate entities
* culture near the top of the civic agenda.
It’ s not just branding!
Montreal as cultural
Metropolis!

“It’s not an expense any more, it’s an investment.”
• 10- year plan: cultural activity  major part of Montreal’s brand
“Montréal, métropole culturelle”
• Aim: to repurpose heritage buildings that been underused or empty
• 2005 program “Placements cultures”  private donations to arts
groups would be doubled or tripled by the state

City branding

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