The document proposes a branding strategy for Athens to highlight its innovation, culture, sustainability, and human capital. The vision is to position Athens as a smart global city and dissolve negative stereotypes from the economic crisis. The strategy focuses on four pillars: innovation-startups-education, arts and culture, green solutions, and human resources. Actions include creating tech and art hubs, forums, websites, social media to engage citizens and promote the city's projects and partnerships. The goal is to optimize optimism for Athens as a place to live and do business.

1. CU @ Athens
Cultural Marketing and Communication - Athens Co-Creation Branding Project
Panteion University of Social and Political Sciences
Department of Communication, Media and Culture
MSc Cultural Managament
A branding proposition for Athens
Ksanthi Katsiapi, Anna Mitilinaiou, Zoi Xanthopoulou, Efi Palli, George Tzioumaris

3. OUR VISION
To highlight the “smartness” of Athens in order to take its
rightful place among the smartest cities, globally.
To create a concrete, diachronic and clear identity that will
showcase Athens’ unique vibrant reality and distinctive
potentials; one that will be representative of all the local residents
and easily perceived by the global village.
To dissolve the stereotypes that are being coined from the
negative publicity worldwide, due to the crisis.

4. OUR STRATEGY
Our branding strategy is based on four primary pillars.
These are expected to engulf most of the social, cultural and
economic aspects and actions that take place in Athens.
Our goal is to engage the public and private sector, citizens
and tourists, investors, stakeholders and entrepreneurs as well as
local universities.

5. Innovation-Start-ups-Education

6. Arts and culture

7. Green Solutions

8. Human resources

9. OPTIMISM
OPTIMISM

11. HOPE

12. IMPLEMENTATION – ACTIONS
 Creation of tech hubs and art hubs in selected areas of the city
where similar actions are grouped  urban regeneration
 Establish annual forums of
innovation, sustainability, entrepreneurship and start-ups in
collaboration with universities, corporations and public
organizations.
 Promote cooperation of public and private sector.
 Green solutions: green roofs and balconies

13.  Creation of a website that will be the primary pillar of Athens’
branding, where we will promote our key
projects, videos, collaborations and partnerships, sponsors
 participation of the citizens
evolution into a mobile app over the next 2-3 years
take advantage of google travel 2014, collaboration with
touristic offices and agencies
 Creation of a Facebook page, twitter account, YouTube channel
and Vimeo in order to make our actions well known.

14. This is the place you want to be,
This is the place you want to live,
So do it!
CU @ Athens

15. LINKS
•http://www.imerisia.gr/article.asp?catid=26519&subid=2&pubid=113040774
•http://www.emea.gr/startupbootcamp-open-pitch-day-athens-
%cf%80%ce%b1%cf%81%ce%bf%cf%85%cf%83%ce%b9%ce%ac%cf%83%ce%b5%ce%b9%cf%82/339
038
•http://www.mke.aueb.gr/%CE%B4%CE%B9%CE%B1%CE%B3%CF%89%CE%BD%CE%B9%CF%83%
CE%BC%CF%8C%CF%822013/%CE%B4%CE%B9%CE%B1%CE%B3%CF%89%CE%BD%CE%B9%C
F%83%CE%BC%CF%8C%CF%82-
2012/%CE%BD%CE%B9%CE%BA%CE%B7%CF%84%CE%AD%CF%82
•http://www.ennovation.gr/previous-competitions/ennovation-2011/?lang=EL
•http://greekinnovationexpo.gr/
•http://dasta.uowm.gr/career/%CE%B5%CE%BA%CE%B4%CE%B7%CE%BB%CF%8E%CF%83%CE%
B5%CE%B9%CF%82%CE%B1%CE%BD%CE%B1%CE%BA%CE%BF%CE%B9%CE%BD%CF%8E%
CF%83%CE%B5%CE%B9%CF%82/%CF%84%CE%BF-startup-live-athens-%CE%BC%CE%B5-
%CE%B8%CE%AD%CE%BC%CE%B1-%CF%84%CE%B7-
%E2%80%9C%CE%B2%CE%B9%CF%8E%CF%83%CE%B9%CE%BC%CE%B7-
%CE%B5%CF%80%CE%B9%CF%87%CE%B5%CE%B9%CF%81%CE%B7%CE%BC%CE%B1/

16. •http://www.cityofathens.gr/episkeptes/aksiotheata/moyseia
•http://www.cityofathens.gr/episkeptes/aksiotheata/arxaiologikoi-xoroi
•http://www.greekfestival.gr/en/
•http://www.athensinfoguide.com/nlcinemas.htm
•http://www.cityofathens.gr/en/technopolis-venues-0
http://www.ypeka.gr/Default.aspx?tabid=589&language=el-GR
http://www.express.gr/news/ellada/566521oz_20080225566521.php3
http://atenistas.org/2013/04/25/kypseli/
http://glovo.com.gr/
http://volunteer4greece.gr/S/v4g/
http://www.aftodioikisi.gr/dimoi/koridallos-kremastres-allilengiis-gia-ti-sigkentrosi-kai-antallagi-agathon
http://www.citybranding.gr/2012/09/blog-post_15.html
http://www.citybranding.gr/2012/08/blog-post_1697.html#more
http://www.autotriti.gr/data/news/preview_news/111657.asp
http://www.imerisia.gr/article.asp?catid=26515&subid=2&pubid=113002065

17. Katsiapi Ksanthi Mitilinaiou Anna Xanthopoulou Zoi
Palli Efi Tzioumaris George
Cultural Marketing and Communication- Athens Co-Creation Branding Project
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and
Public Relations Lab
Department of Communication, Media and Culture, Panteion University