Riga_Walkshop_Aarhus
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This document provides information about the city of Aarhus, Denmark. Some key details include: - Aarhus has a population of 325,000 with 1.3 million people within an hour's drive and annual growth of 1.5%. Nearly half the population is under 30 years old. - It aims to be a good city for everyone, a city in progress, and a city that cooperates. It is home to a top 100 university with 50,000 students, around 15% of the population. - Aarhus will be the European Capital of Culture in 2017, providing a boost to construction and culture in the city. Hotel guests have increased 18.6% yearly. - The city
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Riga_Walkshop_Aarhus
- 1. Beautifully located between forest and sea in the middle of DenmarkBeautifully located between forest and sea in the middle of Denmark The population is young, 45% is under 30 years old 325,000 inhabitants, 1.3 million within one hour drive, yearly growth: 1,5% Aarhus political goals for the City a good city for everyone a city in progress a city that cooperates 1
- 2. Beautifully located between forest and sea in the middle of DenmarkBeautifully located between forest and sea in the middle of Denmark The population is young, 45% is under 30 years old 325,000 inhabitants, 1.3 million within one hour drive, yearly growth: 1,5% Aarhus political goals for the City a good city for everyone a city in progress a city that cooperates 2
- 3. Top 100 universityTop 100 university 50.000 students are enrolled at higher educational – That’s 15% of the population Highly educated population 3
- 4. Aarhus will be European Capital of Culture in 2017 .Aarhus will be European Capital of Culture in 2017 . Huge boost to the city, great opportunity to finish major project Construction is booming 18,6% yearly growth in overnight hotel guests Culture is flourishing 4
- 5. Aarhus’ approach to city brandingAarhus’ approach to city branding Constantly developing and adapting – it’s a model of corporation According to citymetric.com, 86 per cent of all defined city branding efforts fail. We will not measure our success in terms of exposure of a logo or the number of times the city’s name is mentioned – the important thing is that the city stakeholders work together to promote the activities that take place in the city and the things that make us proud. 5
- 6. Aarhus’ approach to city brandingAarhus’ approach to city branding Aim to supporting the city’s strategic development. And create a framework for integrated city marketing We position the city through supporting and promoting existing activities, organizations, events and businesses that support and exemplify the brand position. 6
- 7. A crowed-sourced brandA crowed-sourced brand Aarhus’ city brand was created in 2011 as part of the city’s business development plan. The brand was built upon an analysis of the city’s strengths, through focus groups within business clusters and a survey among the citizens. Precisely, 41 focus groups and meetings and a survey of 1,500 citizens, to find the ‘Aarhus DNA’. City wide innovation City wide innovation – The brand proposition is about proximity and trust Smart people from across sectors, flexibility This citywide approach to innovation enables Aarhus to get big thinkers to work together without barriers and the result is ideas and actions that are simply better. 7
- 8. Visual identityVisual identity Very open source – Helvetica and three colors …with Aarhus Invitation to join the fun + reference to “city wide innovation” working together to do thing better Create your own http://logogenerator.aarhus.dk/ 8
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- 12. Visual culture When you leave this conference what you will remember are the images you have seen in this presentation. Images that underline the city narrative, young, work together, livability common narrative Makes it easier to create impact. Rather than having businesses and individuals telling their own individual stories, everybody should have their personal version of the common narrative. city DNA and refer to the shared narrative of city wide innovation, progress and the four key differentiators in order to create a consistent image and brand identity for the city. 12
- 13. City branding team of 4 but only part time, equivalent to 1 person full time.City branding team of 4 but only part time, equivalent to 1 person full time. Creating a platform for integrated city branding 13
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