City branding campaigns

Cultural marketing | Betty TsakarestouTeam: Anagnostaki Eva, Koukouli Marilena,

Mavriki Rania, Rizou Anastasia

Madrid | Lyon

Madrid

It’s the Spanish capital, yet city branding aficionados fall for Barcelona

City branding as part of its 3rd consecutive bid for the Olympics.

QS Best Student Cities ranking: 22nd

According to the Reputation Institute Well-known city with a strong reputation & significant Reputation halo (emotional > rational)

It hosted the “European Cities Marketing meeting” for the first time, in February 2016, focused on “democratic city branding”.

30th place in the Global Liveability Ranking of 2015 (EUI)

Why Madrid?

According to Richard Florida (2011), Madrid ranked 14th in “The 25 Most Economically Powerful Cities in the

World”

Recession & unemployment?

Madrid or maybe Madriz?

You are probably familiar with...

Real Madrid, Santiago Bernabeu, Prado, Reina Sofia

But..did you know that? Madrid is the 3rd largest European city

It’s one of the most popular international students destination

It’s the highest capital city in Europe and one of the sunniest

Madrid’s river is Manzanares

It΄s the European city with the highest number of trees and green

surface per inhabitant

Currently, there is a plan on behalf of the mayor for car banning in the

centre and bike lane construction

13th in the Economist Intelligence Unit Special Report

Madrid ranked 13th in the Economist Intelligence Unit special report of 2012. The Economist Intelligence Unit (EIU) teamed up with data sharing company BuzzData and hosted a competition offering users the opportunity to combine data from the Worldwide Cost of Living and Liveability surveys with other sources to provide a ranking of their own.

City branding

“Promoción Madrid” the agency for the city’s marketing. 100% financed and run by the city hall. It offers 4 main communication channels:

Website: www.esmadrid.com TV channel: esMADRIDtv Magazine: esMADRIDmagazine Mobile apps: esMADRIDmόvil

Goal promote Madrid’s image and inform about its cultural, touristic, recreational and business assets

“Madrid is for everyone” claim www.esmadrid.com/en/choose-your-madrid

City branding

So, what is Madrid? In 2005, Landor was asked to develop a unique, differentiating

positioning for Madrid→ lack of specific landmarks, the emotional

draw was the lifestyle but not really known

Research has corroborated that Madrid is a surprise to many

visitors. The surprise consists of finding a world-class transport

infrastructure, a dynamic economy etc. In short, they find a great

European capital.

NEED TO BUILD A CLEAR IMAGE?

Campaigns by “Promociόn Madrid”

[2010 Madrid] about you

Key Points: Arts & Culture, Business feeling, Luxury & Relaxed lifestyle, Sightseeing, Gastronomy,Nightlife

Campaigns by “Promociόn Madrid”

[2011] Madrid. A way of life

Key Points: Good weather, Friendly & Open-minded People, Arts & culture, Food, Family destination, Parks, Nightlife.

Campaigns by “Promociόn Madrid”

[2014] Madrid, reserved for you

Key Points: Good weather, Culture, Food, Shopping, Parks

Campaigns by “Promociόn Madrid”

[2016] Madrid, a city where everyone is welcome.

Key Points: Madrid feels like home and is accesible to everyone

Madrid’s campaigns at a glance Metropolis with a feeling of home, open-minded and friendly people,

business centre, arts and culture destination, entertainment, shopping,

food, fiesta, parks.

But City branding so far focuses more on promoting Madrid, rather that

involving the local community.

Initiatives for the locals seem to be independent from the city

branding/touristic approach The locals’ spirit and easy-going lifestyle are almost absent from the

city branding campaigns

Is “Madrid for everyone” effective or a more precise image needs to be built?

LYON

France

ONLYLYON campaign

Why LYON? Smart city Top quality Universities Artistic city Business friendly Festival de la lumierewww.youtube.com/watch?

v=0SJ0J0DAUoc

501,000 inhabitants

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 knownGenerate appreciation for LyonBring people to Lyon

→ with 28 private and public partners

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 & Singapore | Lyon is

33rd

the campaign || Main sectors of interest

1. Innovation, part of Lyon’s DNA

Lyon as the first smart city in France www.youtube.com/watch?v=kjo_TSOOTsM

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 2014in 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

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

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)

the campaign || Main sectors of interest

5. Excellence in Education

10% international students

46th Best Student City, according to QS

6. Sports & Leisure

the campaign || How they did it?

Communication tools

“Addicted to Lyon” Campaign (since 2013) →

storytelling approachAmbassadors

http://www.onlylyon.com/en/

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

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.

the campaign

Results

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:

www.grandlyon.com/fileadmin/user_upload/

media/images/institution/

20141218_gl_competencesmetropole_1200

.jpg

Thoughts & Critiques

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 abot you, 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.

About the campaign...

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.

Conclusion for both cities

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.

• es.globedia.com/campana-promocion-turistica-2011-ciudad-madrid• http://blog.bolden.fr/french-tech-definition-objectifs-enjeux/ • http://s3-eu-west-1.amazonaws.com/papillon-local/uploads/14/33/social%20media%20onlylyon.pdf• www.citylab.com/commute/2013/12/madrids-big-plan-swear-cars/7744/• www.citylab.com/work/2011/09/25-most-economically-powerful-cities-world/109/#slide14• www.esmadrid.com/ • www.grandlyon.com/ •www.imercer.com/content/mobility/rankings/index.html?mkt_tok=3RkMMJWWfF9wsRovuKvJce/hmjTEU5z16ustXqezhpx41El3fuXBP2XqjvpVQcRlNLDORw8FHZNpywVWM8TIKdIRt9F4PQznCWg%3D • www.lyon.fr/page/accueil.html • www.madrid-destino.com/en/72-tourism/tourism-news/1222-madrid-hosts-the-european-cities-marketing-meeting-for-the-first-time• www.onlylyon.com/en/• www.topuniversities.com/best-student-cities

Links

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