Scribd Logo
Upload

Welcome to Scribd!

  • 172 views

    Boost Your City Brand: How To Positively Influence The Image of A City Through Events in The Public Space

    Uploaded by

    Mediation Fieldmarketing
    Luxembourg City aims to positively influence its image through public events. As the population becomes increasingly diverse, events must reflect the city's identity as small but cosmopolitan and emphasize its quality of life. The city invests millions in various annual events to achieve objectives like influencing its brand of "multiplicity," celebrating traditions, fostering community, and attracting tourists. Going forward, the city wants events better aligned with this image through clear objectives, professional organization, effective communication, and impact measurement. Coordination, safety, reduced disturbance, and family-friendly content are priorities to enhance the city's brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    Boost Your City Brand: How To Positively Influence The Image of A City Through Events in The Public Space

    Uploaded by

    Mediation Fieldmarketing
    172 views34 pages
    Luxembourg City aims to positively influence its image through public events. As the population becomes increasingly diverse, events must reflect the city's identity as small but cosmopolitan and emphasize its quality of life. The city invests millions in various annual events to achieve objectives like influencing its brand of "multiplicity," celebrating traditions, fostering community, and attracting tourists. Going forward, the city wants events better aligned with this image through clear objectives, professional organization, effective communication, and impact measurement. Coordination, safety, reduced disturbance, and family-friendly content are priorities to enhance the city's brand.

    Original Description:

    Original Title

    Geraldine Knudson

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Luxembourg City aims to positively influence its image through public events. As the population becomes increasingly diverse, events must reflect the city's identity as small but cosmopolitan and emphasize its quality of life. The city invests millions in various annual events to achieve objectives like influencing its brand of "multiplicity," celebrating traditions, fostering community, and attracting tourists. Going forward, the city wants events better aligned with this image through clear objectives, professional organization, effective communication, and impact measurement. Coordination, safety, reduced disturbance, and family-friendly content are priorities to enhance the city's brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    172 views34 pages

    Boost Your City Brand: How To Positively Influence The Image of A City Through Events in The Public Space

    Uploaded by

    Mediation Fieldmarketing
    Luxembourg City aims to positively influence its image through public events. As the population becomes increasingly diverse, events must reflect the city's identity as small but cosmopolitan and emphasize its quality of life. The city invests millions in various annual events to achieve objectives like influencing its brand of "multiplicity," celebrating traditions, fostering community, and attracting tourists. Going forward, the city wants events better aligned with this image through clear objectives, professional organization, effective communication, and impact measurement. Coordination, safety, reduced disturbance, and family-friendly content are priorities to enhance the city's brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 34

    Boost your City Brand

    How to positively influence the image of a city through events in the public space

    Geraldine Knudson City Manager, Ville de Luxembourg 02. September 2011

    The City

    Titre vnement

    Luxembourg, an unusual city


    94.000 inhabitants 65% foreigners 159 nations 100.000 daily commuters

    Titre vnement

    Population

    Year 1970 1990 2009 2010

    Total 76.159 75.902 91.105 94.000

    Luxembourgish 74.58% 57.43% 35.08% 35.00%

    Non Luxembourgish 25.42% 42.57%* 64.92% 65.00%

    * Sept. 1994: 50/50

    Titre vnement

    Employment

    Titre vnement

    Economy
    Industry Services

    Luxembourg is the key driver of economic growth in the Greater Region Talents (a skilled workforce) are needed to sustain economic development

    Titre vnement

    Conferences - Strengths

    Accessibility: Offer:

    TGV connection to Paris Intern. Airport 10 min. from city center Shopping all main international brands are present High quality gastronomy from star restaurants to traditional cuisine Nightlife City Centre, Clausen, Hollerich Touristic highlights - Place dArmes, Place Guillaume II, Quartier Grund, UNESCO world heritage (historic city center, Bock) Vast choice of 3, 4 and 5 star hotels High quality multilingual cultural offer: Museums(mile), Theatres, Music (Philharmonie) Manageability & short distances everything within walking distance Old town was made UNESCO- world heritage site Individual profile of the quartier Grund International / EU administration on Kirchberg

    Ambiente:

    Image:

    Acknowledged international orientation of the City Luxembourg City - Multiplicity

    Titre vnement

    Conferences - Facilities
    Luxembourg Facilities for + 300 persons Selection 19 (ca. 28.000 seats) Kongresszentrum Kirchberg (1.400) Luxexpo (3.200) Abbaye de Neumnster (543) Maastricht 3 (ca. 7.600 seats) Maastrichts Expositie & Congres Centrum (MECC) 5.900 ) Dresden 23 (ca. 27.800 seats) Intern. Congress Center/ Maritim Hotel (4.900) Konferenzzentum Messe Dresden (6.700) Kulturpalast (3.800) Wien 36 (ca. 69.300 seats)* Stadthalle (18.700) Austria Center Vienna (10.100) Reed Exhibitions Messe Wien Congress Center (3.200) University Wien

    Quelle:CIMA *: ohne Kapazitten der Hochschule


    Titre vnement

    The Brand

    Titre vnement

    Why brand a city?


    Competition amongst cities Guarantee sustainable economic growth through clear and positive positioning
    Regionally and internationally

    Key target groups: Talents, visitors, investors

    Titre vnement

    How did / does the brand develop


    SWOT analysis / Image screening of the City Think Tanks with +/- 120 participants General orientation manifest (Leitbild) Brand vision, slogan, new visual identity Adaptation of product (communication, events, public space, commerce, ...)

    Titre vnement

    Luxembourg City - the identity


    Small but cosmopolitan
    - European capital, center for national, EU decisions - Economic driver of the greater region - Diversified offer (culture, events, shopping, leisure, food, children) - Multicultural population, open, tolerant and welcoming atmosphere
    Titre vnement

    Luxembourg City - the identity Quality of life


    - Small, safe, green, clean - Proximity (nature, leisure, work, home but also in terms of decision making) - Traditions are being respected - Most appreciated by families with (smaller) children - In short: A European capital with human dimensions
    Titre vnement

    Luxembourg City the brand


    Multiplicity
    Not just a slogan but the essence of the citys identity High emotional recognition Applicable to all communication of the city

    Titre vnement

    Brand essence
    Multicultural, dynamic natural and close to its people, Luxembourg city is a model of a capital with human dimensions of which many can dream if just for a few days, or to build their lives

    Titre vnement

    www.vdl.lu Titre vnement

    www.vdl.lu Titre vnement

    www.vdl.lu Titre vnement

    The Events

    Titre vnement

    Events and Image


    All events organised within the city should reflect the citys image and identity in their content as well as through their professional and efficient organisation Several hundred events per year Investment VDL: +/- 6 mio. EUR including personnel cost, logistics, etc.

    Titre vnement

    Event objectives
    1. Events directly influencing the brand image (diversity, creativity, innovation, openness, tolerance, ...) - national and international level
    - Design City - Colophon (we love magazines) - Discovery Zone International Film Festival

    Titre vnement

    Event objectives
    2. Traditional events celebrating the strong roots of the Luxembourgish community (national / regional)
    Buergbrennen Emaischen (easter market) Octave (pilgrimage) National Holiday Schueberfouer X-mas market

    Titre vnement

    Event objectives
    3. Events fostering community building and integration improving image (national/regional)
    - Open air music festivals (Rock um Knuedler, Blues & Jazz) - Sports events (Marathon, City Jogging, Urban Trail, Tour de Luxembourg, Gala Tour de France, WTA Tennis tournament) - Open air cinema, public viewing - Rencontre des Nations multicultural football match, Duckrace, Kanner in the City, Kannerparade - Neighbours day

    Titre vnement

    Event objectives
    4. Events re-gaining public space (local)
    - Kinnekswiss (sports and leisure animation in the city park)

    Titre vnement

    Event objectives
    5. Touristic events (local)
    Summer in the City Concerts on Place dArmes StreetArtAnimation Samedi en couleur Changement de Garde ...

    Titre vnement

    Align Events with City Image


    Status quo:
    - Many events are historically grown - Decisionmaking with unclear objectives - No clear idea of impact on image and environment

    Titre vnement

    Align Events with City Image Goal: Each event


    - has a clear objective - Defined target group - Clear and concise messages - is professionally organized and marketet and - its impact (also on the city image) is measured

    Titre vnement

    Align Events with City Image


    Overall event strategy Planning / coordination Organisation

    Marketing and communication


    Measuring ROI
    Titre vnement

    Challenge ahead
    - Improving existing events to match the image of the city - Declining events without a clear objective - Adding new events which enhance image

    Titre vnement

    The way forward


    Coordination - Several hundred events in the public space each year - Working Group Events - Creation of an events charter

    Titre vnement

    The way forward


    Communication - Information to a multicultural population (local, regional, international) - Reducing negative impact of an event through information and transparency (i.e. mobility)

    Titre vnement

    The way forward


    Organisation - Enhancing safety and security - Reducing disturbance through noise, waste and improper behaviour - Waste management (deposit and re-usable cups)

    Titre vnement

    The way forward


    Content - According to image and key target groups - Familiy oriented no binge parties - Focus on live music as opposed to techno - Quality of interventions, overall esthetics

    Titre vnement

    Merci pour votre attention.

    You might also like