The biggest city marketing challenge: the citys image

drs. Erik Braun EURICUR Erasmus University Rotterdam

What can you expect?

1. Introducing city marketing 2. Explaining Image management 3. Success factors

City marketing: quotes from the media

Selling the city Putting your city on the map Positioning the city A weapon in city competition Consider the demand of the citys customers

"Get your hair done Marge, Bill Clinton's coming to town"

Miffy loves New York City

Miffy loves New York City

Common criticism: city marketing is only.

city promotion city communication making money for the city a waste of public money in the interest of the business community in the interest of property owners

City marketing fundamentals

Public objectives City marketing serves the interests of the city in all aspects (citizens, companies, government) City marketing is not an objective but instrumental to urban management City marketing is part of the democratic process City marketing is part of the place marketing family

Why city marketing?

Regional, national and international competition push cities Dissatisfaction with traditional planning procedures Copycat behaviour: copy the efforts of successful cities Specific problem induces cities to adopt city marketing Last but not least: Cities struggle to bridge their perception gap
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Who are the citys main customer groups?

Customers Potential Inhabitants Examples Families, students, knowledge workers, silver sets etc. Excursionists, citybreakers, etc. ICT-companies, retail, financial companies, etc Institutional investors (f.i. Pension funds)
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Potential Potential Potential

Visitors Companies Investors

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The city customers have more options to locate or go!!!!

1. It has become essential to tie local residents and firms to a place, and to attract outside interest in the place 2. Perceptions are crucial in decision making of residents, companies, investors and visitors

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Key challenge in city marketing:

Image Management

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City Image
City Image is the (collective) perception of the city - or city functions - by the stakeholders (CRII-project working definition) There is not just one city image!

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What cities do to change their image

Branding City websites (Sporting or Cultural) Events Landmark buildings & projects Architecture & public space Citizen involvement; civic pride Urban communication policy (PR, media relations etc.) Sports team or cultural institution
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Example 1: Branding
A brand is more than a label or umbrella of products Brands bring to mind distinct images, associations, and experiences. Brands are not only a source of differentiation, but also of identification, recognition, continuity and collectivity. Schmitt (1999) a brand is a rich source of sensory, affective and cognitive associations that result in memorable brand experiences
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Branding Amsterdam

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Building a brand for Birmingham

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Building a brand for Birmingham

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Building a brand for Birmingham

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Building a brand for Birmingham

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B for Barcelona

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Basel beats differently

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Basel beats differently

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Example 2: websites

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Example 3: Events

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Events

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Events

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Events

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Events: Cultural Capital 2004?

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Events: Cultural Capital 2004?

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Example 4: Landmark buildings & projects; Architecture & Design

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Bullring in Birmingham

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Euralille

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Tampere

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Siena Piazza del Campo

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6. Civic involvement & civic pride

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"Get your hair done Marge, Bill Clinton's coming to town"

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A difficult concept: urban identity

Kotler states that you can create and design identities for places: places are, indeed, products whose identities and values must be designed and marketed Murray presents a different view: identities can not be designed but need to be discovered

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City Image related to City Identity

City Identity concerns the identification with place and space, and pride in and of that place and space and its heritage Identity is not the same as image Identity is rooted in the community

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Perception, Image and Identity

Citys image as desired by Policy Makers

Urban Stakeholders

Black Box?

Perception

Citys image as a place to: Live Work Invest Visit Recreate Shop Etc.

Possible GAP

City identity
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But also:
Handing the city over to commerce Rotterdam Cultural Capital is threatened by city marketing Quote from the director of the largest museum in Rotterdam in 2001 (Chris Dercon

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