Download - Presentation 148
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From Barcelona to Barcelona.
A positioning trip
Marc Puig i Guàrdia.
Chief Marketing & Communications Officer. Barcelona City Council
BARCELONA
INSPIRES
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INTRODUCING
THE NEW
BARCELONA
BRAND
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HOW DID THE
BARCELONA BRAND
BECOME “INSPIRING”?
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To become one of the leading cities for business,
innovation and creativity
HOW DID THE BARCELONA BRAND BECOME INSPIRING?
OBJECTIVE
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HOW DID THE BARCELONA BRAND BECOME INSPIRING?
STRATEGIC
SECTORS
HEALTH
CULTURE AND
EVENTS
BUSINESS DESIGN &
CREATVITY
LOGISTIC
TECHNOLOGY AND
INNOVATION
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AN INSPIRING
POSITIONING
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SUB-PORTADAS
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AN INSPIRING POSITIONING
(Culture of innovation + Culture of happiness)
BARCELONA, the capital that inspires
Innovation Hapiness Barcelona
Inspires
Catalonia
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REPOSITIONING THE
BARCELONA BRAND
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REPOSITIONING THE BARCELONA BRAND
1- Creating new city assets
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REPOSITIONING THE BARCELONA BRAND
2- Increasing the return of big scale events
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REPOSITIONING THE BARCELONA BRAND
3- Launching new strategic campaigns 3.1 The new storytelling campaign
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3.2 To descentralise turism from city center
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3.3 To attract technology, innovation & prototyping business
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REPOSITIONING THE BARCELONA BRAND
4- Digital Presence
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REPOSITIONING THE BARCELONA BRAND
5- New marketing tools
Adobe & Barcelona:
THE CITY MARKETING LAB
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THE RESULTS
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THE RESULTS
6th position at “First cities Global Brand
survey” conducted by Saffon consulting
and The Guardian (2014)
iCapital of Europe 2014
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THE RESULTS
Attracts talent & business Barcelona Best European city
in terms of quality of life
for its employees
Engages its citizens Barcelona has improved its image
amongst its citizens by 35%
between 2012 and 2014
Embraces global events 4th world city organizing
congresses and conferences.
GSMA Mobile World Congress
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THANKS