City branding campaigns

Cultural marketing | Betty Tsakarestou

Team: Anagnostaki Eva, Koukouli Marilena,

Mavriki Rania, Rizou Anastasia

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?

Food for thought

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

• 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.imercer.com/content/mobility/rankings/index.html?mkt_tok=3RkMMJ

WWfF9wsRovuKvJce/hmjTEU5z16ustXqezhpx41El3fuXBP2XqjvpVQcRlNLD

ORw8FHZNpywVWM8TIKdIRt9F4PQznCWg%3D

•www.madrid-destino.com/en/72-tourism/tourism-news/1222-madrid-hosts-

the-european-cities-marketing-meeting-for-the-first-time

•www.topuniversities.com/best-student-cities

Links

THANK YOU!!!