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The biggest city marketing challenge: the city’s image

drs. Erik BraunEURICUR

Erasmus University Rotterdam

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What can you expect?

1. Introducing city marketing2. Explaining Image management3. Success factors

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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 city’s customers”

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

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Miffy loves New York City

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Miffy loves New York City

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Common criticism: city marketing is only….

city promotioncity communicationmaking money for the citya waste of public moneyin the interest of the business communityin the interest of property owners

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City marketing fundamentals

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

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Why city marketing?

Regional, national and international competition push citiesDissatisfaction with traditional planning proceduresCopycat behaviour: copy the efforts of successful citiesSpecific problem induces cities to adopt city marketingLast but not least: Cities struggle to bridge their perception gap

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Who are the city’s main customer groups?

Institutional investors (f.i. Pension funds)

InvestorsPotential

ICT-companies, retail, financial companies, etc

CompaniesPotential

Excursionists, city-breakers, etc.

VisitorsPotential

Families, students, knowledge workers, ‘silver sets’ etc.

InhabitantsPotential

ExamplesCustomers

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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

BrandingCity websites(Sporting or Cultural) EventsLandmark buildings & projectsArchitecture & public spaceCitizen involvement; civic prideUrban 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 productsBrands 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 imageIdentity is rooted in the community

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Urban Stakeholders

City’s imageas a place to:•Live•Work•Invest•Visit•Recreate•Shop•Etc.

City’s imageas desired byPolicyMakers

PerceptionPossible

GAPBlack Box?

City identity

Perception, Image and 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