Upload
mediation-fieldmarketing
View
225
Download
0
Embed Size (px)
Citation preview
8/4/2019 Geraldine Knudson
1/34
Boost your City BrandHow to positively influence the image of a city throughevents in the public space
Geraldine KnudsonCity Manager, Ville de Luxembourg
02. September 2011
8/4/2019 Geraldine Knudson
2/34
Titre vnement
The City
8/4/2019 Geraldine Knudson
3/34
Titre vnement
Luxembourg, an unusual city
94.000 inhabitants
65% foreigners
159 nations
100.000 daily commuters
8/4/2019 Geraldine Knudson
4/34
Titre vnement
Population
Year Total Luxembourgish Non Luxembourgish
1970 76.159 74.58% 25.42%
1990 75.902 57.43% 42.57%*
2009 91.105 35.08% 64.92%
2010 94.000 35.00% 65.00%
* Sept. 1994: 50/50
8/4/2019 Geraldine Knudson
5/34
8/4/2019 Geraldine Knudson
6/34
Titre vnement
Economy
Industry Services
Luxembourg is the key driver of economic growth inthe Greater Region
Talents (a skilled workforce) are needed to sustaineconomic development
8/4/2019 Geraldine Knudson
7/34Titre vnement
Accessibility:
TGV connection to Paris Intern. Airport 10 min. from city center
Offer:
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)
Ambiente: 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
Image: Acknowledged international orientation of the City Luxembourg City - Multiplicity
Conferences - Strengths
8/4/2019 Geraldine Knudson
8/34
Titre vnement
Luxem-bourg
Maastricht Dresden Wien
Facilities for
+ 300
persons
19(ca. 28.000
seats)
3(ca. 7.600
seats)
23(ca. 27.800
seats)
36(ca. 69.300
seats)*
Selection Kongress-
zentrum
Kirchberg
(1.400)
Luxexpo
(3.200)
Abbaye de
Neumnster
(543)
MaastrichtsExpositie &CongresCentrum(MECC)5.900 )
Intern. Con-gress Center/Maritim Hotel(4.900)Konferenz-zentum
MesseDresden(6.700)
Kulturpalast(3.800)
Stadthalle(18.700)
Austria CenterVienna(10.100)
Reed ExhibitionsMesse WienCongress Center(3.200)
University Wien
Quelle:CIMA*: ohne Kapazitten der Hochschule
Conferences - Facilities
8/4/2019 Geraldine Knudson
9/34
Titre vnement
The Brand
8/4/2019 Geraldine Knudson
10/34
Titre vnement
Why brand a city?
Competition amongst cities
Guarantee sustainable economic growth throughclear and positive positioning
- Regionally and internationally
Key target groups: Talents, visitors, investors
8/4/2019 Geraldine Knudson
11/34
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, ...)
8/4/2019 Geraldine Knudson
12/34
Titre vnement
Luxembourg City - the identity
Small but cosmopolitan
- European capital, center for national, EUdecisions
- Economic driver of the greater region
- Diversified offer (culture, events, shopping,
leisure, food, children)- Multicultural population, open, tolerant and
welcoming atmosphere
8/4/2019 Geraldine Knudson
13/34
Titre vnement
Luxembourg City - the identity
Quality of life
- Small, safe, green, clean
- Proximity (nature, leisure, work, home but alsoin terms of decision making)
- Traditions are being respected
- Most appreciated by families with (smaller)children
- In short: A European capital with human
dimensions
8/4/2019 Geraldine Knudson
14/34
Titre vnement
Luxembourg City the brand
Multiplicity
Not just a sloganbut the essence of the citysidentity
High emotional recognition
Applicable to all communication of the city
8/4/2019 Geraldine Knudson
15/34
Titre vnement
Brand essence
Multicultural, dynamic natural and close to its people,
Luxembourg city is a model of a capital with humandimensions of which many can dream if just for a fewdays, or to build their lives
8/4/2019 Geraldine Knudson
16/34
Titre vnementwww.vdl.lu
8/4/2019 Geraldine Knudson
17/34
Titre vnementwww.vdl.lu
8/4/2019 Geraldine Knudson
18/34
Titre vnementwww.vdl.lu
8/4/2019 Geraldine Knudson
19/34
Titre vnement
The Events
8/4/2019 Geraldine Knudson
20/34
Titre vnement
Events and Image
All events organised within the city should reflect the
citys image and identity in their content as well asthrough their professional and efficient organisation
Several hundred events per year
Investment VDL: +/- 6 mio. EUR including personnelcost, logistics, etc.
8/4/2019 Geraldine Knudson
21/34
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
8/4/2019 Geraldine Knudson
22/34
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
8/4/2019 Geraldine Knudson
23/34
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 deLuxembourg, 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
8/4/2019 Geraldine Knudson
24/34
Titre vnement
Event objectives
4. Events re-gaining public space (local)
- Kinnekswiss (sports and leisure animation in the city park)
8/4/2019 Geraldine Knudson
25/34
Titre vnement
Event objectives
5. Touristic events (local)
- Summer in the City
- Concerts on Place dArmes
- StreetArtAnimation
- Samedi en couleur
- Changement de Garde- ...
8/4/2019 Geraldine Knudson
26/34
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
8/4/2019 Geraldine Knudson
27/34
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
8/4/2019 Geraldine Knudson
28/34
Titre vnement
Overall event strategy
Planning / coordination
Organisation
Marketing and communication
Measuring ROI
Align Events with City Image
8/4/2019 Geraldine Knudson
29/34
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
8/4/2019 Geraldine Knudson
30/34
Titre vnement
The way forward
Coordination
- Several hundred events in the public space eachyear
- Working Group Events
- Creation of an events charter
8/4/2019 Geraldine Knudson
31/34
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)
8/4/2019 Geraldine Knudson
32/34
Titre vnement
The way forward
Organisation
- Enhancing safety and security
- Reducing disturbance through noise, waste andimproper behaviour
- Waste management (deposit and re-usable cups)
8/4/2019 Geraldine Knudson
33/34
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
8/4/2019 Geraldine Knudson
34/34
Merci pour votre attention.