Geraldine Knudson

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    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

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    Titre vnement

    The City

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    Titre vnement

    Luxembourg, an unusual city

    94.000 inhabitants

    65% foreigners

    159 nations

    100.000 daily commuters

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    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

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    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

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    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

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    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

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    Titre vnement

    The Brand

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    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

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    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, ...)

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    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

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    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

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    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

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    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

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    Titre vnementwww.vdl.lu

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    Titre vnementwww.vdl.lu

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    Titre vnementwww.vdl.lu

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    Titre vnement

    The Events

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    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.

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    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

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    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

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    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

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    Titre vnement

    Event objectives

    4. Events re-gaining public space (local)

    - Kinnekswiss (sports and leisure animation in the city park)

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    Titre vnement

    Event objectives

    5. Touristic events (local)

    - Summer in the City

    - Concerts on Place dArmes

    - StreetArtAnimation

    - Samedi en couleur

    - Changement de Garde- ...

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    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

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    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

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    Titre vnement

    Overall event strategy

    Planning / coordination

    Organisation

    Marketing and communication

    Measuring ROI

    Align Events with City Image

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    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

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    Titre vnement

    The way forward

    Coordination

    - Several hundred events in the public space eachyear

    - Working Group Events

    - Creation of an events charter

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    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)

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    Titre vnement

    The way forward

    Organisation

    - Enhancing safety and security

    - Reducing disturbance through noise, waste andimproper behaviour

    - Waste management (deposit and re-usable cups)

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    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

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    Merci pour votre attention.