2010年成都国际形象传播案091222[营销方案 广告媒体].pptVIP

CITY BRANDING CASES City branding cases Amsterdam and Rotterdam: participation model of branding Glasgow, Scotland Melbourne, Australia Citizens as stakeholders Infusing Culture into City Brand Moving up to world city status Amsterdam, 1984Seeds of ModernCity Branding “Amsterdamned”: a city marred by unemployment and the influx of drugs and civil unrest in its streets. The 1984 campaign focused not only on improving the city, but encouraging pride in its citizens. A mechanism for popular participation was the blank space left in the middle of the posters, people were even officially encouraged to add their own message. I amsterdamAmsterdams rich heritage and culture, its spirit of commerce, its innovative infrastructure, its livability and its creativity set it apart from other major European cities. Its time for Amsterdam to speak out for itself and make its relevance known in a proud, supportive and positive manner. With their current campaign, Amsterdam shows that city Branding is one of the relevant opportunities user-generated content. The ‘I Amsterdam’ campaign takes the citizens as its strongest brand asset. Rotterdam is currently working within public private cooperation in many different ways on city marketing, including strengthening the Rotterdam brand. Even more focus will be placed on these partnerships. It is the smart way to achieve a high level of impact on perception and awareness with a limited investment (and big multiplier). The core competences to be used and nurtured are: enthusiasm, willingness to play a role, combining the communication strengths of many parties, the networks, the creative ideas of Rotterdam’s businesses, institutions and individuals themselves, the gems in the city. The Rotterdam Brand Rotterdam is a young, international city on the water with a down-to-earth, decisive mentality. Br and values ? Ambition ? Change ? Involvement Style characteristics ? Proud ? Warm ? Personal Brand essence ? Resident