AT Brand Project

Presentation

AT Brand Project

• AT Brand is: – Funded by the EU under INTERREG IVB – Atlantic Area Programme

– Co-Financed at 65% by ERDF (European Regional Development Funds)

– Scheduled on 17 months: from 01-01-2014 to 30-06-2015

• The 7 partners: – Dublin City Council (IE) [Lead Partner]

– Camara Municipal de Faro (PT)

– Fomento de San Sebastián (ES)

– Liverpool Vision (UK)

– Cardiff City Council (UK)

– Communaute d’Agglomération de La Rochelle (FR)

– Conference of Atlantic Arc Cities (FR)

AT Brand in short

• The AT (Atlantic) Brand Project focuses on innovative methods in integrated city branding.

• Rather than traditional approaches such as developing Logo’s and Slogans, an integrated approach looks to include stakeholders within the city to develop, explain and showcase the city’s narratives in a bid to reposition cities and make them more attractive.

Interreg IVB - Atlantic Area Programme

• European transnational cooperation programme

• It aims to contribute to the territorial cohesion of the Atlantic Area through the support of the cooperation between the participating regions

• It focuses on concrete realization, a long term strategic orientation, the exchange of experience as well as the transfer of knowhow between similar projects

INTERREG Atlantic Area

• 27 co-operation areas from 5 countries: The United Kingdom, Ireland, France, Spain and Portugal

• Sharing strong cultural identity, history and heritage in the Atlantic area as well as a similar geographical and maritime environment

• Facing similar issue: a long-term tradition of cooperation

INTERREG IV

AT Brand: Objectives

Strategic objective: make cities and regions more influential and attractive through networking

Project aim: explore the feasibility of a long-term strategy to co-brand the Atlantic area

Key actions: 1. A cross learning itinerary on innovative city brand management

2. Innovative Pilot Actions at local level

3. Transnational communication for the Atlantic brand

4. Roadmap of a co-branding strategy for the Atlantic Area

Key Action 1: Cross Learning Itinerary

• Increase the level of innovation and effectiveness in city brand management

• Develop a comprehensive model for Innovative city-brand management:

‒ fed by the findings of thematic workshops and comprehensives partner ‘state of play’ profiles

Key Action 2: Innovative Pilot Actions at local level

• Throughout partner cities are tasked with developing their own innovative pilot actions

• Initiatives within the project encompass such strategic themes as: ‒ multi-level governance

‒ crowd sourced and physical city branding

‒ targeting foreign and local talent

‒ stakeholder involvement through a flexible collaboration model

‒ mainstreaming the digital media and collective placemaking and city branding as a new concise strategic planning

Key Action 3: Transnational communication

• Create a complementary web-based toolkit for the Atlantic brand highlighting core brand messaging

– A set of elements for visual and narrative communication at the disposal of place branding practitioners in the area.

– The contents will result from a participatory research process

Key Action 4: Co-Branding Strategy for the Atlantic Area

Create a draft roadmap to explore the possibility of a long term branding strategy for the Atlantic Area by:

– Identifying shared narratives between partner city’s

– Intending to develop it into an overall strategy for the Atlantic area

References

Atlantic Area

• Atlantic Area IV - http://www.coop-atlantico.com/

• INTERREG Atlantic Area IV programme: http://ec.europa.eu/regional_policy/country/prordn/details_new.cfm?gv_PER=2&gv_PAY=PT&gv_reg=ALL&gv_PGM=1256&gv_defL=7&LAN=7

• Atlantic Area: http://ec.europa.eu/regional_policy/atlas2007/transnational/atlantic_coast_en.htm

• ATLANTIC AREA TRANSNATIONAL COOPERATION PROGRAMME 2014-2020 http://atlanticarea.ccdr-n.pt/atlantic-area-2014-2020-public-consultation/summary-en

• Atlantic Area Programme Priorities: http://www.seupb.eu/programmes2007-2013/interreg-overview/transnational/atlanticareaprogramme.aspx

City Branding

• A Roadmap for Branding Dublin: http://www.creativedublinalliance.ie/assets/2012/09/Branding-Dublin-Roadmap.pdf

• The Atlantic Arc: New translations for an old identity (pp. 309 a 326) - http://europe-direct-aveiro.aeva.eu/debatereuropa/

• Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, Vol. 16, No. 8, p. 520-531

Find more about on:

The website: www.atbrand.eu

Facebook: City Branding in the Atlantic Arc

Twitter: @At_Brand