city branding: the case of lyon (france)
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City branding and smart city. How do these two work together at the example of Lyon? AthensCoCreation BrandingProject Panteion University Of Social And Political Sciences Department of Communication, Media and Culture MA in Cultural Management Course: Cultural Marketing and Communication Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations LabTRANSCRIPT
City Branding
Competing with cities like Paris can be extremely demanding…
Lyon, the east-central French metropolis has found a way to avoid
being completely overshadowed by the
French capital.
As early as 1989, Lyon launched its Plan
Lumière (illumination plan), based on the traditional fêtes des lumières, with the
artificial illumination of more than 200 buildings
and public spaces.
Since 2001 the festival, known all over Europe as a unique event,
has attracted more than 4 million visitors a year.
“The light has modified the cityscape, thereby creating a
genuine tourist attraction. The twofold nature involving
tradition and innovation, has permitted the Plan Lumière
to make the city a worldwide benchmark in the field”
• What is it?• What is it for?• How does it work?• And you?
ONLYLYON project
On January 30, 2007, the local economic and institutional actors
decided to join forces in a governance scheme, unique in France.
They created the ONLYLYON brand, an international signature for the city to ensure its promotion abroad.
What is it?
The Partners
ONLYLYON illustrates the city’s desire to assert its difference, its values, its identity, its personality
and its exclusivity.The project’s budget was 600.000 euros the first year and 1,5 million
euros the next ones.
What is it for?
ONLYLYON is in charge of promoting Lyon’s assets
and bringing its ambition to fruition: turning its economic development model into a reference among other
major European cities and establishing its international influence.
How does it work?
THE 4 PILLARS OF ONLYLYON APPROACH
1. Communication & marketing strategy with 2 elements
- a media campaign employed in major European airports
- a web marketing tool, aimed at improving ONLYLYON’s visibility
on the internet, as well as its reputation in social networks and
search engines
2. Area specific press relations to increase Lyon’s visibility in the
national and international media, to promote the city’s broad spectrum of expertise (light,
innovation, urban planning and culture)
Advertising Campaign
2008/9 campaign
2011 campaign
2013 campaign
Website
Social networks
3. A network of 15.000 ONLYLYON Ambassadors (CEOs, executives,
celebrities etc.) who promote the city during professional trips. Because the best people to promote Lyon are those who already contribute to its reputation
and influence.
4. Partnering events in order to advertise and promote the brand during well-publicized external
events in major European capitals.
ONLYLYON ONTOUR
And you?ONLYLYON targets the decision makers and consultants in major
European cities. It also invites every admirer and supporter of Lyon to
become an ambassador of the city and to express their pride and share their identity under the ONLYLYON
signature.
Results of ONLYLYON campaign
• Media visibility increased 1750%
• 48 millions of “followers” involved all around the world
• +60% impact on the international press
ONLYLYON SmartCityGreater Lyon's intelligent approach is based on 4 basicbuilding blocks:• an overall approach which includes all fields: energy,
mobility, new services, economic development, the environment, urban planning etc.
• putting the inhabitants at the heart of the strategy with the introduction of actual projects with real benefits
• a collaborative approach that includes all stakeholders: businesses, citizens partners academics and institutions
• smart city projects in order to test innovative solutions and check their technological viability.
GRIZZLY, innovative urban captors to optimise the
treatment of roads in winter
GRANDLYON Smartdata, to make public data available
Digital services, helping the city by developing new services
The Grand Lyon Experimentation Cell:
to facilitate the setting up of experiments deployment of high
speed fibre optic: to bring fibre optic to the 58 communes of the area by
2019
The Living Lab: to facilitate the development of new
products and services by public/private partnerships.
Creating the conditions for innovation, supporting and strengthening the ability of key
players in the area to innovate
Greater Lyon is reaching out to combine economic dynamism with sustainable development and wants to
become a test bed area for the design and development of innovative services and usages.
Greater Lyon smart city strategy
Lyon, where it’s good to do business
Greater Lyon enjoys a thriving entrepreneurial scene. This dynamic scene has been supported by
the actions of partners in the "Lyon Ville de l’Entrepreneuriat" programme (part of the Grand Lyon, l’Esprit d’Entreprise programme), aimed at
raising public awareness about business start-ups and supporting project initiators at every step of the
way.
Their ambition: “to make the urban area the number one business start-up zone in Europe”
Lyon is one of the six major European cities that property investors prefer*.
The take-up rates for office, activities and logistics premises, the limited rise in cost per square meter, competitive in relation to
the rest of Europe, are key factors bearing on the property situation in Lyon.
* Source: Study "Emerging Trends in Real Estate Europe 2008", published by the Urban Land Institute (ULI) and Price Waterhouse
Coopers in April 2008
Energy efficiency in buildingsIn France, buildings and property are responsible for 40% of energy
consumption and 25% of greenhouse-gas emissions. All efforts made in this sector will therefore have a real impact on the environment in the medium term. For several years now, Lyon has positioned itself on the
national stage as one of the forerunners of a cross-disciplinary approach to the problem.
Its objective now is to become a European pioneer in the field of sustainable development.
Energy Projects
•Watt&Moi: a new way of monitoring consumption of Linky electricity
•Smart Electric Lyon: a very large scale demonstrator, upstream of the meter which involves 25,000 households
...an offshoot of Agenda 21 and is focused on the achievement
of European objectives on greenhouse gases and
renewable energy. In 2012 the action plan was voted - it
gathers together contributions from fifty or so institutional,
academic, private partners and citizens.
The Greater Lyon Climate Plan...
Sustainable transportation, accessibility
- Conveniently located on the route down to the Mediterranean- France's second largest airport zone- TGV high-speed train connections to Paris, Marseille, Geneva, London and Brussels - Vélo’V bike-hire scheme- 4 metro lines, including an automatic line;- 3 tramway lines;- 2 funicular railways;- 120 bus and trolley lines;- 343 Vélo’v self-service bicycle hire points offering 4,000 bicycles.
The ‘Innovation Cities Top 100 Index 2011’, performed by the Australian agency 2thinknow, ranked Lyon in 8th place in the innovative cities
index out of 331 cities in 2011.
Lyon climbed up one place compared with the 2010
results to confirm its designation as an area of
dynamic growth and innovation. The index is based on 162 different ‘indicators of
innovation’, among them: property prices, mobility
(public transport), cultural exchange and scientific
research.
Lyon, 2012 Web Capital of the World
The world web conference is the event for all web actors: researchers, industrial players, users etc. During
the event, you can get an idea of the latest web developments and their technological, human,
sociological and philosophical effects. This event is an exploration of the web’s perpetually changing horizons.
Lyon was chosen for several reasons and numerous advantages
the city offers:
Geographic location:
Lyon is close to many European borders and the French
capital, and its proximity to both the mountains and the sea
A pleasant and perfectly-sized city…
Its excellent higher education establishments…
…its culture and something that simply cannot be overlooked: its
gastronomy!!
Lyon smart city will expand in 2013In 2013, the implementation of the smart city approach will accelerate with a number of
projects coming to fruition.
Public data will become available with the official launch of Smartdata Grand Lyon, expected in April and will be followed in May by the laying of the foundation stone of the
Hikari project, anchoring Lyon Smart Community in Lyon Confluence.
Summer 2013 will see the launch of the Greater Lyon mobility project just ahead of the introduction of shared electric vehicle pools in several key areas of the region.
Thank you for your attention!
http://www.onlylyon.org
http://theychoselyon.com/
http://www.fetedeslumieres.lyon.fr/Photos-Gallery
http://www.business.greaterlyon.com/
http://www.e-marketing.fr/Marketing-Magazine/Article/I-love-my-city-30732-1.htm
http://www.citybranding.gr/search/label/%CE%A0%CE%A1%CE%9F%CE%A9%CE%98%CE%97%CE%A3%CE%97%20%CE%A0%CE%9F%CE%9B%CE%95%CE%A9%CE%9D
http://www.journaldunet.com/management/marketing/city-branding.shtml
http://www.planete-plus-intelligente.lemonde.fr/villes/vous-avez-dit-city-branding-_a-13-1025.html
LYONLINKS
http://je-segma.fr/blog/actu-marketing/47-le-city-branding-peut-on-tout-vendre-meme-une-ville
http://www.grandlyon.com/
http://www.business.greaterlyon.com/
http://www.lexpress.fr/informations/lyon-bourgeoise-conservatrice-et-machiste_621200.html
http://www.strategies.fr/etudes-tendances/dossiers/196900/204933W/6-10-only-lyon-maxi-roi.html
http://echosdemetropole.caue69.fr/index.php/onlylyon-un-outil-de-marketing-territorial-au-service-de-la-metropole/
http://www.business.greaterlyon.com/lyon-smart-city-france-europe.346.0.html?&L=1
http://www.citybranding.gr/2010/02/marketing.html
TheSmartCityTeam:
T. Androutsopoulos http://www.linkedin.com/pub/theodore-androutsopoulos/16/469/67
K. Kentrou@kentrouk
El. Michalakihttp://www.linkedin.com/pub/eleni-michalaki/23/644/75a
PANTEION UNIVERSITY OF SOCIAL AND POLITICAL SCIENCES
Department of Communication, Media and CultureMA in Cultural Management
Course: Cultural Marketing and CommunicationCourse Instructor: Betty Tsakarestou, Assistant Professor and Head of
Advertising and Public Relations Lab
AthensCoCreation BrandingProject
Athens, April 2013