Vilnius logic: what makes Vilnius "Vilnius"

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<ul><li><p>VILNIUS LOGIC:What makeS VILNIUS VILNIUS?</p><p>VILNIUS LOCAL ACTION PLAN IN THE FRAME OF URBACT-CITYLOGO</p><p>aarhus | alba Iulia | Coimbra | Dundee | Genoa | Oslo | Utrecht | Vilnius | Warsaw | Zaragoza</p></li><li><p>IntroductIon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5</p><p>Foreword by Mayor arturas Zuokas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7</p><p>executIve suMMary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8</p><p>analysIs oF opportunItIes the vIlnIus story . . . . . . . . . . . . . . . . . . . . . 10</p><p>vIlnIus logIc and logo: vIsIon and goals . . . . . . . . . . . . . . . . . . . . . . . 12</p><p>local support group InvolveMent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 </p><p>local stakeholder InvolveMent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16</p><p> tourIsM, culture, ngo and youth stakeholders . . . . . . . . . 17</p><p> busIness stakeholders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20</p><p> hospItalIty servIces and conventIon stakeholders . . . . 23</p><p> aIrlItuanIca stakeholders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25</p><p>conclusIons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26</p><p>recoMMendatIons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28</p><p> FIlMFrIendly vIlnIus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28</p><p> sMart vIlnus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29</p><p> eco-FrIendly vIlnIus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30</p><p> cIty breaks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31</p><p>added value oF urbact cItylogo prograM . . . . . . . . . . . . . . . . . . . . . . 34</p><p>CONteNtS</p></li><li><p>44</p></li><li><p>5INtRODUCtIONVilnius is the capital of Lithuania and the geographic center of Europe. It is a unique blend of old and new, traditional and cutting edge. With a population of just over half a million, its scale is refreshingly human. </p><p>The vibrant and diverse city of Vilnius stands at a juncture of three cultures: Central, Northern, and Eastern Europe. It is a city unlike any other in its magical charm. It also has an element of quirkiness that makes it an unusual and fun destination. That particular quirkiness does, however, have a certain and unique logic that can be felt throughout.</p><p>Vilnius has a proud history, a sound economy and a vibrant cultural life. Few other European capitals combine urban sophistication with tradition as charmingly and seamlessly as Vilnius. It has one of the fastest internet speeds in the world and ranks third in Wi-Fi accessibility in public spaces. Little wonder, then, that Vilnius is attracting more and more tourists, especially eco and gastronomic, business travelers and conference attendees every year.</p><p>Lying at the crossroads of East and West, Vilnius is never more than three hours away from any destination by air. Its airport is less than 15 minutes away from the city center. The railway and bus stations are centrally located with fast and efficient public transportation or taxi connections to the main areas of the city and hotels.</p><p>A recent study showed that tourists appreciate Vilnius as a green, clean, and tidy city, especially the beautiful Old Town and cultural heritage. They have identified the main advantages of Vilnius as the citys cultural heritage, environment, people, good emotional city atmosphere, and a developed infrastructure for accommodation and food establishments, and most of them were satisfied with their visits. There are a large variety of cultural performances and events and enough activities for a city break or weekend excursion.</p><p>Vilnius is like an open book with vivid illustrations of the history of Europe through its varied architecture. The Old Town of Vilnius is among the largest in Eastern and Central Europe and is a UNESCO world heritage site. The Lithuanian capital is the largest baroque city in Northern and Eastern Europe. The labyrinthine streets of Old Town, its sleek business district and elegant center all stand side by side in harmony. There are many large open squares and parks as well as suburban areas with historical wooden houses. </p><p>Almost half of Vilnius is covered in open green spaces. The city boasts some of the cleanest air and the purest drinking water in Europe. There is a well-developed system of cycle lanes that is complemented by a network of bright orange bicycle rental stands found at many locations throughout the city. Vilnius parks and gardens provide a pleasant respite from the pace of the city and are a perfect destination for eco-tourists.</p><p>Everyone appreciates the good quality of life in Vilnius. Most residents rate Vilnius positively and introduce their city to foreign guests as a green and cozy city with an authentic Old Town. It could therefore be concluded that Vilnius is uniquely green, clean, tidy, comfortable, modern, lively and active. Vilnius is a city of friendly people with a good atmosphere. A recent study showed that the natural resources and events in Vilnius mean its a green and active city with sports-oriented residents.</p><p>The Lithuanian capital is well known for its wide variety of high quality events. The most popular are Casimirs Fair, the Street Music Fair, the Vilnius Festival series, New Baltic Dance, Baltic Contemporary Art Triennial, the international Skamba Skamba </p><p>5</p></li><li><p>6Kankliai folklore festival, the international Sirenos theatre festival, Vilnius Jazz, other international professional art and folklore festivals, Capital Days, the international ArtVilnius contemporary art fair, the Kristupas Summer Festival, and the Piano.lt Summer Festival. These events need to be integrated into the new city logo program.</p><p>There are many opportunities for Vilnius to succeed in attracting more visitors. It has a very highly developed IT axis on which to position itself for attractiveness as a Smart City to not only the business traveler, but also to the short term tourist. </p><p>There are conference venues in Vilnius for over a thousand participants and the annual CONVENE exhibition that attracts buyers from around Europe has become a popular venue that can be utilized in further strengthening Vilnius image and new logo.</p><p>Another type of tourist that Vilnius is interested in is the foreign filmmaker. Lithuania introduced a 20% rebate in 2013 in order to specifically attract foreign filmmakers. With a highly professional film industry, albeit even lacking a strong infrastructure, Vilnius is now positioned as a cinema-friendly city. </p><p>Vilnius also continues to strongly attract through its variety of cultural venues and events. The Bohemian Uupis Republic, the Frank Zappa monument, the I LOVE YOU note made of annual flowers on the Neris embankment, etc. all show creativity and once again stress the quirky logic of Vilnius that has been identified as its strong point. This cultural sector of stakeholders in particular needs to be brought on board.</p><p>Further, gastronomic tourism is fast becoming a new trend worldwide. Vilnius has started to develop in this particular direction and sees a great potential in moving forward via great food, interesting desserts, food tasting weeks, etc. </p><p>Vilnius and Lithuania have received exceptional attention lately as a top tourist destination. Among the most recent have been ranked number 3 in Lonely Planets Best in Travel 2015. CNNs report: Small but Lively Lithuania has Taken the Plunge and Adopted the Euro noted that, Now the country is a vibrant mix of east and west Europe, Forbes also included Lithuania as one of the Top 3 Top Travel Destinations for 2015. The Telegraph included Vilnius as among the best Christmas markets in Europe. The New York Times included Vilnius in its list of Top Ten Hip Cities that Think about How They WorkThe city attracts young professionals who see in Vilnius a rising star in business and appreciate all that the extensive cultural scene in the little capital has to offer. </p><p>It is the intention of this particular Local Action Plan to pull all of these various elements together and steer them in the direction of a united message for Vilnius through its new city logo.</p><p>6</p></li><li><p>7FOREwORd BY MAYOR aRtURaS ZUOkaSThanks to CityLogo and URBACT, we have this wonderful opportunity to share with you our strategy and actions on how to best promote Vilnius. We can only achieve this by working together. All of us are a part of the process and we are depending on your enthusiasm, support and active involvement. Everyone is important: each person, institution, association, business and stakeholder.</p><p>Vilnius, the capital of Lithuania, is a green city with an area that is four times larger than Paris and is twice the size of Milan. Its Old Town exudes a baroque style and has been designated a UNESCO World Heritage site. Lennon has replaced Lenin here, we have the best quality tap water in Europe and CNN says that Vilnius is one of the next generation smart cities. And those are only a few highlights. </p><p>Our aim is to strengthen Vilnius identity and to make the city more attractive by drawing peoples attention to our unique, distinctive and interesting features the type of things that make Vilnius cool, you might say. Those are the things make up Vilnius Logic. Vilnius Logic is what makes Vilnius Vilnius. Vilnius Logic defines Vilnius itself its history, its people, its culture, its geography, its customs, its art and architecture, its nightlife, food, everything, the totality of the city.</p><p>CityLogo was a superb platform to share ideas, work together and to position our cities better on the worlds map. It was a wonderful opportunity to learn from each other and to plan our future actions. The main aim of this plan was to identify what is most positive about Vilnius and to make it stronger, louder, brighter, better. And, I am very thankful that my team from Vilnius with Ms. Irma Juskenaite as its head was able to contribute towards our joint success.</p><p>You will find here not only the strategy, but also the actions we need to undertake in order to understand and appreciate Vilnius better. Utilizing the knowledge that we have gained through the CitiLogo program, we have been able to choose those programs that have already been started and to integrate Vilnius Logic into them (Gastronomic Vilnius, Conference Vilnius, Vilnius Events, Business Vilnius, etc.) and we are ready to implement many more. We couldnt have done it without your help. </p><p>ARTURAS ZUOKASVilnius Mayor</p><p>7</p></li><li><p>8EXECUTIVE SUMMARYNumerous attempts have been made through the years to develop a coherent and innovative national marketing policy for Lithuania as well as a city branding policy for the capital of Lithuania, Vilnius. All approaches were done separately with no strong and vibrant message. Since Vilnius is the primary point of interest for visitors both from abroad and from Lithuania itself, it has become critical that Vilnius would have a clear message, a strong brand and a memorable logo that is identified not only with the capital of Lithuania and can be used locally, but that can be further used nationally and internationally. One of the most important elements in developing a clear plan has to be a city logo for Vilnius that can be a unifying symbol for all.</p><p>As of 2014, none of the plans presented by the national government and the municipality of Vilnius had been deemed to have been successful. In 2014, Vilnius held an international competition with the goal of once again trying to address the issue and to have a new branding policy as well as a fresh logo. The winner of the competition presented an analysis of the current situation and through focus groups and polling as well as subjective and objective input presented a strategy that seemed to be acceptable.</p><p>To date, the new Vilnius city logo has not yet been widely presented. It was first introduced by Mayor Zuokas at a press conference in 2014 together with winners of the Eurovision contest from Lithuania. Since the main message during the press conference was about the winner from Lithuania who would be performing at Eurovision in 2014, the new logo itself was just a part of the message. This particular soft-sell tactic has continued with the logo being introduced quite slowly at various venues in Vilnius.</p></li><li><p>9However, this plan surely needs to be stepped up. A further hindrance is that the strategy suggested did not have a implementation tactics clearly set out. There were suggested guidelines, but they were extremely general in nature and there were a number of missing components, the most notable among them being the involvement of local stakeholders without whom any type of positive movement forward and spreading a cohesive message that would exemplify the essence of Vilnius is simply not possible.</p><p>There was no doubt that Vilnius needed a new city logo as well as branding and marketing program. However, Vilnius needed an image that reflected the city while meeting the needs of different target groups and stakeholders: residents, leisure tourists, eco-tourists, business tourists, conference attendees, foreign filmmakers and investors. </p><p>This particular element was identified most clearly in meetings with CityLogo experts and colleagues from other cities involved in the CityLogo project. The need for local stakeholder involvement in Vilnius became a top priority. Their involvement would allow the inclusion of those local as well as national Lithuanian institutions, groups and non-profit organizations that would help to solidify and carry through the new Vilnius logo into wider public consciousness both at home and abroad.</p><p>During the course of the competition for a new city logo and branding policy, four analyses were conducted: </p><p>(1) A situational analysis of the citys image (quantitative and qualitative) to determine the views and attitudes of different target and stakeholder groups (residents, entrepreneurs, tourists, and investors...</p></li></ul>