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Tallinn - Innovation based city marketing Taave Vahermägi 13 September 2007

Tallinn - Innovation based city marketing Taave Vahermägi 13 September 2007. Tallinn Brand Context. Place marketing practice is short yet adaptive and consistent ; approaches remain same but messages change

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Tallinn - Innovation based city marketing Taave Vahermägi 13 September 2007

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  1. Tallinn - Innovation based city marketing Taave Vahermägi 13 September 2007

  2. Tallinn Brand Context • Place marketing practice is short yet adaptive and consistent; approaches remain same but messages change • Tallinn is not the same due to fast changes in recent years but perception does not change so fast • Marketing strategy documents consider changes – from low cost and production to innovation and niche market

  3. Key messages, Business • Good location -crossroads between technology-rich Scandinavia and resource-rich Russia • Business-friendly and stable environment • Simple and transparent legislation • One of the world’s most liberal economies (Index of Economic Freedom, by The Heritage Foundation) • Highly educated and motivated people • Tallinn is a Rising Urban Star according to Jones Lang LaSalle

  4. Key messages, Business • Estonia’s business culture common with Scandinavian ways of doing business • Good base for innovation – good infrastructure, high adaptability to innovative products • Flexibility – small volumes, quick deliveries • Inventiveness – Estonians are good at finding shortcuts • IT-driven city – electronic and mobile applications (Internet banking, M-parking, e-Tax Board, e-Customs, e-elections, digital signature, ID ticket etc).

  5. Key messages, Tourism • Medieval heritage - the best preserved Medieval Old Town and Medieval Town Hall in Northern Europe • Cauldron of culture - plenty of events and possibilities for entertainment • Attractive conference spotandincentive destination- a city that never fails to surprise and impress • Countryside just next door - golf, yachting, SPA • European Capital of Culture 2011

  6. Key messages, Residents • Tallinn is your home – register to be a citizen • 2007 dedicated to youth - events and competitions • Traditional events e.g Old Town Days, Day of Tallinn are celebrated every year -entertainment for citizens

  7. Innovationaspect • City of Universities and young talents • High level of material-, bio, and nanotechnology • Technology parks and business incubators • Cooperation with neighbouring countries and cross-border clusters • Ülemiste Innovation City

  8. Proposalsfor Joint Brand • Hansa+ joined very different and remote cities, worked wellthrough centuries being not related to any geographic area - complicated to revitalize, not right perception • Top of Europe+ provocative, can be linked with innovation, locates well - too wide in European context • New Nordic+ known, existing link with innovation - Nordic = countries of north = only Scandinavia??

  9. Thank you! Welcome to Tallinn www.tallinn.ee

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