Boost your City Brand

1. Boost your City Brand How to positively influence the image of a city through events in the public space Geraldine Knudson City Manager, Ville de Luxembourg 02. September 2011

2. The City

3. Luxembourg, an unusualcity • 94.000 inhabitants • 65% foreigners • 159 nations • 100.000 daily commuters

4. Population Year Total Luxembourgish Non Luxembourgish 1970 76.159 74.58% 25.42% 1990 75.902 57.43% 42.57%* 2009 91.105 35.08% 64.92% 2010 94.000 35.00% 65.00% * Sept. 1994: 50/50

5. Employment

6. Economy Industry Services Luxembourg is the key driver of economic growth in the Greater Region “Talents” (a skilled workforce) are needed to sustain economic development

7. Conferences - Strengths

8. Conferences - Facilities Quelle:CIMA *: ohne Kapazitäten der Hochschule

9. The Brand

10. Why brand a city? Competition amongst cities Guarantee sustainable economic growth through clear and positive positioning • Regionally and internationally Key target groups: Talents, visitors, investors

11. How did / does the brand develop • SWOT analysis / Image screening of the City • Think Tanks with +/- 120 participants • General orientation manifest (Leitbild) • Brand vision, slogan, new visual identity • Adaptation of “product” (communication, events, public space, commerce, ...)

12. Luxembourg City - the identity Small but cosmopolitan • European capital, center for national, EU decisions • Economic driver of the greater region • Diversified offer (culture, events, shopping, leisure, food, children) • Multicultural population, open, tolerant and welcoming atmosphere

13. Luxembourg City - the identity Quality of life • Small, safe, green, clean • Proximity (nature, leisure, work, home – but also in terms of decision making) • Traditions are being respected • Most appreciated by families with (smaller) children • In short: A European capital with human dimensions

14. Luxembourg City – the brand “Multiplicity” • Not just a slogan – but the essence of the city’s identity • High emotional recognition • Applicable to all communication of the city

15. Brand essence Multicultural, dynamic natural and close to its people, Luxembourg city is a model of a capital with human dimensions of which many can dream if just for a few days, or to build their lives

16. www.vdl.lu

17. www.vdl.lu

18. www.vdl.lu

19. The Events

20. Events and Image • All events organised within the city should reflect the city’s image and identity in their content as well as through their professional and efficient organisation • Several hundred events per year • Investment VDL: +/- 6 mio. EUR including personnel cost, logistics, etc.

21. Event – objectives • Events directly influencing the brand image (diversity, creativity, innovation, openness, tolerance, ...) - national and international level • Design City • Colophon (“we love magazines”) • Discovery Zone International Film Festival

22. Event – objectives 2. Traditional events – celebrating the strong roots of the Luxembourgish community (national / regional) • Buergbrennen • Emaischen (easter market) • Octave (pilgrimage) • National Holiday • Schueberfouer • X-mas market

23. Event – objectives 3. Events fostering community building and integration – improving image (national/regional) • Open air music festivals (Rock um Knuedler, Blues & Jazz) • Sports events (Marathon, City Jogging, Urban Trail, Tour de Luxembourg, Gala Tour de France, WTA Tennis tournament) • Open air cinema, public viewing • “Rencontre des Nations” multicultural football match, Duckrace, Kanner in the City, Kannerparade • Neighbours day

24. Event – objectives • Events re-gaining public space (local) • “Kinnekswiss” (sports and leisure animation in the city park)

25. Event – objectives • Touristic events (local) • Summer in the City • Concerts on Place d’Armes • StreetArtAnimation • Samedi en couleur • Changement de Garde • ...

26. Align Events with City Image Status quo: • Many events are “historically grown” • Decisionmaking with unclear objectives • No clear idea of impact on image and environment

27. Align Events with City Image Goal: Each event - has a clear objective • Defined target group • Clear and concise messages • is professionally organized and marketet and • it’s impact (also on the city image) is measured

28. Align Events with City Image Overall event strategy Planning / coordination Organisation Marketing and communication Measuring ROI

29. Challenge ahead • Improving existing events to match the image of the city • Declining events without a clear objective • Adding new events which enhance image

30. The way forward Coordination • Several hundred events in the public space each year • Working Group “Events” • Creation of an events charter

31. The way forward Communication • Information to a multicultural population (local, regional, international) • Reducing negative impact of an event through information and transparency (i.e. mobility)

32. The way forward Organisation • Enhancing safety and security • Reducing disturbance through noise, waste and improper behaviour • Waste management (deposit and re-usable cups)

33. The way forward Content • According to image and key target groups • Familiy oriented – no binge parties • Focus on live music as opposed to techno • Quality of interventions, overall esthetics