Communication and marketing activities of metropolitan areas

of Europe

....or how to convince regional stakeholders to intensify the regional

cooperation?

Raymond SallerCity of MunichDepartment of Labor andEconomic Development

Starting point: the PR work of the

as a model for communication of the strategic targets of the

RP in order to gain support of people and politicians.

Overview of activities of following metropolitan areas

Why?• as the first important step of the

LAP

• as a „joint project“ to stimulate cooperation

• as the basis for the formation of a regional identity

• to give us ideas how to rise public support

• awareness raising of the principles of the RP

What was analysed?

• Brochures

• Internet presentation

• PR activities

of the different regional stakeholders

First findings

• region as a platform

• target oriented, pragmatic approach

• bundling activities instead of copying

• fostering cooperation of similar institutions like the chambers of commerce...

• creating support of citizens and politicians

• region as the „roof“

• regional and local branding

• stimulating partnerships (PPP)

….the study of a first step of the LAP

Towards a Local Action Plan for the Munich Region

Increasing the sense of urgency (opportunity) and improvement of the

framework for a better regional cooperation

Specific objectives

• Pilot projects to strengthen the existing cooperation among the stakeholders

• Adapting of the services already done by the stakeholders

• Using the region as an umbrella and as a brand that links and unites the local and regional activities

Target groups

• Regional Planning Asociation (MA)

• European Metropolitan Area of Munich

• Chamber of Commerce and Industry for Munich and Upper Bavaria

• City of Munich

The idea is to start with a core group of actors.

Steps of implementation • Best practices of communication and marketing strategies of European Metropolitan Areas

• Comparison with the Munich activities

• Defining (new) fields of cooperation

• Further development

• Pragmatic approach

Methodology on project level

• Further development of existing activities step by step

• Convincing and motivation instead of criticisms

• voluntary based

Complementation with other interventions

• do not invent the wheel twice!

• „best practices“ and empty fields

Financing of your pilot project

• City of Munich pays for the initial study

• Stakeholders have to adapt their services

• EMM and MA improve their services

Innovative character

• Using the resources of the stakeholders

• Using soft tools

• Public support as fuel of the cooperation

• Starting pragmatically

Summary (lessons learnt)

To be presented at the Graz meeting.

How to overcome some challenges like financial constraints and the autonomy of the stakeholders?