genoa citylogo project - a new brand for genoa -
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GENOA CITYLOGO PROJECT - A NEW BRAND FOR GENOA - Methodology, involvement of stakeholders and European perspective Genoa, 10th April 2014. Genoa - European partnerships for successful City Branding strategies and CITYLOGO project (URBACT). - PowerPoint PPT PresentationTRANSCRIPT
GENOACITYLOGO PROJECT
- A NEW BRAND FOR GENOA -
Methodology, involvement of stakeholders and European perspective
Genoa, 10th April 2014
Genoa - European partnerships for successful City Branding strategies and CITYLOGO project (URBACT)
EUROCITIES - working group focused on city attractiveness and promotion of its brand
EUROPEAN CITIES MARKETING - network of cities devoted to build up unique identities through city branding tools and strategies
CITYLOGO (URBACT PROGRAMME) – transnational learning experience on city branding; thanks to this project, the creation of the new brand of Genoa has been funded by EU
CITYLOGO European partners
A learning-by-interacting itinerary, 2008-2011Enlarged partnership: 10 committed partners
Utrecht
ZaragozaCoimbra
Genoa
Dundee
Warsaw
Aarhus
Oslo
Alba Iulia
Vilnius
GENOA PROJECT
BACKGROUNDEconomic crisis, unemployment, social issues
More and more pivotal role of tourism, research and third sectorGrowing territorial competitivity
Importance of highlighting all city assetsNeed for coherently targeting to territorial marketing goals
Genoa’s brand & branding
GENOA PROJECT
GOALS
• Better positioning of cities in a distinctive way compared to other geographical areas
• Being unique and easily recognizable when promoting all kind of events, both touristic and cultural, at a national as well as international level
• Focusing on territorial marketing to attract smart people and investments
GENOA PROJECT
METHODOLOGY
«surfing»(collecting new ideas and involving opinion leaders)
logo(open competition for creating a new logo)
«speed up»(stakeholders involvement, co-marketing, communications tools and campaign)
GENOA PROJECT
«surfing»3 FOCUS GROUPS ABOUT THE POSITIONING OF THE CITY AND THE WAY GENOA IS PERCEIVED•Businessmen, representatives of associations and research centres •Workers from the touristic and cultural fields and field of services •Young people
3 WORKSHOPS (ABOUT 60 PEOPLE)•Strong vs weak points •Opportunities and threats for Genoa marketing •Already existing logos and brands – possible ways
INVOLVEMENT OF A LOCAL NEWSPAPER - “IL SECOLO XIX” – AND ITS READERS•A logo for Genoa•Genoa in a work
GENOA PROJECT
CREATION OF THE LOGO
• Open international competition• Publishing and disseminating information
about the competition• 373 applications• Jury made up of graphic designers,
communications and advertising experts, under the supervision of the Communications Direction of Genoa City Council
GENOA PROJECT
“SPEED UP”• MEETINGS WITH THE STAKEHOLDERSInvolvement, partnerships and co-marketing to launch the
new brand - relevant promotional initiatives
• URBAN MARKETING advertising, presentation, focus groups and workshops
• PROMOTION AND MARKETING OF THE CITYLaunching the brand, visual and coordinated image, tools and
initiatives in Italy and abroad, time planning and general management
GENOA PROJECT
NEXT STEPS
March 2014 (Wednesday, 19th)PRESENTATION OF THE NEW BRAND OF THE CITY AND PROMOTION OF BRANDING STRATEGIES AND
INITIATIVES
March 2014INVITING «LOCAL SUPPORT GROUP»
April 2014RE-STARTING OF WORKSHOPS ATTENDED BY VOLOUNTEERS AND OPINION LEADERS
April 2014 (Thursday 10th, Friday11th)EUROCITIES WORKING GROUP(City Branding and Attractiveness)
November 2014LOCAL ACTION PLAN (END OF CITYLOGO PROJECT)
(vision, goals, key actions, time planning, key actors, etc.)
THE NEW BRANDGENOVA
Comune di GenovaDirezione ComunicazioneComune di GenovaCommunications Direction
CHOICE OF THE BRAND• International open competition «Concorso Internazionale di
Idee» (October-December 2013)
• 373 Applications
• Jury made up of experts chosen in cooperation with AIAP (Italian Association of Design and Visual Communications), TP (Italian Associations of Advertising Designers) and Eurocities
• 28 applications in the shortlist
• Winners: Valeria Morando and Anna Giudice (Studio 7vicocrema, Savona – Reykjavík).
Comune di GenovaDirezione ComunicazioneComune di GenovaCommunications Direction
TEASER CAMPAIGN
• From 24th February, some posters have been put up all around the city with just a few parts of the new logo
• Teaser campaign in three steps:
– Just a few pieces of the logo– Pieces of logo and payoff– Payoff and text
Comune di GenovaDirezione ComunicazioneComune di GenovaCommunications Direction
Comune di GenovaDirezione Comunicazione
Pieces of logo
Comune di GenovaCommunications Direction
Comune di GenovaDirezione Comunicazione
Pieces of logo and payoff
Comune di GenovaCommunications Direction
Couples of contrasting adjectives describing the city (remarks of focus
groups’ members)
Comune di GenovaDirezione ComunicazioneComune di GenovaCommunications Direction
Comune di GenovaDirezione Comunicazione
Text and payoff
Comune di GenovaCommunications Direction
TEASER CAMPAIGN ON THE LOCAL NEWSPAPER
“IL SECOLO XIX”
Comune di GenovaDirezione Comunicazione
27th February
4th March
8° March
Comune di GenovaCommunications Direction
TEASER CAMPAIGN ON THE LOCAL NEWSPAPER
“IL SECOLO XIX”
Comune di GenovaDirezione Comunicazione
16 marzo
12 marzo
10 marzo
Comune di GenovaCommunications Direction
THE NEW BRAND OF GENOA
Comune di GenovaDirezione ComunicazioneComune di GenovaCommunications Direction
USAGE OF THE LOGO
Comune di GenovaDirezione Comunicazione
Genoa has required to register the logo for institutional and promotional usage by third parties, even if it remains property of Genoa City Council.
It can be requested to the Communications office of Genoa City Council (Communications and City Promotion Department).
The commercial use of the logo is ruled by the decision taken by Genoa City Council on 3rd April, 2014.
Comune di GenovaCommunications Direction
USAGE OF THE LOGO
Comune di GenovaDirezione Comunicazione
The logo has already been requested by several public and private stakeholders Merchandising material with the new logo is on sale
The first event using the merchandising material with the new logo has been the Pesto World Championship
Comune di GenovaCommunications Direction
SOME EXAMPLES OF USE
Comune di GenovaDirezione Comunicazione
The web page of a convention about the Circular Economy organized by AMIU (Genoa’s company for waste management )
The banner at the Spring trade fair where Genoa City Council was present with a «Laboratory of ideas»
Comune di GenovaCommunications Direction
Comune di GenovaCommunications Direction
Advertising totem by Genoa’s Convention Bureau to promote the touristic app of our city
The cover page of the maps for cruises passengers : they have been created in partnership with several stakeholders
Comune di GenovaDirezione Comunicazione
Aquarium of Genoa’s cover page on Facebook with the new logo
Welcome packages for the participants at the Pesto World Championship: shoppers with the new logo
Comune di GenovaCommunications Direction
The PHOTOCONTEST
Comune di GenovaDirezione Comunicazione
Running a Photocontest on Instagram (hashtag #genovamorethanthis)
Pictures have been voted on Facebook, Genoa Tourism webpage
Cooperation with Genoa IGers community
1120 photos received
Comune di GenovaCommunications Direction
Winners of the photo contest
Comune di GenovaDirezione ComunicazioneComune di GenovaCommunications Direction
Thanks…
Comune di GenovaDirezione ComunicazioneComune di GenovaCommunications Direction