Z NGONIASa l ut e d a

BRAND STRATEGY

PROBLEM Vision statement PRECEDENCE

CREATIVE BRIEF

CAMPAIGN

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MEDIA Plan

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These are the problems in zingonia...

IMMIGRATIONRUNDOWNBUILDINGS

PROSTITUTION

STIGMAS POOR

PEDESTRIAN EXPERIENCE

DRUGS

Salute da Zingonia aims to increase the living standard, as well as health within the community of Zingonia.

Once heightened, the three elements of health, including the economy, the environment, and social interaction will together transform Zingonia. The prospects of Salute da Zingonia will allow for the integration of Zingonia’s five surrounding towns through newfound social interactions within the city. This process will strengthen Zingonia’s social health.

Salute da Zingonia plans to enhance the area’s agriculture and green thumb. In turn, the connection between community and local ecology will magnify. This will ultimately enhance both the physical health and social health encompassing Zingonia.

Salute da Zingonia will improve the quality of all pedestrians’ experiences throughout the city. This will encourage physical activity and boost the physical health of Zingonians.

Industries in Zingonia reach beyond the city’s limits. Salute da Zingonia will support these industries and push for a stronger international economic presence.

Through a new sense of community instilled through branding, and a specific conceptual design for the area, Zingonia promises a future filled with active community-led growth.

VISION Statement

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PRECEDENCE

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I chose these two cases of successful city branding as precedence cases for their success and their interesting perspective on branding. The I Amsterdam case takes ambient advertising to another level by installing a new landmark in the city in order to solidify its message. The case study explores their challenges and their process in creating a successful campaign for a landmark city in Europe. I also chose the Providence, Rhode Island case because it was easy to understand their process, as it was created from the perspective of the ad agency. It is also a smaller city that I can easily relate my work to. The strategies they used were more realistic for Zingonia. Both of these cases were inspiring and informative in my creative process.

I AMSTERDAM

CITY MARKETINGTo maintain Amsterdam’s prominent position as an attractive European capital for business and tourism, the public and private sector have joined forces and made city marketing a top priority. Marketing the city to an international audience of business people, tourists and residents, Amsterdam will be able to achieve and maintain a distinctive and relevant position. This will lead to an increase in the number of visitors and the use of products and services in Amsterdam and region.Research has shown that Amsterdam should take advantage of the strengths of its current image, which are based on dimensions such as a cultural city, old and new, city of canals and as a meeting place, with core values of creativity, innovation and spirit of commerce. GOALSOur main goal is to improve the image of Amsterdam and the region by achieving visibility of the campaign ‘I amsterdam’ among target groups and in target countries China, India, Japan and European capitals Berlin, Barcelona. We invest in the business climate by connecting the activities of the City of Amsterdam (amsterdam in business) and several government bodies, such as the Ontwikkelingsbedrijf Amsterdam (Development Company) to other promotional organisations. Joining annual foreign trade missions to target countries has been effective in establishing new business contacts and attracting companies and organisations to Amsterdam.We understand that hospitality is a key concern in city marketing and we have therefore initiated several projects focussing on the improvement of the appearance and impression of the city, such as training programmes for staff at tourist desks or driving taxis and public transportation.MARKETING TOOLSOur primary marketing tools are international media campaigns, free publicity, Proud magazine, the internet portal www.iamsterdam.com, international festivals and events and merchandising.

http://www.iamsterdam.com/en/amsterdam-partners/about-us/what-we-do

PROVIDENCE RHODE ISLAND

KEY CHALLENGE Big shoes for a brand to fill. Sometimes a city’s challenge is simply living up to the expectations its heritage has set. Such was the case with Providence, RI. Founded as a place for religious freedom, Providence was first referred to as a lively experiment. Today, the experiment has proved to be more than successful and continues in spirit. The city’s very essence is openness . . . to experimentation, improvisation, self-expression and independence. In fact, original thinking is the mantra of Providence. Whether you’re talking industry, art, education or lifestyle the people of this tiny – but oh so dynamic – capital city don’t want to be pigeonholed into a solitary way of thinking.How then to develop a powerful identity that embodies Providence’s quicksilver creativity and captures the diversity of her people without boxing the city into a rigid image? CRITICAL INSIGHT North Star research found that just as original thinking and flexibility are watchwords of the Providence spirit, so must they be cornerstones of the Providence brand. The key was to provide a brand armature in which original thinking can flourish and be realized. And, because Providence is one of the top 25 art destinations in the country and home to some of the most revered institutions of higher learning, it was also critical that the brand armature involve and engage the city’s best creative minds on an ongoing basis. “We wanted the brand to be absolutely defining but infinitely flexible,” explained North Star CEO Don McEachern.BRAND STRATEGY North Star recommended a strategy that establishes Providence as a vibrant northeastern city where original thinking is expansive and every experience is personal. The creative approach uses the Providence “P” as a framework for an infinite number of themes designed to reflect the essence of the city. That idea, coupled with the line, The Creative Capital, lets the Providence brand grow and change. (Plus it’s a triple entendre giving a nod to the city’s position as state capital, use of the capital “P” and the economic capital that Providence generates with its creativity!)

http://www.northstarideas.com/community/c-Providence.html

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PRECEDENCE

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Objective:Inform our target audience of the message of Zingonia today.

Target:DEMOGRAPHIC:Male/Female Ages 25-30

PSYCHOGRAPHIC:A young family or a couple looking to start a family. They want to work locally and makesure their children are taken care of during the day. They are either a multi-culturalfamily or value diversity in their community. They are looking for affordable housing butwant to make it a home more than just a place to live. They want their home to be aplace that they can connect with other people from their community and be proud of it.

Current Thought:Zingonia is an unsafe place to live.

Desired Thought:Zingonia is where you can belong.

Rational:Our target is beginning a new part of their life and need a place that they can beconnected with to make this transition in a positive way. They can use the social servicesoffered by Zingonia to help with the day-to-day needs of a new family with two workingparents. Zingonia can be the place to grow with as a family within a diverse community.

Single Most Important Thought:Zingonia is a place your family can be a part of.

CREATIVE BRIEF

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RADIO AmbientPrint

Radio ad all about Salute da ZingoniaRun the add during soccer games on Sunday and in the morning during the week.

Host the ad at 102.5, RTL the HQ is near Zingonia

Banners along the Bike paths, along corsa da europa, in the Piazza da farri, in the industrial areas and at the 5 maniciaples

Spread the Salute da Zingonia through

Zingonia via ambient instilation

Local Newspaper, L’Eco di BergamoA half page ad for “Salute da Zingonia”Direct Mailers, PostcardsPostcards for “Salute da Zingonia”

CREATIVE BRIEF

MEDIA Plan

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Salute da Zingonia! La nostra famiglia sta iniziando una nuova parte della loro vita e hanno bisogno di un luogo che possano essere collegato con per rendere questa transizione in modo positivo. Possono usufruire dei servizi socialiofferte da Zingonia per aiutare con il giorno per giorno ha bisogno di una nuova famiglia con due di lavorogenitori. Zingonia può essere il luogo per crescere insieme come una famiglia all’interno di una comunità diversa.

Salute da Zingonia!Our family is beginning a new part of their life and need a place that they can beconnected with to make this transition in a positive way. They can use the social servicesoffered by Zingonia to help with the day-to-day needs of a new family with two workingparents. Zingonia can be the place to grow with as a family within a diverse community.

RADIo

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Sport = Salute

Z NGONIASalute

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Ambient

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Cibo = Salute

Z NGONIASalute da

Ambient

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Ambient

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PRINT

Giornale : Connettiti con il giornale per mostrare i cambiamenti positivi a Zingonia

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PRINT

THank you NICOTRA GEBHAR DT S.P.A. BIANCHI VENDING GROUP S.P.A.

Benito Guerra - ROBUR S.P.A.

HABILITA CASA DI CURA ZINGONIA

POLICLINICO S. MARCO

Dario Gamba - IMMOBILIARE TENNIS SRL CENTRO SPORTPIU

Arch. Filippo Simonetti e arch. Stefano Spagnuolo

Dr. Marco Vanoli - Direttore KINESIS Soc. coop. Sociale onlus

Ing. Guido BonomelliInfrastrutture Lombarde SpA (consegnabile presso Comune di Verdellino venerdìScarpellini Cristiana - Direttore City Camp

Osvaldo Palazzini – Sindaco di Boltiere

Enea Bagini – Sindaco di Ciserano

Attilio Galbusera – Sindaco di Osio Sotto

Luciano Albani – Sindaco di Verdello

Giuseppe Maci – Sindaco di Verdellino

Mina Mendola – Vicesindaco di Verdellino

Daniele Piazzalunga – assessore di Verdellino

Andrea Seghezzi – assessore di Verdellino

Geom. Giovanna Guerini – Comune di Verdellino

Geom. Marco Guerrieri – Comune di Verdellino

Dr. Angelo Brolis – Segretario Generale Comune di Verdellino

Athos Mazzoleni - Freelance Designer Bergamo

THank you