City brand governance: shaping the collaboration model
Taking place in La Rochelle on 3rd and 4th December, the second AT.Brand international workshop will be focused on governance and management in city branding. From a governance perspective, integrated city branding is about creating, up waters, a shared working...
Un proyecto audiovisual difunde la Ribeira Sacra
La Diputación provincial busca la promoción turística de la Ribeira Sacra a través de un proyecto audiovisual basado en el desarrollo de las nuevas tecnologías. Se trata de la iniciativa Imagina Atlántica, un seminario que ayer reunió en el Centro...
European Smart Ticketing: Conclusions in Dublin
For two years, the Atlantic cities of Dublin, Nantes, San Sebastián, Gijón, Aveiro and Liverpool have defined a common ticket system to facilitate the contactability between the Atlantic cities.
Financed by INTERREG Atlantic Area (ERDF), SITE has developed and trialled solutions...
City branding: the Atlantic Arc stands for
Liverpool will be the destination for an Atlantic summit on innovative city branding between 25th and 27th June.
In December 2013, this city was selected to be part of ATBRAND project, a major initiative bringing together Atlantic Arc cities with a...
Encuentro Imagina Atlántica en Angulema
El Malvado Soundlab nos cuenta su experiencia en Imagina Atlantica :
Esta semana hemos participado en el encuentro en Angulema (Francia) del proyecto europeo Imagina Atlántica, en el que, gracias a la Asociación de Empresas de Producción Audiovisual del Principado de...
Atlantic Arc Cities
Monday, 17 November 2014 10:40
Taking place in La Rochelle on 3rd and 4th December, the second AT.Brand international workshop will be focused on governance and management in city branding. From a governance perspective, integrated city branding is about creating, up waters, a shared working area for the diverse entities in the city targeting and interacting with different groups: visitors, investors, business, knowledge, residents. This is a response to the need of a more comprehensive and strategic communication of the city, inside and outside, representing undoubtedly a big organizational challenge.
The aim is to create a more relational way of doing things, a collaboration model, overcoming the variety of “competence silos” within the city. Two other issues may be discussed in La Rochelle , both dealing with the role of the scale in place branding. The first one is about horizontal multi-governance in metropolitan contexts. The second topic will analyse how to smartly manage territorial scale in city branding around transnational coalitions for co-branding and co-marketing.
Under the INTERREG Atlantic Area Programme and financed by ERDF, ATBRAND project aims to share knowledge and exchange of best practice between leading destinations in the Atlantic Arc, and also to provide funding to pilot projects until June 2015.