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AT.Brand is a European project co-financed by the European Regional Development Fund (ERDF), Interreg Atlantic Area IVB[1] supporting transnational cooperation projects in Atlantica regions.[2] Between 1 January 2014 and September 2015, the project focused on innovation and management in integrated city branding.
Interreg Atlantic Area IVB programme
editInterreg Atlantic Area IVB [3] is the fourth transnational cooperation[4][circular reference] programme in the area and aims to contribute to the territorial cohesion of the Atlantic Area. Regional cooperation is carried out by common strategy actions and the exchange of know-how.
The programme consists of 27 cooperation areas in the United Kingdom, Ireland, France, Spain, and Portugal.[5] These countries are typically considered as sharing a strong cultural identity, history and heritage, as well as a similar geographic and maritime environment.[6]
Purpose of the project
editPartners
editThe project is led by Dublin City Council. The remaining six partners are:
- Câmara Municipal de Faro
- Cardiff City Council
- Communauté d'agglomération de La Rochelle
- Conférence des Villes de l’Arc Atlantique
- Fomento San Sebastian
- Liverpool Vision.[7]
Other cities and institutions are also invited to share the project.[8][9]
Integrated city branding strategy
editCity branding is understood by partners as a complete and human communication strategy.[10][11] AT.Brand views cities as unique by their history and experience rather than products, so the use of traditional logos and slogans is not promoted.[12][13][14][15] Instead, cities communicate their brand narrative globally and with local stakeholders to reach a sustainable strategy.[16]
Objectives
editIn accordance with the Interreg Atlantic Area IVB priority that supports transnational projects working together for sustainable urban and regional development,[17][18][19] AT.Brand aims to make cities and regions more influential and attractive through city networking, best practices in place branding and past initiatives, as well the views from the general public.[20][21]
The actions to reach these objectives include:[22]
Activities
editWorkshops
editWorkshops are international meetings where cities come together to define their communication strategy. The first was held in Dublin to launch the project in February 2014.[25] The second was in Liverpool in June 2014.[26] The third was held in La Rochelle in December 2014 to discuss city brand governance.[27][28][29] The fourth was held in San Sebastian in April 2015 to discuss the actions of communication in city branding and marketing.[30][31] The final workshop was planned to take place in Dublin in September 2015.[32][citation needed]
Pilot projects
editEach participating city has its own pilot project:
- Dublin is working on a digital platform.[33]
- La Rochelle and Faro are working on their Territorial Marketing Strategies.[34][35][36]
- San Sebastian aims to position itself as a City of Innovation.[37][38]
- Cardiff looks to improve its recognition and popularity outside the city by people living in the city. [39][40][41]
- Liverpool's pilot project is called It's Liverpool.[42]
External links
editReferences
edit- ^ Atlantic Area IV
- ^ "Project - AT.BRAND". Keep.eu. Retrieved 28 February 2024.
- ^ "INTERREG Atlantic Area IV programme". Retrieved 28 March 2023.
- ^ Structural Funds and Cohesion Fund
- ^ "Atlantic Area". Archived from the original on 28 December 2014. Retrieved 28 March 2023.
- ^ "ATLANTIC AREA TRANSNATIONAL COOPERATION PROGRAMME 2014–2020". Retrieved 28 March 2023.
- ^ "Project - AT.BRAND". Keep.eu. Retrieved 28 February 2024.
- ^ "Web Municipal del Ayuntamiento de Gijón".
- ^ "Archived copy" (PDF). Archived from the original (PDF) on 24 September 2015. Retrieved 13 August 2015.
{{cite web}}
: CS1 maint: archived copy as title (link) - ^ "Atlantic City Branding – AT Brand Project Fosters Collaboration". 13 February 2015.
- ^ "Dublin is leading the way in integrated city branding". www.localenterprise.ie. Archived from the original on 21 October 2019.
- ^ "Liverpool is where it's AT for city branding". Retrieved 28 March 2023.
- ^ ""CityBranding&Marketing", organizada por Fomento San Sebastián". 21 April 2015.
- ^ Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, Vol. 16, No. 8, pp. 520–531.
- ^ A Roadmap for Branding Dublin[permanent dead link]
- ^ Flynn, Jessica (22 August 2014). "We want YOU to tell us what's so great about Cardiff". WalesOnline. Retrieved 28 March 2023.
- ^ "Projects and documents". Keep.eu. Retrieved 28 March 2023.
- ^ "Projects approved 4th call". Retrieved 28 March 2023.
- ^ Atlantic Area Programme Priorities Archived 16 June 2015 at the Wayback Machine
- ^ "Accueil - Agglo la Rochelle". Archived from the original on 23 December 2015. Retrieved 13 August 2015.
- ^ "Faro em la Rochelle (França) com o Projeto AT Brand".
- ^ "AT Brand Project background" (PDF). Archived from the original (PDF) on 15 June 2015. Retrieved 4 June 2015.
- ^ "AT.Brand Workshop Communication actions in today´s city branding & marketing by Grupo TASO - issuu". Archived from the original on 20 March 2016. Retrieved 13 August 2015.
- ^ "'Innovative city branding' conference at the IFB".
- ^ "Dublin City at the forefront of EU Branding Initiative". 3 February 2015.
- ^ ybnews (18 June 2014). "Liverpool's where it's AT for city branding". Liverpool Business News. Retrieved 28 February 2024.
- ^ "Marché public: 17 Elaboration d'une stratégie d'attractivité et de marque partagée à la Rochelle - la Rochelle".
- ^ City brand governnce shaping the collaboration COOP Atlentico
- ^ City Brand Governance Issue [dead link]
- ^ "Inicio".
- ^ "At Brand". Archived from the original on 24 September 2015. Retrieved 13 August 2015.
- ^ "XVI GA : Atlantic cities: A quality label | Atlantic Arc Cities". Archived from the original on 15 August 2015. Retrieved 12 August 2015.
- ^ "Dublin City Council has taken the lead in an exciting €1m EU City Branding Initiative | Dublin City Council". Archived from the original on 23 September 2015. Retrieved 12 August 2015.
- ^ "" Clarifier l'image de la Rochelle »" Une bonne notoriété "" Convivialité discrète "« Présence de la mer "". 17 January 2015.
- ^ "UMLR – Démarche " Marketing Territorial " engagée à la Rochelle".
- ^ "Portal do Munícipe - Faro O Projeto de cooperação transnacional AT Brand". Archived from the original on 4 March 2016. Retrieved 12 August 2015.
- ^ "San Sebastian seeks to position itself as a City of Innovation through the European AT BRAND project | Working 4 Talent". Archived from the original on 4 March 2016. Retrieved 13 August 2015.
- ^ "Inicio".
- ^ "Report of director of economic development" (PDF). Retrieved 28 March 2023.
- ^ "Cardiff Unscripted - Latest news updates, pictures, video, reaction - Wales Online". www.walesonline.co.uk. 23 November 2015. Retrieved 28 March 2023.
- ^ "Cardiff Central Station – Results of Public Consultation". 12 December 2014.
- ^ "Home". itsliverpool.com. Archived from the original on 27 June 2015. Retrieved 4 June 2015.