ROCK advanced seminars on innovative city branding
We have designed and facilitated an advanced seminar on innovative city branding that is touring 10 European cities throughout 2018 and 2019, including Bologna, Athens, Torino, Vilnius, Lisbon, Skopje, Liverpool and Cluj-Napoca. The initiative pursues a twofold aim:
- Re-learning city branding. The seminar brings a compact itinerary on the keys and real meaning of city branding, not strictly from a (conventional) marketing perspective, but also from an integrated urban development approach. It can be seen as an introduction to innovative city brand management or a reviewing exercise aimed to overcome the most gaps in the field.
- Rising awareness of the potential of cultural heritage as a driver when branding & marketing the contemporary city. That is, not only the city of the past and the visitor economy sector, but also the city of tomorrow, and so targeting investors, innovators and the local population as well.
Target participants are therefore personnel from destination management organizations and investment promotion agencies, as well as communications officers from major cultural entities and events, convention bureaus, airport/seaport facilities, universities and higher education institutions, technology parks, chambers of commerce and business associations, Mayor´s cabinet and City units in charge of culture heritage and their stakeholders.
The framework is ROCK, a Horizon 2020 Innovation Action focused on historic city centres as extraordinary laboratories to demonstrate how cultural heritage (CH) can be a powerful engine for regeneration, sustainable development and economic growth for the whole city. To that aim, it brings together a unique consortium of 32 partners, including 10 cities, 2 city networks (Eurocities and ICLEI), 7 Universities and a number of technological firms and business associations. ROCK´s vision includes the communication dimension as part of the integrated approach for CH-led urban development. And the way for that is by connecting CH to modern city branding & marketing, which is a novelty in projects of this kind.
Standard agenda and calendar: