ROCK advanced seminars on innovative city branding
We have designed and facilitated an advanced seminar on innovative city branding that toured Europe throughout 2018 and 2019, including Bologna, Athens, Torino, Vilnius, Lisbon, Skopje and Cluj-Napoca. The initiative pursued a twofold aim:
- Re-learning city branding. The seminar brought 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.
Participants were 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.
The framework was ROCK, a Horizon 2020 Innovation Action focused on historic city centres as extraordinary laboratories to demonstrate how cultural heritage can be a powerful engine for regeneration, sustainable development and economic growth for the whole city.