Day by day, cities are competing with each other to attract tourists, students, businesses, investors and new residents. Consequently, they are increasingly adopting marketing approaches resulting in what is commonly known as city marketing.
City marketing is one of the tools used by public and private institutions to improve the city’s competitiveness. It identifies the needs, a range of products and urban services, and the stimuli that encourages different customers to use what the city offers.
City marketing is essential to create the image of a city.
There are cities that leave their mark. We remember them for its beauty, values and people. For example, think about Paris and its “White Night.” This cultural initiative consisted of making a free, overnight artistic journey where the city was illuminated. Paris positioned the lights of its museums and galleries to light up the night. It’s great success has spread to other major cities throughout the world.
Other cities like London have used city marketing as an element of integration, making cultural diversity an asset, while other cities, like Dubai, created an economic center inviting luxury tourism.
The strategy behind “City branding” logos is another proof of the constant competition between cities. One of the most famous corresponds to New York with its, “I Love New York” slogan that emerged in 1977 after a campaign to promote tourism. After the attack of 9/11, I Love New York also was adapted to the city’s new reality: “I Love New York More Than Ever.”
These are a few examples of how marketing succeeds in giving cities greater value. Having a defined and developed city image can provide cultural significance, a greater identity for citizens, and a greater knowledge of urban supply that attracts business opportunities – investment, cultural and sporting events, tourism and new residents.
Strategic planning is necessary to develop a city marketing plan. It is crucial to align the different urban actors and citizens in a common direction.
At Visibility Marketing Inc., we understand that it is essential to have institutions with tools capable of correctly defining which city values are essential to promote and encourage citizens’ commitment and participation.
City Marketing and City Branding are especially important today, in a globalized world, where new technologies can bring us from thousands of miles to to any destination we choose, without leaving home.