At Brand project

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

Interreg 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

Partners

The project is led by Dublin City Council. The remaining six partners are:

Other cities and institutions are also invited to share the project.[8][9]

Integrated city branding strategy

City 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

In 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]

  • a cross-learning programme of progressive city-brand management[23]
  • innovative pilot actions at local level with high potential for transferability
  • a web-based toolkit for the Atlantic brand, highlighting core brand messaging[24]
  • creating a draft roadmap for co-branding the Atlantic area.

Activities

Workshops

Workshops 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

Each 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]

References

  1. ^ Atlantic Area IV
  2. ^ "Project - AT.BRAND". Keep.eu. Retrieved 28 February 2024.
  3. ^ "INTERREG Atlantic Area IV programme". Retrieved 28 March 2023.
  4. ^ Structural Funds and Cohesion Fund
  5. ^ "Atlantic Area". Archived from the original on 28 December 2014. Retrieved 28 March 2023.
  6. ^ "ATLANTIC AREA TRANSNATIONAL COOPERATION PROGRAMME 2014–2020". Retrieved 28 March 2023.
  7. ^ "Project - AT.BRAND". Keep.eu. Retrieved 28 February 2024.
  8. ^ "Web Municipal del Ayuntamiento de Gijón".
  9. ^ "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)
  10. ^ "Atlantic City Branding – AT Brand Project Fosters Collaboration". 13 February 2015.
  11. ^ "Dublin is leading the way in integrated city branding". www.localenterprise.ie. Archived from the original on 21 October 2019.
  12. ^ "Liverpool is where it's AT for city branding". Retrieved 28 March 2023.
  13. ^ ""CityBranding&Marketing", organizada por Fomento San Sebastián". 21 April 2015.
  14. ^ Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, Vol. 16, No. 8, pp. 520–531.
  15. ^ A Roadmap for Branding Dublin[permanent dead link‍]
  16. ^ Flynn, Jessica (22 August 2014). "We want YOU to tell us what's so great about Cardiff". WalesOnline. Retrieved 28 March 2023.
  17. ^ "Projects and documents". Keep.eu. Retrieved 28 March 2023.
  18. ^ "Projects approved 4th call". Retrieved 28 March 2023.
  19. ^ Atlantic Area Programme Priorities Archived 16 June 2015 at the Wayback Machine
  20. ^ "Accueil - Agglo la Rochelle". Archived from the original on 23 December 2015. Retrieved 13 August 2015.
  21. ^ "Faro em la Rochelle (França) com o Projeto AT Brand".
  22. ^ "AT Brand Project background" (PDF). Archived from the original (PDF) on 15 June 2015. Retrieved 4 June 2015.
  23. ^ "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.
  24. ^ "'Innovative city branding' conference at the IFB".
  25. ^ "Dublin City at the forefront of EU Branding Initiative". 3 February 2015.
  26. ^ ybnews (18 June 2014). "Liverpool's where it's AT for city branding". Liverpool Business News. Retrieved 28 February 2024.
  27. ^ "Marché public: 17 Elaboration d'une stratégie d'attractivité et de marque partagée à la Rochelle - la Rochelle".
  28. ^ City brand governnce shaping the collaboration COOP Atlentico
  29. ^ City Brand Governance Issue [dead link‍]
  30. ^ "Inicio".
  31. ^ "At Brand". Archived from the original on 24 September 2015. Retrieved 13 August 2015.
  32. ^ "XVI GA : Atlantic cities: A quality label | Atlantic Arc Cities". Archived from the original on 15 August 2015. Retrieved 12 August 2015.
  33. ^ "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.
  34. ^ "" Clarifier l'image de la Rochelle »" Une bonne notoriété "" Convivialité discrète "« Présence de la mer "". 17 January 2015.
  35. ^ "UMLR – Démarche " Marketing Territorial " engagée à la Rochelle".
  36. ^ "Portal do Munícipe - Faro O Projeto de cooperação transnacional AT Brand". Archived from the original on 4 March 2016. Retrieved 12 August 2015.
  37. ^ "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.
  38. ^ "Inicio".
  39. ^ "Report of director of economic development" (PDF). Retrieved 28 March 2023.
  40. ^ "Cardiff Unscripted - Latest news updates, pictures, video, reaction - Wales Online". www.walesonline.co.uk. 23 November 2015. Retrieved 28 March 2023.
  41. ^ "Cardiff Central Station – Results of Public Consultation". 12 December 2014.
  42. ^ "Home". itsliverpool.com. Archived from the original on 27 June 2015. Retrieved 4 June 2015.