GENOA CITYLOGO PROJECT - A NEW BRAND FOR GENOA -

GENOACITYLOGO PROJECT

- A NEW BRAND FOR GENOA -

Methodology, involvement of stakeholders and European perspective

Genoa, 10th April 2014

Genoa - European partnerships for successful City Branding strategies and CITYLOGO project (URBACT)

EUROCITIES - working group focused on city attractiveness and promotion of its brand

EUROPEAN CITIES MARKETING - network of cities devoted to build up unique identities through city branding tools and strategies

CITYLOGO (URBACT PROGRAMME) – transnational learning experience on city branding; thanks to this project, the creation of the new brand of Genoa has been funded by EU

CITYLOGO European partners

A learning-by-interacting itinerary, 2008-2011Enlarged partnership: 10 committed partners

Utrecht

ZaragozaCoimbra

Genoa

Dundee

Warsaw

Aarhus

Oslo

Alba Iulia

Vilnius

GENOA PROJECT

BACKGROUNDEconomic crisis, unemployment, social issues

More and more pivotal role of tourism, research and third sectorGrowing territorial competitivity

Importance of highlighting all city assetsNeed for coherently targeting to territorial marketing goals

Genoa’s brand & branding

GENOA PROJECT

GOALS

• Better positioning of cities in a distinctive way compared to other geographical areas

• Being unique and easily recognizable when promoting all kind of events, both touristic and cultural, at a national as well as international level

• Focusing on territorial marketing to attract smart people and investments

GENOA PROJECT

METHODOLOGY

«surfing»(collecting new ideas and involving opinion leaders)

logo(open competition for creating a new logo)

«speed up»(stakeholders involvement, co-marketing, communications tools and campaign)

GENOA PROJECT

«surfing»3 FOCUS GROUPS ABOUT THE POSITIONING OF THE CITY AND THE WAY GENOA IS PERCEIVED•Businessmen, representatives of associations and research centres •Workers from the touristic and cultural fields and field of services •Young people

3 WORKSHOPS (ABOUT 60 PEOPLE)•Strong vs weak points •Opportunities and threats for Genoa marketing •Already existing logos and brands – possible ways

INVOLVEMENT OF A LOCAL NEWSPAPER - “IL SECOLO XIX” – AND ITS READERS•A logo for Genoa•Genoa in a work

GENOA PROJECT

CREATION OF THE LOGO

• Open international competition• Publishing and disseminating information

about the competition• 373 applications• Jury made up of graphic designers,

communications and advertising experts, under the supervision of the Communications Direction of Genoa City Council

GENOA PROJECT

“SPEED UP”• MEETINGS WITH THE STAKEHOLDERSInvolvement, partnerships and co-marketing to launch the

new brand - relevant promotional initiatives

• URBAN MARKETING advertising, presentation, focus groups and workshops

• PROMOTION AND MARKETING OF THE CITYLaunching the brand, visual and coordinated image, tools and

initiatives in Italy and abroad, time planning and general management

GENOA PROJECT

NEXT STEPS

March 2014 (Wednesday, 19th)PRESENTATION OF THE NEW BRAND OF THE CITY AND PROMOTION OF BRANDING STRATEGIES AND

INITIATIVES

March 2014INVITING «LOCAL SUPPORT GROUP»

April 2014RE-STARTING OF WORKSHOPS ATTENDED BY VOLOUNTEERS AND OPINION LEADERS

April 2014 (Thursday 10th, Friday11th)EUROCITIES WORKING GROUP(City Branding and Attractiveness)

November 2014LOCAL ACTION PLAN (END OF CITYLOGO PROJECT)

(vision, goals, key actions, time planning, key actors, etc.)

THE NEW BRANDGENOVA

Comune di GenovaDirezione ComunicazioneComune di GenovaCommunications Direction

CHOICE OF THE BRAND• International open competition «Concorso Internazionale di

Idee» (October-December 2013)

• 373 Applications

• Jury made up of experts chosen in cooperation with AIAP (Italian Association of Design and Visual Communications), TP (Italian Associations of Advertising Designers) and Eurocities

• 28 applications in the shortlist

• Winners: Valeria Morando and Anna Giudice (Studio 7vicocrema, Savona – Reykjavík).


TEASER CAMPAIGN

• From 24th February, some posters have been put up all around the city with just a few parts of the new logo

• Teaser campaign in three steps:

– Just a few pieces of the logo– Pieces of logo and payoff– Payoff and text


Comune di GenovaDirezione Comunicazione

Pieces of logo

Comune di GenovaCommunications Direction


Pieces of logo and payoff


Couples of contrasting adjectives describing the city (remarks of focus

groups’ members)



Text and payoff


TEASER CAMPAIGN ON THE LOCAL NEWSPAPER

“IL SECOLO XIX”


27th February

4th March

8° March


TEASER CAMPAIGN ON THE LOCAL NEWSPAPER

“IL SECOLO XIX”


16 marzo

12 marzo

10 marzo


THE NEW BRAND OF GENOA


USAGE OF THE LOGO


Genoa has required to register the logo for institutional and promotional usage by third parties, even if it remains property of Genoa City Council.

It can be requested to the Communications office of Genoa City Council (Communications and City Promotion Department).

The commercial use of the logo is ruled by the decision taken by Genoa City Council on 3rd April, 2014.


USAGE OF THE LOGO


The logo has already been requested by several public and private stakeholders Merchandising material with the new logo is on sale

The first event using the merchandising material with the new logo has been the Pesto World Championship


SOME EXAMPLES OF USE


The web page of a convention about the Circular Economy organized by AMIU (Genoa’s company for waste management )

The banner at the Spring trade fair where Genoa City Council was present with a «Laboratory of ideas»



Advertising totem by Genoa’s Convention Bureau to promote the touristic app of our city

The cover page of the maps for cruises passengers : they have been created in partnership with several stakeholders


Aquarium of Genoa’s cover page on Facebook with the new logo

Welcome packages for the participants at the Pesto World Championship: shoppers with the new logo


The PHOTOCONTEST


Running a Photocontest on Instagram (hashtag #genovamorethanthis)

Pictures have been voted on Facebook, Genoa Tourism webpage

Cooperation with Genoa IGers community

1120 photos received


Winners of the photo contest


Thanks…


Documents

GENOA CITYLOGO PROJECT - A NEW BRAND FOR GENOA -