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Theory
The economic development of cities basically
depends on the creative class and attractive
environmentsFlorida
A brand becomes an economic asset when
people come to count on brand to contribute
to social life, when it is embedded in society
and culture Douglas B. Holt
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Zarasai
7 000
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Summer festivals
Lakes
Stelmu oak
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Aims
Attract more tourists
Increase the popularity of
Zarasai
Shown Zarasai as a
modern, artistic and
environmentally friendly
place
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Prefer outdoor sport
Want to travel and acknowledge other
cultures
Enjoy riding a bike
Want to be part of the cyclists community
Prefer spending time with family or friends Wide age range
Target audience
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Daugavpils
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Idea of the brand
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Values
Fun Discoveries and inspiration
Family and friends
Nature, ecology and healthy lifestyle
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Characteristics
Accessible
Adjustable
Environmentally-friendly
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Logo and Slogan
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Brand concept
Rent service
Bicycle tracks
Bicycle stops
Toursim integration
Event integration
Linkage with Daugpils
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Bicycles in Daugavpils
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Innovations
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Additional value
Installing new bicycle tracks and renovation of old
tracks
Attraction of tourists to Zarasai
Attraction for sponsors that could encourageinvestments in new
businesses
Better infrastructure
Better use of the nature resources of Zarasairegion
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Cooperation with business and other
organizations
Business for local bicycle rentals
Manufacturers
Local government
Tourism organizations
Food and Drinks
Active leisure
Music festivals
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Marketing
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Advertising
Printed advertisements
Outdoor advertising
Press
Radio
Web Other forms of advertising
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Strengths
Suitable landscape
Developing cycling infrastructure
Riding bicycle promotion in festivals
New city life activities
Collaboration with Daugavpils
Youthful, positive mood
Positive developments in healthy lifestyle and
environmental sustainability.
Weaknesses
Seasonal entertainment
Small target group
Opportunities
Attract investors
Zarasai become professional cycling center.
To make city known as original bicycle city
Threats
Cities competitors
Apathy of municipality and local people.
Unattractive for no-ncyclers
SWOT
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Financing
Sponsors
Local government
EU programme for improving infrastructure ofeco-tourism, active
leisure and recreation.
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Zarasai usuka!
