CU @ Athens

Cultural Marketing and Communication - Athens Co-Creation Branding Project

Panteion University of Social and Political SciencesDepartment of Communication, Media and Culture

MSc Cultural Managament

A branding proposition for Athens

Ksanthi Katsiapi, Anna Mitilinaiou, Zoi Xanthopoulou, Efi Palli, George Tzioumaris

OUR VISION

To highlight the “smartness” of Athens in order to take its rightful place among the smartest cities, globally.

To create a concrete, diachronic and clear identity that will showcase Athens’ unique vibrant reality and distinctive potentials; one that will be representative of all the local residents and easily perceived by the global village.

To dissolve the stereotypes that are being coined from the negative publicity worldwide, due to the crisis.

OUR STRATEGY

Our branding strategy is based on four primary pillars.

These are expected to engulf most of the social, cultural and economic aspects and actions that take place in Athens.

Our goal is to engage the public and private sector, citizens and tourists, investors, stakeholders and entrepreneurs as well as local universities.

Innovation-Start-ups-Education

Arts and culture

Green Solutions

Human resources

OPTIMISMOPTIMISM

HOPE

HOPE

IMPLEMENTATION – ACTIONS

Creation of tech hubs and art hubs in selected areas of the city where similar actions are grouped urban regeneration

Establish annual forums of innovation, sustainability, entrepreneurship and start-ups in collaboration with universities, corporations and public organizations.

Promote cooperation of public and private sector.

Green solutions: green roofs and balconies

Creation of a website that will be the primary pillar of Athens’ branding, where we will promote our key projects, videos, collaborations and partnerships, sponsors

participation of the citizens evolution into a mobile app over the next 2-3 yearstake advantage of google travel 2014, collaboration with touristic offices and agencies

Creation of a Facebook page, twitter account, YouTube channel and Vimeo in order to make our actions well known.

This is the place you want to be,

This is the place you want to live,

So do it!

CU @ Athens

LINKS

•http://www.imerisia.gr/article.asp?catid=26519&subid=2&pubid=113040774 •http://www.emea.gr/startupbootcamp-open-pitch-day-athens-%cf%80%ce%b1%cf%81%ce%bf%cf%85%cf%83%ce%b9%ce%ac%cf%83%ce%b5%ce%b9%cf%82/339038

•http://www.mke.aueb.gr/%CE%B4%CE%B9%CE%B1%CE%B3%CF%89%CE%BD%CE%B9%CF%83%CE%BC%CF%8C%CF%822013/%CE%B4%CE%B9%CE%B1%CE%B3%CF%89%CE%BD%CE%B9%CF%83%CE%BC%CF%8C%CF%82-2012/%CE%BD%CE%B9%CE%BA%CE%B7%CF%84%CE%AD%CF%82

•http://www.ennovation.gr/previous-competitions/ennovation-2011/?lang=EL •http://greekinnovationexpo.gr/

•http://dasta.uowm.gr/career/%CE%B5%CE%BA%CE%B4%CE%B7%CE%BB%CF%8E%CF%83%CE%B5%CE%B9%CF%82%CE%B1%CE%BD%CE%B1%CE%BA%CE%BF%CE%B9%CE%BD%CF%8E%CF%83%CE%B5%CE%B9%CF%82/%CF%84%CE%BF-startup-live-athens-%CE%BC%CE%B5-%CE%B8%CE%AD%CE%BC%CE%B1-%CF%84%CE%B7-%E2%80%9C%CE%B2%CE%B9%CF%8E%CF%83%CE%B9%CE%BC%CE%B7-%CE%B5%CF%80%CE%B9%CF%87%CE%B5%CE%B9%CF%81%CE%B7%CE%BC%CE%B1/

•http://www.cityofathens.gr/episkeptes/aksiotheata/moyseia

•http://www.cityofathens.gr/episkeptes/aksiotheata/arxaiologikoi-xoroi

•http://www.greekfestival.gr/en/

•http://www.athensinfoguide.com/nlcinemas.htm

•http://www.cityofathens.gr/en/technopolis-venues-0

 http://www.ypeka.gr/Default.aspx?tabid=589&language=el-GR http://www.express.gr/news/ellada/566521oz_20080225566521.php3 http://atenistas.org/2013/04/25/kypseli/

http://glovo.com.gr/

http://volunteer4greece.gr/S/v4g/

http://www.aftodioikisi.gr/dimoi/koridallos-kremastres-allilengiis-gia-ti-sigkentrosi-kai-antallagi-agathon

 http://www.citybranding.gr/2012/09/blog-post_15.html http://www.citybranding.gr/2012/08/blog-post_1697.html#more http://www.autotriti.gr/data/news/preview_news/111657.asphttp://www.imerisia.gr/article.asp?catid=26515&subid=2&pubid=113002065  

Thank you for your attention!!

Katsiapi Ksanthi Mitilinaiou Anna Xanthopoulou Zoi

Palli Efi Tzioumaris George

Cultural Marketing and Communication- Athens Co-Creation Branding Project

Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab

Department of Communication, Media and Culture, Panteion University