Methodology, involvement of stakeholders and European perspective GENOA CITYLOGO 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

GENOA PROJECT BACKGROUND Economic crisis, unemployment, social issues More and more pivotal role of tourism, research and third sector Growing territorial competitivity Importance of highlighting all city assets Need 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 STAKEHOLDERS Involvement, 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 CITY Launching 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 2014 INVITING «LOCAL SUPPORT GROUP» April 2014 RE-STARTING OF WORKSHOPS ATTENDED BY VOLOUNTEERS AND OPINION LEADERS April 2014 (Thursday 10th, Friday11th) EUROCITIES WORKING GROUP (City Branding and Attractiveness) November 2014 LOCAL ACTION PLAN (END OF CITYLOGO PROJECT) (vision, goals, key actions, time planning, key actors, etc.)

THE NEW BRAND GENOVA Comune di Genova Communications Direction Direzione Comunicazione

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). Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

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 Genova Communications Direction Comune di Genova Direzione Comunicazione

Pieces of logo Comune di Genova Communications Direction Direzione Comunicazione

Pieces of logo and payoff Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

Couples of contrasting adjectives describing the city (remarks of focus groups’ members) Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

Text and payoff Comune di Genova Communications Direction Direzione Comunicazione

TEASER CAMPAIGN ON THE LOCAL NEWSPAPER “IL SECOLO XIX” 27th February 4th March 8° March Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

TEASER CAMPAIGN ON THE LOCAL NEWSPAPER “IL SECOLO XIX” 10 marzo 12 marzo 16 marzo Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

THE NEW BRAND OF GENOA Comune di Genova Communications Direction Direzione Comunicazione

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. Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

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   Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

SOME EXAMPLES OF USE The banner at the Spring trade fair where Genoa City Council was present with a «Laboratory of ideas»   The web page of a convention about the Circular Economy organized by AMIU (Genoa’s company for waste management ) Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

  The cover page of the maps for cruises passengers : they have been created in partnership with several stakeholders Advertising totem by Genoa’s Convention Bureau to promote the touristic app of our city Comune di Genova Communications Direction

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 Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

The PHOTOCONTEST 1120 photos received Running a Photocontest on Instagram (hashtag #genovamorethanthis) Pictures have been voted on Facebook, Genoa Tourism webpage Cooperation with Genoa IGers community 1120 photos received Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

Winners of the photo contest Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione

Thanks… Comune di Genova Communications Direction Comune di Genova Direzione Comunicazione