At Brand project

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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

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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

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Partners

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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

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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

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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

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Workshops

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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

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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]
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References

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  1. ^ Atlantic Area IV
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  4. ^ Structural Funds and Cohesion Fund
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  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]
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  19. ^ Atlantic Area Programme Priorities Archived 16 June 2015 at the Wayback Machine
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  28. ^ City brand governnce shaping the collaboration COOP Atlentico
  29. ^ City Brand Governance Issue [dead link]
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