City Branding

Competing with cities like Paris can be extremely demanding…

Lyon, the east-central French metropolis has found a way to avoid

being completely overshadowed by the

French capital.

As early as 1989, Lyon launched its Plan

Lumière (illumination plan), based on the traditional fêtes des lumières, with the

artificial illumination of more than 200 buildings

and public spaces.

Since 2001 the festival, known all over Europe as a unique event,

has attracted more than 4 million visitors a year.

“The light has modified the cityscape, thereby creating a

genuine tourist attraction. The twofold nature involving

tradition and innovation, has permitted the Plan Lumière

to make the city a worldwide benchmark in the field”

• What is it?• What is it for?• How does it work?• And you?

ONLYLYON project

On January 30, 2007, the local economic and institutional actors

decided to join forces in a governance scheme, unique in France.

They created the ONLYLYON brand, an international signature for the city to ensure its promotion abroad.

What is it?

The Partners

ONLYLYON illustrates the city’s desire to assert its difference, its values, its identity, its personality

and its exclusivity.The project’s budget was 600.000 euros the first year and 1,5 million

euros the next ones.

What is it for?

ONLYLYON is in charge of promoting Lyon’s assets

and bringing its ambition to fruition: turning its economic development model into a reference among other

major European cities and establishing its international influence.

How does it work?

THE 4 PILLARS OF ONLYLYON APPROACH

1. Communication & marketing strategy with 2 elements

- a media campaign employed in major European airports

- a web marketing tool, aimed at improving ONLYLYON’s visibility

on the internet, as well as its reputation in social networks and

search engines

2. Area specific press relations to increase Lyon’s visibility in the

national and international media, to promote the city’s broad spectrum of expertise (light,

innovation, urban planning and culture)

Advertising Campaign

2008/9 campaign

2011 campaign

2013 campaign

Website

Social networks

3. A network of 15.000 ONLYLYON Ambassadors (CEOs, executives,

celebrities etc.) who promote the city during professional trips. Because the best people to promote Lyon are those who already contribute to its reputation

and influence.

4. Partnering events in order to advertise and promote the brand during well-publicized external

events in major European capitals.

ONLYLYON ONTOUR

And you?ONLYLYON targets the decision makers and consultants in major

European cities. It also invites every admirer and supporter of Lyon to

become an ambassador of the city and to express their pride and share their identity under the ONLYLYON

signature.

Results of ONLYLYON campaign

• Media visibility increased 1750%

• 48 millions of “followers” involved all around the world

• +60% impact on the international press

ONLYLYON SmartCityGreater Lyon's intelligent approach is based on 4 basicbuilding blocks:• an overall approach which includes all fields: energy,

mobility, new services, economic development, the environment, urban planning etc.

• putting the inhabitants at the heart of the strategy with the introduction of actual projects with real benefits

• a collaborative approach that includes all stakeholders: businesses, citizens partners academics and institutions

• smart city projects in order to test innovative solutions and check their technological viability.

GRIZZLY, innovative urban captors to optimise the

treatment of roads in winter

GRANDLYON Smartdata, to make public data available

Digital services, helping the city by developing new services

The Grand Lyon Experimentation Cell:

to facilitate the setting up of experiments deployment of high

speed fibre optic: to bring fibre optic to the 58 communes of the area by

2019

The Living Lab: to facilitate the development of new

products and services by public/private partnerships.

Creating the conditions for innovation, supporting and strengthening the ability of key

players in the area to innovate

Greater Lyon is reaching out to combine economic dynamism with sustainable development and wants to

become a test bed area for the design and development of innovative services and usages.

Greater Lyon smart city strategy

Lyon, where it’s good to do business

Greater Lyon enjoys a thriving entrepreneurial scene. This dynamic scene has been supported by

the actions of partners in the "Lyon Ville de l’Entrepreneuriat" programme (part of the Grand Lyon, l’Esprit d’Entreprise programme), aimed at

raising public awareness about business start-ups and supporting project initiators at every step of the

way.

Their ambition: “to make the urban area the number one business start-up zone in Europe”

Lyon is one of the six major European cities that property investors prefer*.

The take-up rates for office, activities and logistics premises, the limited rise in cost per square meter, competitive in relation to

the rest of Europe, are key factors bearing on the property situation in Lyon.

* Source: Study "Emerging Trends in Real Estate Europe 2008", published by the Urban Land Institute (ULI) and Price Waterhouse

Coopers in April 2008

Energy efficiency in buildingsIn France, buildings and property are responsible for 40% of energy

consumption and 25% of greenhouse-gas emissions. All efforts made in this sector will therefore have a real impact on the environment in the medium term. For several years now, Lyon has positioned itself on the

national stage as one of the forerunners of a cross-disciplinary approach to the problem.

Its objective now is to become a European pioneer in the field of sustainable development.

Energy Projects

•Watt&Moi: a new way of monitoring consumption of Linky electricity

•Smart Electric Lyon: a very large scale demonstrator, upstream of the meter which involves 25,000 households

...an offshoot of Agenda 21 and is focused on the achievement

of European objectives on greenhouse gases and

renewable energy. In 2012 the action plan was voted - it

gathers together contributions from fifty or so institutional,

academic, private partners and citizens.

The Greater Lyon Climate Plan...

Sustainable transportation, accessibility

- Conveniently located on the route down to the Mediterranean- France's second largest airport zone- TGV high-speed train connections to Paris, Marseille, Geneva, London and Brussels - Vélo’V bike-hire scheme- 4 metro lines, including an automatic line;- 3 tramway lines;- 2 funicular railways;- 120 bus and trolley lines;- 343 Vélo’v self-service bicycle hire points offering 4,000 bicycles.

The ‘Innovation Cities Top 100 Index 2011’, performed by the Australian agency 2thinknow, ranked Lyon in 8th place in the innovative cities

index out of 331 cities in 2011.

Lyon climbed up one place compared with the 2010

results to confirm its designation as an area of

dynamic growth and innovation. The index is based on 162 different ‘indicators of

innovation’, among them: property prices, mobility

(public transport), cultural exchange and scientific

research.

Lyon, 2012 Web Capital of the World

The world web conference is the event for all web actors: researchers, industrial players, users etc. During

the event, you can get an idea of the latest web developments and their technological, human,

sociological and philosophical effects. This event is an exploration of the web’s perpetually changing horizons.

Lyon was chosen for several reasons and numerous advantages

the city offers:

Geographic location:

Lyon is close to many European borders and the French

capital, and its proximity to both the mountains and the sea

A pleasant and perfectly-sized city…

Its excellent higher education establishments…

…its culture and something that simply cannot be overlooked: its

gastronomy!!

Lyon smart city will expand in 2013In 2013, the implementation of the smart city approach will accelerate with a number of

projects coming to fruition.

Public data will become available with the official launch of Smartdata Grand Lyon, expected in April and will be followed in May by the laying of the foundation stone of the

Hikari project, anchoring Lyon Smart Community in Lyon Confluence.

Summer 2013 will see the launch of the Greater Lyon mobility project just ahead of the introduction of shared electric vehicle pools in several key areas of the region.

Thank you for your attention!

http://www.onlylyon.org

http://theychoselyon.com/

http://www.fetedeslumieres.lyon.fr/Photos-Gallery

http://www.business.greaterlyon.com/

http://www.e-marketing.fr/Marketing-Magazine/Article/I-love-my-city-30732-1.htm

http://www.citybranding.gr/search/label/%CE%A0%CE%A1%CE%9F%CE%A9%CE%98%CE%97%CE%A3%CE%97%20%CE%A0%CE%9F%CE%9B%CE%95%CE%A9%CE%9D

http://www.journaldunet.com/management/marketing/city-branding.shtml

http://www.planete-plus-intelligente.lemonde.fr/villes/vous-avez-dit-city-branding-_a-13-1025.html

LYONLINKS

http://je-segma.fr/blog/actu-marketing/47-le-city-branding-peut-on-tout-vendre-meme-une-ville

http://www.grandlyon.com/

http://www.business.greaterlyon.com/

http://www.lexpress.fr/informations/lyon-bourgeoise-conservatrice-et-machiste_621200.html

http://www.strategies.fr/etudes-tendances/dossiers/196900/204933W/6-10-only-lyon-maxi-roi.html

http://echosdemetropole.caue69.fr/index.php/onlylyon-un-outil-de-marketing-territorial-au-service-de-la-metropole/

http://www.business.greaterlyon.com/lyon-smart-city-france-europe.346.0.html?&L=1

http://www.citybranding.gr/2010/02/marketing.html

TheSmartCityTeam:

T. Androutsopoulos http://www.linkedin.com/pub/theodore-androutsopoulos/16/469/67

D. Giannibasdgiannibas@gmail.com

V. Kasvikivkasviki1@gmail.com

K. Kentrou@kentrouk

El. Michalakihttp://www.linkedin.com/pub/eleni-michalaki/23/644/75a

PANTEION UNIVERSITY OF SOCIAL AND POLITICAL SCIENCES

Department of Communication, Media and CultureMA in Cultural Management

Course: Cultural Marketing and CommunicationCourse Instructor: Betty Tsakarestou, Assistant Professor and Head of

Advertising and Public Relations Lab

AthensCoCreation BrandingProject

Athens, April 2013