At Brand project explained

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

Interreg Atlantic Area IVB [3] is the fourth transnational cooperation[4] 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

Partners

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

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

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]

Activities

Workshops

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]

Pilot projects

Each participating city has its own pilot project:

Notes and References

  1. http://www.coop-atlantico.com/ Atlantic Area IV
  2. Web site: Project - AT.BRAND . 2024-02-28 . Keep.eu . en-US.
  3. Web site: INTERREG Atlantic Area IV programme. 28 March 2023.
  4. [Structural Funds and Cohesion Fund]
  5. Web site: Atlantic Area . dead . https://web.archive.org/web/20141228184942/http://ec.europa.eu/regional_policy/atlas2007/transnational/atlantic_coast_en.htm . 28 December 2014 . 28 March 2023.
  6. Web site: ATLANTIC AREA TRANSNATIONAL COOPERATION PROGRAMME 2014–2020 . 28 March 2023.
  7. Web site: Project - AT.BRAND . 2024-02-28 . Keep.eu . en-US.
  8. Web site: Web Municipal del Ayuntamiento de Gijón .
  9. Web site: Archived copy . dead . https://web.archive.org/web/20150924080124/http://www.portlarochelle.com/IMG/pdf/enquete-port-plaisance.pdf . 24 September 2015 . 13 August 2015 . dmy-all.
  10. Web site: 13 February 2015 . Atlantic City Branding – AT Brand Project Fosters Collaboration .
  11. Web site: Dublin is leading the way in integrated city branding. https://wayback.archive-it.org/all/20191021073947/https://www.localenterprise.ie/DublinCity/News/Press-Releases/Dublin-is-leading-the-way-in-integrated-city-branding-.html. dead. 21 October 2019. www.localenterprise.ie.
  12. Web site: Liverpool is where it's AT for city branding . 28 March 2023.
  13. Web site: 21 April 2015 . "CityBranding&Marketing", organizada por Fomento San Sebastián .
  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. http://www.creativedublinalliance.ie/assets/2012/09/Branding-Dublin-Roadmap.pdf A Roadmap for Branding Dublin
  16. Web site: Flynn . Jessica . 22 August 2014 . We want YOU to tell us what's so great about Cardiff . 28 March 2023 . WalesOnline.
  17. Web site: Projects and documents . 28 March 2023 . Keep.eu.
  18. Web site: Projects approved 4th call . 28 March 2023.
  19. http://www.seupb.eu/programmes2007-2013/interreg-overview/transnational/atlanticareaprogramme.aspx Atlantic Area Programme Priorities
  20. Web site: Accueil - Agglo la Rochelle . 13 August 2015 . https://web.archive.org/web/20151223172213/http://www.agglo-larochelle.fr/-/enquete-en-ligne-aupres-des-acteurs-habitant-le-territoire-de-la-rochelle . 23 December 2015 . dead . dmy-all .
  21. Web site: Faro em la Rochelle (França) com o Projeto AT Brand .
  22. Web site: AT Brand Project background . 4 June 2015 . https://web.archive.org/web/20150615204957/http://www.liverpoolvision.co.uk/wp-content/uploads/2014/03/Appendix-3_-AT-Brand-Project-background.pdf . 15 June 2015 . dead .
  23. Web site: AT.Brand Workshop Communication actions in today´s city branding & marketing by Grupo TASO - issuu . dead . https://web.archive.org/web/20160320100604/https://issuu.com/grupotaso/docs/finalprogramme_communicationactions . 20 March 2016 . 13 August 2015.
  24. Web site: 'Innovative city branding' conference at the IFB .
  25. Web site: 3 February 2015 . Dublin City at the forefront of EU Branding Initiative .
  26. Web site: ybnews . 2014-06-18 . Liverpool's where it's AT for city branding . 2024-02-28 . Liverpool Business News . en-GB.
  27. Web site: Marché public: 17 Elaboration d'une stratégie d'attractivité et de marque partagée à la Rochelle - la Rochelle .
  28. http://www.coop-atlantico.com/news/city-brand-governance-shaping-the-collaboration City brand governnce shaping the collaboration
  29. http://issuu.com/grupotaso/docs/programme_citybrandgovernance_laroc City Brand Governance
  30. Web site: Inicio .
  31. Web site: At Brand . dead . https://web.archive.org/web/20150924014231/http://www.fomentosansebastian.eus/donostiainn/en/programas-y-ayudas-en/at-brand . 24 September 2015 . 13 August 2015 . dmy-all.
  32. Web site: XVI GA : Atlantic cities: A quality label | Atlantic Arc Cities . dead . https://web.archive.org/web/20150815040714/http://atlanticcities.eu/archives/5826?lang=en . 15 August 2015 . 12 August 2015.
  33. Web site: Dublin City Council has taken the lead in an exciting €1m EU City Branding Initiative | Dublin City Council . 12 August 2015 . https://web.archive.org/web/20150923222102/http://www.dublincity.ie/dublin-city-council-has-taken-lead-exciting-%E2%82%AC1m-eu-city-branding-initiative . 23 September 2015 . dead .
  34. News: 17 January 2015 . " Clarifier l'image de la Rochelle »" Une bonne notoriété "" Convivialité discrète "« Présence de la mer " .
  35. Web site: UMLR – Démarche " Marketing Territorial " engagée à la Rochelle.
  36. Web site: Portal do Munícipe - Faro O Projeto de cooperação transnacional AT Brand . 12 August 2015 . 4 March 2016 . https://web.archive.org/web/20160304212226/http://portaldomunicipe.cm-faro.pt/menu/270/o-projeto-at-brand.aspx . dead .
  37. Web site: San Sebastian seeks to position itself as a City of Innovation through the European AT BRAND project | Working 4 Talent . dead . https://web.archive.org/web/20160304131423/http://www.w4t.eu/san-sebastian-seeks-to-position-itself-as-a-city-of-innovation-through-the-european-at-brand-project/ . 4 March 2016 . 13 August 2015 . dmy-all.
  38. Web site: Inicio.
  39. Web site: Report of director of economic development . 28 March 2023.
  40. Web site: Cardiff Unscripted - Latest news updates, pictures, video, reaction - Wales Online. www.walesonline.co.uk. 23 November 2015 . 28 March 2023.
  41. Web site: 12 December 2014 . Cardiff Central Station – Results of Public Consultation .
  42. Web site: Home . itsliverpool.com . 4 June 2015 . 27 June 2015 . https://web.archive.org/web/20150627134435/http://www.itsliverpool.com/ . dead .

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