The document discusses strategies for placebranding and placemaking to support rural development. It first explores how globalization and localization impact places and the rural identity. It then discusses placebranding as a process to build a favorable image and sense of place. Placemaking is described as how people create a sense of place through social and physical elements. Finally, it provides examples of strategies used in rural areas, including festivals celebrating local foods and traditions to attract visitors and enhance community identity.

1. The Rural Idyll: Myth or Reality? placemaking and placebranding strategies on rural development Gerard van Keken * ReMarkable Identity

2. The rural idyll: Myth or Reality?

5. 1. Place : globalisation and localisation From here it looks beautiful I don’t know why we left … .. For vital and sustainable areas (and the earth)

6. Some perspectives on my presentation today

7. 1. Place : globalisation and localisation Paris New York Shanghai Metropolitan megacities

9. 1. Place : globalisation and localisation Source: Hans Eijkelboom

10. 1. Place : globalisation and localisation Source: Hans Eijkelboom

11. 1. Place : globalisation and localisation Source: Hans Eijkelboom

22. 1. Place : globalisation and localisation social representation of the rural: If people have these ideas of the rural, you can do something with it, take advantage of it!!!!!

26. Placebranding & Placemaking

28. RURAL RESIDENT ?

30. Question 1 Rural areas cover 76 percent of Europe´s land surface MYTH or REALITY?

31. Question 2 Languages are dying at a dramatic rate, from an estimated 15.000 just 100 years ago to some 7.000 today ! MYTH or REALITY ?

32. The World Population is More Urban Than Rural MYTH or REALITY? Question 3

33. Question 4 90 million pigs are reared annually for meat in the EU MYTH or REALITY?

34. Question 5 So far fourteen countries have at least one officially accredited Cittaslow community. MYTH or REALITY?

35. Question 6 The percentage of the total labour force in EU working in agriculture, forestry and fishing is 9,1%. MYTH or REALITY?

36. Question 7 The EU has approximately 500 million inhabitants MYTH or REALITY?

37. Question 8 Our food now travels an average of 1.500 miles before ending up on our plates. MYTH or REALITY ?

38. Question 9 There are almost 50 million agricultural companies in the EU. MYTH or REALITY?

39. Question 10 Organic farming area covers 7.8% of the total utilised agricultural area in the EU. MYTH or REALITY?

40. Question 11 Almost 60% of the population of the EU, in 27 countries lives in rural areas. MYTH or REALITY?

41. Question 12 The yearly budget of the EU for their policies is more than 120 billion euro. MYTH or REALITY?

42. Question 13 The slow food organisation has members in 132 countries and more than 100.000 members. MYTH or REALITY?

43. Question 14 The share of Agriculture to the GDP of the EU is 2,5%. MYTH or REALITY?

44. Question 15 The common agricultural policy of the EU represents 30% of the EU's total spending. MYTH or REALITY?

45. 2. Who wants to be a rural resident? The answers…….are p.s. if you trust yourself correct them yourself If not…ask your neighbour !

46. 3. Placebranding: what & how

47. 3. Placebranding : what and how Place: Calais

48. 3. Place branding : what and how Pas-de-Calais, Really, there is another paradise !

53. Place Brand Essence Identity Experience Concept Value Match Place Brand Analysis Perceived Identity Perceived Image Projected Image Place Brand Implementation Construction Communication Cooperation Source: Govers & Go, 2009 3. Placebranding : what and how

54. 3. Placebranding : what and how www.placebrandz.com

64. 4. Placemaking : what and how Place-making strategy : Elements of identity that can be used for a (renewed) construction of identity Govers & Go, 2009 Past Symbolism Past Behavior Communi-cation Great events/ Great heroes Food / Architecture / Arts / Literature / Popular culture Language / Traditions / Rituals / Folk Size Physical Appearance Inner Mentality Location History Coloring elements Changing Signifiers Semi-static Structural

68. Turin, Italy ( not so rural) City of….? Fiat Juventus Winterolympics 2006 & Salon del Gusto 5. Strategies on placebranding and placemaking

70. What can you do with Garlic? 5. Strategies on placebranding and placemaking

72. Bra, Italy cheese festival, yearly in september, 150.000 visitors 5. Strategies on placebranding and placemaking

75. Artichoke Festival in Benicarló (Alcachofa, Spain) the traditional - a thousand and one different kinds of – artichoke tastings. Grilled, fried, in omelettes or fiestas Yearly in January 5. Strategies on placebranding and placemaking

76. The Taste of Zeêland, since 2000 5. Strategies on placebranding and placemaking

78. Fashion(show)- design contest “ Design a new outfit for today’s wear inspired by Zeeland’s traditional folkloristic Costumes ” 5. Strategies on placebranding and placemaking

79. 5. Strategies on placebranding and placemaking Possibilities are endless, but you need a strategy Past Symbolism Past Behavior Communi-cation Great events/ Great heroes Food / Architecture / Arts / Literature / Popular culture Language / Traditions / Rituals / Folk Size Physical Appearance Inner Mentality Location History Coloring elements Changing Signifiers Semi-static Structural

80. 6. Some concluding thoughts Shrink the buzzword Not just a shrinking Population But shrink…on

86. 6. Some concluding thoughts Dutch TV program: ‘Farmer looking for a wife’, creates high symbolic value for the rural countryside

87. Thank you for inviting me, your attention Any questions, suggestions, remarks, complaints (except about the quiz)?