Branding Lyon
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A critic review over the city branding campaign ONLYLYON, which was launched to promote the Lyon, as an international city.
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Branding Lyon
- 2. Why LYON? Smart city Top quality Universities Artistic city Business friendly Festival de la lumiere: https://www.youtube.com/watch?v =0SJ0J0DAUoc 1,3million inhabitants
- 3. Launched in 2007 Top-down approach “Addicted to Lyon” campaign, since 2013 and still on the campaign
- 4. the campaign || initiative & partners Main objective: to build Lyon’s international reputation Make Lyon better known Generate appreciation for Lyon Bring people to Lyon → with 28 private and public partners
- 6. the campaign || Where does Lyon stand? Rankings 38th on the Mercer 2016 ranking Global Liveability Ranking (EUI): 30th place Based on Reputation Institute: Lyon is a little-known city with a strong reputation → so it needs to communicate its brand to a wider audience Between Milan and Singapore | Lyon is 33rd
- 7. the campaign || Main sectors of interest 1. Innovation, part of Lyon’s DNA Lyon as the first smart city in France https://www.youtube.com/watch?v=kjo_TSOOTsM
- 8. the campaign || Main sectors of interest 2. Dynamic Business and Economics video for promoting the creative industries: https://www.youtube.com/watch?v=P2ck_lY29CQ A dynamic and innovative economy - ranked 17th in the IBM 2014 rankings for the world most attractive cities in terms of investment. (main sectors: Life Sciences & Chemistry/environment). Ranked 1st most business-friendly city in France - L’expansion L’express 2014 in 2014, the Festival of Lights was “exported” to Dubai in order to attract international interest + ongoing collaboration with Emirates for advertising Lyon at all their flights
- 9. the campaign || Main sectors of interest 3. Lyon, an ideal quality of life An urban heritage (classified a Unesco World Heritage site and the second most important Renaissance site after Venice) Smartness
- 10. the campaign || Main sectors of interest 4. Culture & Events 20% of the city’s budget is dedicated to cultural projects Vivid cultural life throughout the city/multiple events/festivals Fête des Lumières (Festival of Lights) → This 4-day festival attracts more than 4 million visitors each year | a flagship event for the city’s brand (example: https://www.youtube.com/watch?v=dp9bYDmj0YQ)
- 11. the campaign || Main sectors of interest 5. Excellence in Education 10% international students 46th Best Student City, according to QS 6. Sports & Leisure
- 12. the campaign || How they did it? Communication tools “Addicted to Lyon” Campaign (since 2013) → storytelling approach Ambassadors http://www.onlylyon.com/en/
- 13. the campaign || How they did it? Communication tools Social media innovative approach - the 1st city to implement large-scale social media campaigns in order to promote its city branding (in 2009). On 2016 they plan to implement: 10 international digital campaigns on FB, youtube and twitter 2-month targeted international business campaign on LinkedIn (to reach 900,000 decision makers) Strong INSTAGRAM presence, where Lyon fans upload photos of the city “ONLYLYON buzz”: collaboration with Lyon’s higher education institutions specializing in communication, acting as creative incubators to produce videos and photos inspired by the City and create a buzz → going “viral” approach Press - multiple events for international journalists
- 14. the campaign Results Achieved target of 100 million views across Facebook activity in 2015 Achieved 50,000 Twitter followers, against a target of 35,000 ONLYLYON social media activity and branding program contributed to Invest in Lyon, attracting 80 international companies to set up business in Lyon over the past two year.
- 16. the campaign Results Politically: Since January 2015, the wider area of Lyon, its suburbs and other 58 small cities, have all been paired to Métropole de Lyon → greater political power of Lyon, to the wider area | strategic plan on making the wider area SMARTER: http://www.grandlyon.com/fileadmin/user_uploa d/media/images/institution/20141218_gl_compe tencesmetropole_1200.jpg
- 18. About the campaign... The Lyonnais are participating in the campaign either as ambassadors or as social media users - it doesn’t seem as if its citizens are fully engaged and integrated to the marketing campaign. → having the opportunity to participate but not to co-create Although the campaign was launched based on an innovative approach, investing in social media (in 2009), nowadays it seems like this innovative spirit has reached a plateau. → bringing new investments in, but not start-ups and creative industries LOGO similar to other campaigns (beBerlin, Madrid,I Amsterdam etc) → more of a reproduction rather than a creative idea, reflecting a local character GRAND LYON’s main goal was to make LYON the #1 European city for start-up companies → lack of creativity in design, communication strategies.
- 19. About the city of Lyon... Lyon is a vibrant city with a unique vibe, ideal for young creative individuals and with a strong cultural presence → its unique vibe is not communicated to the world, but if you visit it, it’s there Lyon needs to build a unique city identity and build on it, in a GLOCAL way. → challenge for contemporary cities: As Michael Speaks (2002) points out, cities are faced with the paradoxical problem of constructing identities based on differences that disappear at a rate proportional of the growth of global sameness. Mid-size cities like Lyon face a difficulty in defining their competition. → it doesn’t have the capacity to welcome and satisfy everyone (as large metropolis like Paris, Tokyo etc can), its city branding should be more narrow, but not in a restrictive way.
- 20. Conclusions ● Contemporary cities sometimes fail to create a unique identity, because they focus on the global competition and instead of starting with their best, original raw material, they try to find “external” ideas to promote their city. → Benchmarking is very helpful, but it requires a deep knowledge of one’s identity, nature, social nexus, history and tendencies.