Key study visit Zürich

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Introductory note

CityLogo_Innovative place brand management

Utrecht Coimbra Genoa Warsaw Zaragoza Dundee Oslo Aarhus Vilnius Alba Iulia

Key study visit Zürich

Programme_January 22_2015

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CITYLOGO – KEY STUDY VISIT ZURICH

Zurich is the largest city of a relatively small country. Around 400,000 inhabitants lives within the

municipality and 1.8 million in the Greater Zurich area. Besides its strong specialization in global financial services, Zurich hosts a diversity of high-tech manufacturing sectors and tourism is likewise a growing industry. The business environment is unique, fueled by one of the smallest taxation of developed countries and a bunch of leading research institutes and Universities such as the University of Zürich UZH, Zürich University of Applied Sciences ZHAW or Swiss Federal Institute of Technology Zürich ETH. Furthermore, the city used to rank at the highest positions in many World and Europe-wide indexes regarding quality of life, wealth and innovation. As a result the city-region is a magnet for skilled workers from all over the world, and at present about one third of the population are resident foreigners. Cosmopolitan, multilingual and hyperconnected, Zurich has quickly developed a strongly globalized profile.

In this context, a number of entities were promoting the city internationally as business place on the one hand and as destination for visitors on the other hand, plus a range of key stakeholders also marketing the city in their respective segments - international airport, Universities, etc. First attempts unlocking some commonalities, increasing coordination and promoting a unifying city narrative were initiated ten years ago, resulting in today´s cooperation between the City and the Canton of Zurich, Zurich Tourism and the Greater Zurich Area (the body in charge of inward investment). However this is still a work in progress, since at some extent that cooperation would need to be extended and more clearly institutionalized, in terms of common platform for co-decision-making, funding model and dedicated team, among other issues.

Furthermore, the articulation of the different efforts related to attractiveness and territorial marketing between the local and canton level on one side and the state level on the other, especially in a small country like Switzerland (8.2 million of inhabitants) is a hot topic that most likely will be raised up during the study visit. Indeed, there is a range of agencies belonging to the federal government promoting the Country worldwide, e.g. Switzerland Tourism, Pro Helvetia (culture), Switzerland Global Enterprise (export and inward investment), Swissnex (science and innovation), Presence Switzerland (participation in big global events).

Summarizing, as regards integrated city branding, Zurich cannot exhibit a consolidated experience yet. Rather it is still a work in progress. They have got first significant achievements and are facing a number of pending challenges, most of them concerning the building of a stronger collaboration model, horizontally (further alignment of the stakeholders operating within the city-region) and vertically (better articulation among the three main working scales in the country, local-canton-federal government). And this is precisely the kind of thoughtful experience we are seeking to discuss about, as many of the CityLogo partner cities are now confronting the same juncture. Therefore, our sincere gratitude to the City of Zurich, particularly its Office for Urban Development, for hosting the CityLogo international delegation and organizing a so relevant agenda, as well as big thanks to the Zurich-based contributors for such a promising interaction with them.

Miguel Rivas, lead expert for CityLogo Haye Folkertsma, representative of Utrecht as CityLogo lead partner

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Agenda

Meeting venue: Zurich City Hall / Musiksaal, Stadthausquai 17, 8001 Zürich.

09:00 – 09:15 Arrival at the meeting venue.

09:15 – 09:20 Welcome speech by Anna Schindler, Director of the Office for Urban

Development, City of Zurich.

09:20 – 10.00 Comprehensive intro: branding and marketing the city in a political

environment with multiple stakeholders, followed by Q&A. Yves Bisang,

Office for Urban Development, City of Zürich.

10.00 – 10.30 Promoting one of the most vibrant economic centers in Europe, followed by

Q&A. Sonja Wollkopf (CEO) and Lukas Sieber (Head of Communications),

Greater Zurich Area AG.

10.30 – 11.00 Coffee break.

11.00 – 11.30 Multi-level governance in destination marketing: the Swiss way, followed by

Q&A. Rahel Stanig, Marketing Manager Cities, Switzerland Tourism.

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11:30 – 12:00 A fresh look at place branding from the branding industry, followed by Q&A.

Benjamin Gilgen, Managing director at MetaDesign AG.

12:30 – 14:00 Lunch i.e. Restaurant Markthalle im Viadukt. TBC.

14:00 – 16:00 Bus trip to Zurich-West: from dereliction to hip business and leisure.

16:15 – 17:00 Debriefing session: key findings from Zurich.

Zurich-based contributors

City of Zurich

Office for Urban Development

https://www.stadt-zuerich.ch/prd/en/index/stadtentwicklung.html

The Office for Urban Development includes cross-cultural Issues, city and neighbourhood development, economic development and foreign affairs. Through interdisciplinary teams, the four subdivisions work out strategic guidelines on social, economic and socio-demographic matters. With their various activities, the four teams contribute to strengthening the brand Zürich inside and outside Switzerland, now under the tagline “Zurich, World Class, Swiss Made”.

Anna Schindler, City of Zürich, Director of the Office for Urban Development.

Anna studied geography at the University of Bern, where she specialized in urban development. In addition to working as a culture and architecture journalist she has worked in various management and executive positions at two universities and as a lecturer at the Zurich University of Applied Sciences ZHAW. Several architectural and urban projects at ETH Studio Basel and in Mendrisio complement her work as a lecturer, journalist and editor of the journal «werk, bauen und wohnen». Since 2011 she is director of the Office for Urban Development.

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Yves Bisang, City of Zürich, Office for Urban Development. [email protected]

Master in Social and Cultural Anthropology, Economics and Communication Studies at the University of Zürich and MAS Brand and Marketing Management (Lucerne University of Applied Sciences and Arts). Yves has been directly involved in the development and management of the brand Zurich in the framework of the cooperation between Zurich Tourism, Canton of Zurich and City of Zürich. Currently, he is developing the marketing strategy for Zurich as film location. As project leader, Yves has also been in charge of the Zurich presence on global events like the Olympic Games in London and the World Expos in Shanghai 2010 and Milan 2015.

Greater Zurich Area AG

www.greaterzuricharea.com

Greater Zurich Area AG (GZA) is responsible for promoting business location and inward investment of the cantons of Glarus, Grisons, Schaffhausen, Schwyz, Solothurn, Zug and Zurich, besides the city of Zurich and the region of Winterthur. It covers the region that is accessible within a 60-minute radium from Zurich international airport. As international contact partner for promotion and marketing Greater Zurich as business region, GZA acts as a mediator between international

companies looking to settle in the area and local interests and requirements. It is run by a foundation that was set up as public-private partnership in 1998.

Sonja Wollkopf Walt, Managing Director, Greater Zurich Area AG. [email protected]

Sonja joined GZA in 1999 as project and marketing manager and was promoted member of the

organization’s management in 2002 ensuring that the operations in the USA, Russia and Europe are working in line with the strategy of GZA. In 2010 she became CEO of the organization. Prior to the Greater Zurich Area, Sonja worked at PricewaterhouseCoopers as consultant. She holds a law degree from the University of Berne and earned a postgraduate degree in

European law from University of Basel and a certificate in marketing and management from GSBA Zurich.

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Lukas Sieber, Head of Communications, Greater Zurich Area AG. [email protected]

Lukas is Head of Communications at Greater Zurich Area (GZA) and executes and oversees all corporate communications, marketing and media relations. Prior to GZA, he worked at Burson-Marsteller Switzerland as digital strategist, and at the Embassy of Switzerland in Washington, where he was responsible for all public diplomacy activities and programs for the Swiss

government throughout the United States. Lukas hold a master’s degree from the University of Zurich in Political Science and Geography and earned a postgraduate certificate in International Business Management from Georgetown University.

Switzerland Tourism

www.MySwitzerland.com

Switzerland Tourism is the national

organisation on destination marketing, whose strategy is in the clinch between the

mountain areas (the actual Switzerland´s unique selling point) and the urban areas (the actual driver of the touristic growth).

Regarding the latter, Switzerland Tourism works together with the cities via the Swiss Cities Association and organizations like Zurich Tourism. Likewise, they also

articulates to other Swiss promotion agencies such as Presence Switzerland (big events) and Pro Helvetia (culture).

Rahel Stanig, Marketing Manager Cities, Switzerland Tourism. [email protected]

Rahel worked in a bank at the beginning of her career and did then further educations towards marketing. After that she started at FREITAG (famous, upcoming, creative lifestyle/bag label) in Zurich and worked there in different positions within the marketing & design

department for seven years. In 2012 she began her career at Switzerland Tourism and got into the world of tourism. Rahel is responsible for the international marketing of the Swiss Cities.

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MetaDesign AG

www.metadesign.ch

MetaDesign is an

award-winning agency

and global leader in brand

consultancy, with offices in Zurich, Geneva, Berlin, Düsseldorf, San Francisco and Beijing. They offers a wide range of services ranging brand positioning, content strategy, messaging, brand architecture, brand management, brand tracking and communication actions (PR, campaigns, events…). MetaDesign was engaged with Zurich's branding process from 2008 to 2010.

Benjamin Gilgen, Managing director, MetaDesign AG.

[email protected]

Benjamin studied business administration at the Universities of St. Gallen and Geneva, specializing in International Management. He started his career with the management consulting firm Arthur D. Little, where he led the worldwide application of the Ambition Driven Strategy TM approach. He is a co-founder of the strategic consultancy The Zurich Consulting Company and the online wine merchant Romazini Fine Wine. In 2011, Benjamin Gilgen joined MetaDesign, as a

member of the management team. He is responsible for clients such as Axpo, Credit Suisse, Bucher, Cembra, Ex Libris, Holcim as well as the strategic development of the company.

CityLogo international delegation

Genoa Gianluca Saba.

Head of International Affair Office [email protected]

Genoa Marisa Gardella.

Head of Communications office [email protected]

Genoa Raffaella Cecconi.

Communications office Staff [email protected]

Utrecht Haye Folkertsma.

Citylogo project coordinator [email protected]

Utrecht Ank Hendriks.

coordinator city marketing [email protected]

Utrecht Doron Verstraelen

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Utrecht Margriet de Kruijf

Senior communication advisor [email protected]

Coimbra Fernando Zeferino.

Coimbra Smart City Office [email protected]

Dundee Jennifer Caswell.

Team Leader for economic projects and co-ordinator for Dundee's brand. City Development

Department. Dundee City Council [email protected]

Dundee Diane Milne.

City Development Department. Dundee City Council [email protected]

Dundee Jennie Patterson.

PR consultant, Patter PR [email protected]

Aarhus Line Gerstrand Knive.

Business and City Development Mayor's Department [email protected]

Aarhus Elisabeth Mygind Reinholdt.

Consultant, City of Aarhus [email protected]

Oslo Liss Steinbakk.

Cultural Affairs and Business Development [email protected]

Oslo Øyvind Såtvedt.

Managing Director Oslo Region Alliance [email protected]

Oslo Fredrik Winther

Director of Oslo Business Region [email protected]

Oslo Marthe Hoddevik.

Adviser at International Office, City of Oslo [email protected]

Oslo Johannes Devik Brekke

Senior advisor at International Office, City of Oslo

Alba Iulia Nicolaie Moldovan

City manager [email protected]

Warsaw Maria Schicht

Deputy Director of Public Communications Centre, City of Warsaw [email protected]

Warsaw Małgorzata Bukowska-Siegel.

Head od division, City of Warsaw [email protected]

Warsaw Anna Kotuniak.

Podinspektor, City of Warsaw [email protected]

Vilnius Irma Juskenaite

Head of Public Relations Division [email protected]

Zaragoza Jesús Blanco.

Head of inward investment promotion. Zaragoza City Council [email protected]

Zaragoza Lorena Calvo

External Relations. Zaragoza City Council [email protected]

CityLogo lead expert

Miguel Rivas.

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Introductory note

CityLogo has been launched as a three year cross-learning experience within the URBACT programme. It engages ten European cities under the leadership of Utrecht. A main goal of the project is to move forward the state of the art on how cities brand and market themselves in a more integrated manner. In some way, the project has been conceived as a reaction to the most common gaps in the field. A sort of city branding re-learning, since the practice is often under the influence of a conventional marketing approach.

CityLogo is working at two levels: locally, shaping specific platforms for stakeholder involvement and management in each of the participating cities, with the mission to promote or strengthen a strategy on integrated city branding; at network level a range of transnational activities are running, including thematic workshops, study visits, peer-reviews and reports. Some of the initiatives at network level are also open to other interested cities and third parties.

Thematically, the project roadmap covers four main sub-themes: management and new organizational models in city branding; city narratives and politics of city representation; channels & communication tools, with a focus on the impact of the digital shift; and new segmentation strategies around visitors, businesses, talent and local population