AT.Brand is a European project co-financed by the

European Regional Development Fund The European Regional Development Fund (ERDF) is one of the European Structural and Investment Funds allocated by the European Union. Its purpose is to transfer money from richer regions (not countries), and invest it in the infrastructure and s ...

(ERDF),

Interreg Interreg is a series of programmes to stimulate cooperation between regions in and out of the European Union (EU), funded by the European Regional Development Fund. The first Interreg started in 1989. Interreg IV covered the period 2007–2013. ...

Atlantic Area IVB supporting transnational cooperation projects in Atlantic regions. 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 is the fourth transnational cooperation 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 The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the European mainland, continental mainland. It comprises England, Scotlan ...

Ireland Ireland ( ; ga, Éire ; Ulster Scots dialect, Ulster-Scots: ) is an island in the Atlantic Ocean, North Atlantic Ocean, in Northwestern Europe, north-western Europe. It is separated from Great Britain to its east by the North Channel (Grea ...

France France (), officially the French Republic ( ), is a country primarily located in Western Europe. It also comprises of overseas regions and territories in the Americas and the Atlantic, Pacific and Indian Oceans. Its metropolitan area ...

Spain , image_flag = Bandera de España.svg , image_coat = Escudo de España (mazonado).svg , national_motto = ''Plus ultra'' (Latin)(English: "Further Beyond") , national_anthem = (English: "Royal March") , i ...

, and

Portugal Portugal, officially the Portuguese Republic ( pt, República Portuguesa, links=yes ), is a country whose mainland is located on the Iberian Peninsula of Southwestern Europe, and whose territory also includes the Atlantic archipelagos of ...

. These countries are typically viewed as sharing a strong cultural identity, history and heritage, as well as a similar geographical and maritime environment.

Purpose of the project

Partners

The project is led by

Dublin City Council Dublin City Council ( ga, Comhairle Cathrach Bhaile Átha Cliath) is the authority responsible for local government in the city of Dublin in Ireland. As a city council, it is governed by the Local Government Act 2001. Until 2001, the council was ...

. The remaining six partners are: * Câmara Municipal de Faro * Cardiff City Council *

Communauté d'agglomération de La Rochelle The Communauté d'agglomération de La Rochelle is the ''communauté d'agglomération'', an intercommunal structure, centred on the city of La Rochelle. It is located in the Charente-Maritime department, in the Nouvelle-Aquitaine region, South W ...

* Conférence des Villes de l’Arc Atlantique * Fomento San Sebastian * Liverpool Vision. Other cities and institutions are also invited to share the project.

Integrated city branding strategy

City branding is understood by partners as a complete and human communication strategy. 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. Instead, cities communicate their brand narrative globally and with local stakeholders to reach a sustainable strategy.

Objectives

In accordance with the Interreg Atlantic Area IVB priority that supports transnational projects working together for sustainable urban and regional development, 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. The actions to reach these objectives include: * a cross-learning programme of progressive city-brand management * innovative pilot actions at local level with high potential for transferability * a web-based toolkit for the Atlantic brand, highlighting core brand messaging * creating a draft roadmap for co-branding the Atlantic area.

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. The second was in Liverpool in June 2014. The third was held in La Rochelle in December 2014 to discuss city brand governance. The fourth was held in San Sebastian in April 2015 to discuss the actions of communication in city branding and marketing. The final workshop was planned to take place in Dublin in September 2015.

Pilot projects

Each participating city has its own pilot project: * Dublin is working on a digital platform. * La Rochelle and Faro are working on their Territorial Marketing Strategies. * San Sebastian aims to position itself as a City of Innovation. * Cardiff looks to improve its recognition and popularity outside the city by people living in the city. * Liverpool's pilot project is called It's Liverpool.

External links

References

{{Reflist Promotion and marketing communications European Union