City branding and smart city. How do these two work together at the example of Lyon? AthensCoCreation BrandingProject Panteion University Of Social And Political Sciences Department of Communication, Media and Culture MA in Cultural Management Course: Cultural Marketing and Communication Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab

1. City Branding

2. Competing with cities like Paris can be
extremely demanding…

3. Lyon, the east-central
French metropolis has
found a way to avoid
being completely
overshadowed by the
French capital.
As early as 1989, Lyon
launched its Plan
Lumière (illumination
plan), based on the
traditional fêtes des
lumières, with the
artificial illumination of
more than 200 buildings
and public spaces.

4. Since 2001 the festival, known all over Europe as a unique event,
has attracted more than 4 million visitors a year.

5. “The light has modified the cityscape, thereby creating a
genuine tourist attraction. The twofold nature involving
tradition and innovation, has permitted the Plan Lumière
to make the city a worldwide benchmark in the field”

8. • What is it?
• What is it for?
• How does it work?
• And you?
ONLYLYON project

9. On January 30, 2007, the local
economic and institutional actors
decided to join forces in a governance
scheme, unique in France.
They created the ONLYLYON brand,
an international signature for the
city to ensure its promotion abroad.
What is it?

10. The Partners

11. ONLYLYON illustrates the city’s
desire to assert its difference, its
values, its identity, its personality
and its exclusivity.
The project’s budget was 600.000
euros the first year and 1,5 million
euros the next ones.

12. What is it for?
ONLYLYON
is in charge of promoting Lyon’s assets
and bringing its ambition to fruition:
turning its economic development
model into a reference among other
major European cities and establishing
its international influence.

13. How does it work?
THE 4 PILLARS OF ONLYLYON APPROACH

14. 1. Communication & marketing
strategy with 2 elements
- a media campaign employed in
major European airports
- a web marketing tool, aimed at
improving ONLYLYON’s visibility
on the internet, as well as its
reputation in social networks and
search engines

15. 2. Area specific press relations to
increase Lyon’s visibility in the
national and international media,
to promote the city’s broad
spectrum of expertise (light,
innovation, urban planning and
culture)

16. Advertising Campaign

19. 2008/9 campaign

20. 2011 campaign

21. 2013 campaign

22. Website

23. Social networks

24. 3. A network of 15.000 ONLYLYON
Ambassadors (CEOs, executives,
celebrities etc.) who promote the city
during professional trips. Because the
best people to promote Lyon are those
who already contribute to its reputation
and influence.

26. 4. Partnering events in order to
advertise and promote the brand
during well-publicized external
events in major European capitals.

27. ONLYLYON ONTOUR

30. And you?
ONLYLYON targets the decision
makers and consultants in major
European cities. It also invites every
admirer and supporter of Lyon to
become an ambassador of the city
and to express their pride and share
their identity under the ONLYLYON
signature.

32. Results of ONLYLYON campaign
• Media visibility increased 1750%
• 48 millions of “followers” involved all around the
world
• +60% impact on the international press

34. ONLYLYON SmartCity
Greater Lyon's intelligent approach is based on 4 basic
building blocks:
•
an overall approach which includes all fields: energy,
mobility, new services, economic development, the
environment, urban planning etc.
•
putting the inhabitants at the heart of the strategy
with the introduction of actual projects with real benefits
•
a collaborative approach that includes all
stakeholders: businesses, citizens partners academics
and institutions
•
smart city projects in order to test innovative solutions
and check their technological viability.

35. GRIZZLY, innovative urban
captors to optimise the
treatment of roads in winter
GRANDLYON Smartdata, to
make public data available
Digital services, helping the city
by developing new services

36. The Grand Lyon Experimentation
Cell:
to facilitate the setting up of
experiments deployment of high
speed fibre optic: to bring fibre optic
to the 58 communes of the area by
2019
The Living Lab:
to facilitate the development of new
products and services by
public/private partnerships.
Creating the conditions for innovation,
supporting and strengthening the ability of key
players in the area to innovate

37. Greater Lyon is reaching out to combine economic
dynamism with sustainable development and wants to
become a test bed area for the design and
development of innovative services and usages.
Greater Lyon smart city
strategy

38. Lyon, where it’s good to do business
Greater Lyon enjoys a thriving entrepreneurial
scene. This dynamic scene has been supported by
the actions of partners in the "Lyon Ville de
l’Entrepreneuriat" programme (part of the Grand
Lyon, l’Esprit d’Entreprise programme), aimed at
raising public awareness about business start-ups
and supporting project initiators at every step of the
way.
Their ambition: “to make the urban area the number
one business start-up zone in Europe”

39. Lyon is one of the six major European cities
that property investors prefer*.
The take-up rates for office, activities and logistics premises, the
limited rise in cost per square meter, competitive in relation to
the rest of Europe, are key factors bearing on the property
situation in Lyon.
* Source: Study "Emerging Trends in Real Estate Europe 2008",
published by the Urban Land Institute (ULI) and Price Waterhouse
Coopers in April 2008

40. Energy efficiency in buildings
In France, buildings and property are responsible for 40% of energy
consumption and 25% of greenhouse-gas emissions. All efforts made
in this sector will therefore have a real impact on the environment in the
medium term. For several years now, Lyon has positioned itself on the
national stage as one of the forerunners of a cross-disciplinary
approach to the problem.
Its objective now is to become a European pioneer in the field of
sustainable development.
Energy Projects
•Watt&Moi: a new way of monitoring consumption of Linky electricity
•Smart Electric Lyon: a very large scale demonstrator, upstream of
the meter which involves 25,000 households

41. ...an offshoot of Agenda 21 and
is focused on the achievement
of European objectives on
greenhouse gases and
renewable energy. In 2012 the
action plan was voted - it
gathers together contributions
from fifty or so institutional,
academic, private partners and
citizens.
The Greater Lyon Climate Plan...

42. Sustainable transportation,
accessibility
- Conveniently located on the
route down to the
Mediterranean
- France's second largest
airport zone
- TGV high-speed train
connections to Paris, Marseille,
Geneva, London and Brussels
- Vélo’V bike-hire scheme
- 4 metro lines, including an
automatic line;
- 3 tramway lines;
- 2 funicular railways;
- 120 bus and trolley lines;
- 343 Vélo’v self-service bicycle
hire points offering 4,000
bicycles.

43. The ‘Innovation Cities Top 100 Index 2011’, performed by the Australian
agency 2thinknow, ranked Lyon in 8th place in the innovative cities
index out of 331 cities in 2011.

44. Lyon climbed up one place
compared with the 2010
results to confirm its
designation as an area of
dynamic growth and
innovation. The index is based
on 162 different ‘indicators of
innovation’, among them:
property prices, mobility
(public transport), cultural
exchange and scientific
research.

45. Lyon, 2012 Web Capital of the World
The world web conference is the event for all web
actors: researchers, industrial players, users etc. During
the event, you can get an idea of the latest web
developments and their technological, human,
sociological and philosophical effects. This event is an
exploration of the web’s perpetually changing horizons.

46. Lyon was chosen for several
reasons and numerous advantages
the city offers:

47. Geographic location:
Lyon is close to many European borders and the French
capital, and its proximity to both the mountains and the sea

48. A pleasant and perfectly-sized city…

49. Its excellent higher education establishments…

50. …its culture and something that
simply cannot be overlooked: its
gastronomy!!

51. Lyon smart city will expand in 2013
In 2013, the implementation of the smart city approach will accelerate with a number of
projects coming to fruition.
Public data will become available with the official launch of Smartdata Grand Lyon,
expected in April and will be followed in May by the laying of the foundation stone of the
Hikari project, anchoring Lyon Smart Community in Lyon Confluence.
Summer 2013 will see the launch of the Greater Lyon mobility project just ahead of the
introduction of shared electric vehicle pools in several key areas of the region.

52. Thank you
for your attention!

53. http://www.onlylyon.org
http://theychoselyon.com/
http://www.fetedeslumieres.lyon.fr/Photos-Gallery
http://www.business.greaterlyon.com/
http://www.e-marketing.fr/Marketing-Magazine/Article/I-love-my-city-30732-1.htm
http://www.citybranding.gr/search/label/%CE%A0%CE%A1%CE%9F%CE%A9%CE%98%CE%9
http://www.journaldunet.com/management/marketing/city-branding.shtml
http://www.planete-plus-intelligente.lemonde.fr/villes/vous-avez-dit-city-branding-_a-13-1025.html
LYONLINKS

54. http://je-segma.fr/blog/actu-marketing/47-le-city-branding-peut-on-tout-vendre-meme-une-ville
http://www.grandlyon.com/
http://www.business.greaterlyon.com/
http://www.lexpress.fr/informations/lyon-bourgeoise-conservatrice-et-machiste_621200.html
http://www.strategies.fr/etudes-tendances/dossiers/196900/204933W/6-10-only-lyon-maxi-
roi.html
http://echosdemetropole.caue69.fr/index.php/onlylyon-un-outil-de-marketing-territorial-au-
service-de-la-metropole/
http://www.business.greaterlyon.com/lyon-smart-city-france-europe.346.0.html?&L=1
http://www.citybranding.gr/2010/02/marketing.html

55. TheSmartCityTeam:
T. Androutsopoulos
http://www.linkedin.com/pub/theodore-androutsopoulos/16/469/67
D. Giannibas
dgiannibas@gmail.com
V. Kasviki
vkasviki1@gmail.com
K. Kentrou
@kentrouk
El. Michalaki
http://www.linkedin.com/pub/eleni-michalaki/23/644/75a

56. PANTEION UNIVERSITY OF SOCIAL AND POLITICAL SCIENCES
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of
Advertising and Public Relations Lab
AthensCoCreation
BrandingProject
Athens, April 2013