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Identity & Marketing

David Adam, Managing Director of Global Cities, Adviser to the Mayor of London on developing the

city’s brandJuan Carlos Belloso, Adviser to the Barcelona

Brand Project and Barcelona Strategic Metropolitan Plan projects, founder of Barcelona Global

Identity & Marketing

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Discussion «City Branding: Best Practices»

Grigorii Revzin, historian, art critic, architectural critic, journalistDavid Adam, Managing Director of Global Cities, Adviser to the Mayor of London on developing the city’s brandJuan Carlos Belloso, Adviser to the Barcelona Brand Project and Barcelona Strategic Metropolitan Plan projects, founder of Barcelona Global Max Jeleniewski, City Manager for the centre of the Hague, member of the committee to prepare for and hold the event “The Hague. European Cultural Capital 2018”Gor Nakhapetyan, Managing Director, Head of President Office, Troika DialogSergey Cheremin, Minister of Moscow City Government, Head of External Economic and International Relations DepartmentMarina Khrustaleva, Head of Moscow Architectural Preservation Society

Identity & Marketing

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Discussion «The best public spaces»

•Yuri Grigoryan, Head of the architectural bureau “Meganom”, the director of the educational program, Strelka Institute for Media, Architecture and Design•Yevgeny Ass, architect, professor, Moscow Institute of Architecture, Member of the Executive Board of the Moscow Architects Union•Ian Mulcahey, Leader of the planning and urban design practice at Gensler, UK•Boris Milgram, Deputy Chairman of Perm Region government•Henriette Vamberg, Director Architect MAA•Sergey Kapkov, Head of the Department of Culture of Moscow•Michael Schindhelm, Director of theme “Public Space” Strelka Institute for Media, Architecture and Design•Bertrand Lemoine, Director of the Greater Paris International Workshop

Identity & Marketing

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Discussion «Tourism and urban economy: ways to influence city hospitality»

•Yermolai Solzhenitsyn, Managing Partner, Russian office of McKinsey •Arman Gukasyan, General Director, Vizerra•Sergey Kapkov, Head of the Department of Culture of Moscow •Sergey Shpilko, Head of the Committee on Tourism and Hospitality Management of Moscow•Natalia Nikitina, Director, City Museum Kolomna Centre of Educational Tourism non-commercial partnership (Kolomna)•Nikolai Novichkov, Minister of Culture of the Perm Region•Nikolai Pryanishnikov, architect, instructor in the Cultural Management Department at the Moscow School of Social and Economic Science•Markus Stebich, Managing Director, Stebich Hospitality Solutions

Identity & Marketing

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Discussion «Cities competing for human capital: Fostering education, science and innovation centres •Bill Hutchison, Chair and CEO of Hutchison Management International, Chairman of the i-CANADA Alliance•Han van den Born, Partner, KCAP•Chiara Corazza, Managing Director of the Greater Paris Investment Agency •Aleksey Komissarov, Head of the Department of Science, Industrial Policy and Entrepreneurship of Moscow •Michael Schindhelm, Expert on global culture, Rome, and director for Urban Culture at Strelka Institute for Media, Architecture and Design, Moscow

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Discussion «City Branding: Best Practices»

• What is a city brand, city branding, city marketing?.

- Brand = Image

- Brand = Identiy & Value Proposition

• Objectives / aims when branding a city: Awarenes & Recognition, Attraction, Presence & Influence, Citizen Engagement & Identificacion

• Does Moscow has a brand?. Different views. Need to be developed

• Best practices on city branding: From New York, to London, to Barcelona to The Hague

• Some lessons: Brand as a key competitive factor for cities, shared vision & leadership, ambition, determination, differentiation (identity, purpose and value proposition), ‘on-brand’ actions not just communications, implementation

Identity & Marketing

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Discussion «The best public spaces»

• The role of high quality public (and cultural) spaces to develop liveable and attractive cities and to build ‘identity’ of the city

• Importance of design + content

• Some keys for ‘high quality’ public spaces: Accesibility, content (for people to meet, to enjoy), safety, comfort, climate conditions, places related to a ‘human scale’

• Different types of public space design: Newly created, redeveloped, intervention.

• Process: Life – Space – Buildings

• Role of private initiative in public space design

• Some best practice and examples internationally and within Russia (ex. Perm)

• Moscow strategy for Public Spaces (50% public space, 1/3 rd green areas)

Identity & Marketing

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Discussion «Tourism and urban economy: ways to influence city hospitality»

• Moscow’s goal: ‘Making Moscow a competitive tourist city by 2018’ (revenues, employement)

- Moscow has a lot of potential: Green, strong identity, connected city, hotels, others

- Also problems that need to be solved (safety, transportation, public spaces, ... also eliminate some barries such as VISA or air carriers)

• Position Moscow as an ‘international financial centre’: Hospitality sector + City image

• Need to change current perceptions (ex. expensive, not secure, unhospitable, ...)

• Need for better developed and systematic tourism marketing (promotion) strategies and a comrehensive approach

• Best practice (international and within Russia)

• Infrastructure + Hotels + Events (+ cultural offer + ‘storytelling’ + ‘experiences’)

Identity & Marketing

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Discussion «Cities competing for human capital: Fostering education, science and innovation

• Place, design and infrastructure + collaboration systems which drive innovation

• Cities needs to be Smart and Comfortable – Liveability most crucial?

• Investment criteria – skilled labour availability, high quality education, foreign-born workforce.

• Skolkovo – identified the challenge for new places – without history how to attract people?

• Culture and recreation are key drivers for quality of life and public space is critical

• Understand technology and young people adapting to technology. E.g. this can influence the design of campus life and public spaces

• Moscow’s challenge is to transform to mixed-use and compact knowledge areas.

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Recommendations for Russian Cities

1. Brand as a key competitive factor, an strategic tool, an organizing principle

2. Research (where are we now) and ‘benchmark’ (best practices)

3. Shared vision and leadership and long term commitment

4. Differentiate (identity and ‘credible’ value proposition based on key strenghts)

5. ‘On-brand’ actions not just communications (from place design to place promotion)

6. Collaboration and partnership (public, private, citizens, locally with other places)

7. Deliver the promise

8. Be consistent ... but flexible

9. Vision, ambition, determination, creativity

10.Citizens key (engage them)

11.Mayor ‘brand champion’ and brand management