THE CITY BRANDINGOF ROTTERDAMsome choices, principles, activities

Robbert NesselaarMarch 2014

i. city brand & city marketing strategy

ii. city branding principles we apply

iii. role of Rotterdam Partners in branding together

1. coherent city marketing approach 2. be relevant, be impactful3. further strengthening our assets4. a strong city brand = major asset5. product in shape – image in shape6. market and marketing intelligence7. branding together

i. city brand & city marketing strategy

1. coherent city marketing approach- strategy - action - organization- specific challenges for every city- clear city mission important basis- city = huge organism: decisions have several effects- everybody happy? Can a city please everybody?- city marketing =

i. city brand & city marketing strategy

The essence of city marketing …

product Rotterdam + communication have to be in such shape … that Rotterdam is known and loved in such a degree… by people that are particularly important to Rotterdam … with the effect that enough people actually choose Rotterdam … in order to realize the objectives of the city … and in the end the mission of the city: happiness/welfare/wellbeing

i. city brand & city marketing strategy

2. be relevant, be impactful- distinctiveness + relevance + credibility- every city is unique: but how well-known? And liked?- choose and be chosen- to excel + working together = impact- smart combinations contribute to uniqueness- doing good and doing business: a city’s social responsibility

i. city brand & city marketing strategy

it’s not easy to be unique ..

‘Germany – simply inspiring’

‘Edinburgh – inspiring capital’

‘Istanbul, the most inspiring city in the world’

Not easy to be unique …

Jerusalem Sevilla Dublin

Calatrava bridges in many cities:

Not easy to be unique …

Source: Exactitudes (above: “Big Bears”) , Ari Versluis & Ellie Uyttenbroek (Rotterdam based creatives)

Combining assets: more distinctiveness and authenticity

Port + Architecture

Combining Assets: City + Port

Combining Assets: Urban development + Climate

Combining Assets: Sport + Architecture

3. further strengthening Rotterdam assets- focus on (relevant!) topics- port and logistics- water management, delta technology- architecture- medical cluster- food cluster- sport

i. city brand & city marketing strategy

Rotterdam & Port and Logistics

- 40 km long- 10.500 hectares- 430 million tons

throughput- 350 million consumers

Rotterdam & delta technology, water management

Rotterdam: chair C40 Connecting Delta Cities Network

Rotterdam & medical cluster (e.g. Erasmus Medical Center)

Rotterdam & Architecture

Rotterdam & Talent

Rotterdam & Sport

Rotterdam & Events - Festivals

4. a strong brand = major asset- strong brand Rotterdam: means to an end- everybody benefits from good city image- you need to be known and liked in order to be chosen …- … otherwise sub-optimal results- what needs to be solved?

i. city brand & city marketing strategy

5. product in shape + image in shape- city = huge “product”- closing the perception gap- image in line with product?- product > image (Rotterdam); image > product (Stockholm);

image = product (??)

i. city brand & city marketing strategy

6. market & marketing intelligence- crucial questions need to be answered- facts > assumptions- performance low – importance high (focus!)- know where to find crucial knowledge and how to use it

i. city brand & city marketing strategy

7. branding together- together we ARE the city + we can BRAND the city- thinking-developing-working-branding together- parties should and do feel responsible for the image- many different roles possible- everybody is responsible for piece of the puzzle- city branding = 365 24/7

i. city brand & city marketing strategy

brands form the city brand ‘Rotterdam’

Rotterdam =

… and 1000+ !

25 symbols form the corporate brand of Unilever

1000+ symbols, brands, events, landmarks, companies, ambassadors, etc. (partners) form the city of Rotterdam

1. making mass together2. partnering with region and beyond3. made to measure & common thread4. from incidental to structural5. right tone of voice6. the city as a décor7. people experiencing the city8. Rotterdam in the name9. (free) publicity10. ambassadors

ii. city branding principles we apply

1. making mass together• everybody can play a role: many actions, big difference• connecting, embracing, appreciating brands/partners• no ‘campaigns’ and advertising, but authentic communication• co-branding, cross-overs, creative alliances• no/low budget is sufficient• using existing communication channels

ii. city branding principles we apply

Branding together

Design by Joep van Lieshout: temporary visitors information Rotterdam CS

Branding together: example of 3 Rotterdam brands

‘Ollimania’

ASR Insurance + Feyenoord + Blijdorp Rotterdam Zoo

Co-branding: proud Rotterdam-initiatives

‘My hometown’, MD ROFFA 010 isn’t just a code

Gers! magazineDen Blijker & R’dam Groos Doos

Combination of 3 strong Rotterdam brands

Atelier Van Lieshout

+

+

Branding together

Statue of Erasmus Roterodamus at CHIO Rotterdam

Rotterdam brands working together

Free running and circus school

using existing communication channels

Annual Report Unilever

various communication channels

Jordex Shipping www.jordex.nl : ‘The Rotterdam mentality’

using existing communication channels

2. partnering with region and beyond• metropolitan region (cleantech delta, medical delta, etc)• Rotterdam & Holland-brand• partnerships with cities worldwide• using brand Europe?

ii. city branding principles we apply

Rotterdam brands working together

Rotterdam & TorinoRotterdam & HollandRotterdam & Delta region

3. made to measure & common thread• focus on client = made to measure• common thread = corporate brand• dna, stories of past and present, icons (Erasmus)• look & feel of the city: outdoor quality, skyline, etc• visual identity: photo, film, logo/brand tag• behaviour of the city: hospitality, red carpet

ii. city branding principles we apply

Visual identity:

4. from incidental to structural• always a ceiling in budget and capacity• still: more with less is very well possible• ‘yes’- attitude• certain activities: x10 / x 25• good organization, discipline and structure needed

ii. city branding principles we apply

Rotterdam pride on website

ARA, www.ara.nl:

“Wallpaper riep Rotterdam uit tot een van de vijf topwereldsteden. Naast Berlijn en New York. Dat horen we graag. We zijn Rotterdams. En zo voelen we ons ook. Dat wil zeggen: als het Rotterdam van nu. Waar pragmatisme samengaat met vernieuwing en lef. En met een blik op de wereld.”

Rotterdam pride on website

Jordex Shipping, ARA, …

… in 2014 at least 20 extra company websites with such Rotterdam pride!

5. right tone of voice• tell it like it is, proud but no bragging, examples convince• let others tell the story• minimal use of advertising• live up to expectations (underpromise, overdeliver)• celebrating/sharing achievements

ii. city branding principles we apply

6. the city as a décor• city as a large open air podium• films, tv-series, commercials• brands, product presentations: branding together• small and huge events (Grand Depart, Red Bull, marathon)

ii. city branding principles we apply

Rotterdam as décor

PressRelease BV, Piet de Jong: FIAT, Maserati, Chevrolet, etc etc in Rotterdam

Rotterdam as décor

Film ‘The Marathon”, major hit in The Netherlands

Rotterdam as décor: tv-commercials

Robeco “Sind 1929 in Rotterdam” Rabobank Rotterdam: “Hier aan de Blaak”

the city of Rotterdam as a decor

7. people experiencing the city• seeing = believing• for example: open days at University: also visit the city• new expats, inhabitants, etc• experiencing: sharing social media

ii. city branding principles we apply

experiencing the city

8. Rotterdam in the name• companies and institutions• buildings• initiatives, projects: “The Rotterdam Study”• people

ii. city branding principles we apply

Rotterdam in the name (“city-endorsement”)

The Rotterdam - OMA SS Rotterdam

Erasmus Roterodamus “The Rotterdam Study”

Rotterdam in the name

Rotterdam Running Ambassadors

9. (free) publicity• very specific media (economic, medical, virology)• or for broad audience• NY Times, CNN, The Guardian, The Rough Guide,

Wallpaper, etc• Bloggers conference 2013

ii. city branding principles we apply

Press attention

El Pais Svenska Dagbladet Idéat

10. ambassadors• well-known Rotterdammers• people experiencing the city and becoming an ambassador• alumni• specific ambassadors (“Knowledge Ambassadors”:

conferences)• all inhabitants of the city

ii. city branding principles we apply

Soufiane Touzani, free style soccer Francisco Elson, basketball NBA

Rotterdam ambassadors

Rotterdam ambassadors

Ambassadors: much enthusiasm, low cost

Mayor of Muscat, Oman alumni as Rotterdam Ambassadors

Clever cooperation with our partners in the city Keeping in touch with international network

Connections within team of Rotterdam Partners:

1.Hospitality (feel welcome new students, red carpet companies, etc)2.Marketingplan for all of the target groups3.Press attention: major contribution to city brand4.Rotterdam Image Bank: photos in line with brand Rotterdam5.Conferences: making relevant links with partners in the city6.Acquisition: creative concepts in profiling economic clusters7.Communication: updated city-film, leaflets (digital/print), etc

iii. role of Rotterdam Partners in branding together

city branding platform www.rotterdamworldbrand.nl

- connecting strategic objectives and marketing strategy with concrete activities

- co-branding, informing and inspiring companies, organizations, institutions in the city

- creative concepts partners can be part of- providing a platform, practical material, canalizing

enthusiasm (& pride/ love ;-) for the city)

iii. role of Rotterdam Partners in branding together

let’s brand together!