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AT.Brand is a European project co-financed by the European Regional Development Fund (ERDF), Interreg Atlantic Area IVB[1] supporting transnational cooperation projects in Atlantica regions.[2] Between 1 January 2014 and September 2015, the project focused on innovation and management in integrated city branding.

Interreg Atlantic Area IVB programme

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Interreg Atlantic Area IVB [3] is the fourth transnational cooperation[4][circular reference] 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, Ireland, France, Spain, and Portugal.[5] These countries are typically considered as sharing a strong cultural identity, history and heritage, as well as a similar geographic and maritime environment.[6]

Purpose of the project

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Partners

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The project is led by Dublin City Council. The remaining six partners are:

Other cities and institutions are also invited to share the project.[8][9]

Integrated city branding strategy

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City branding is understood by partners as a complete and human communication strategy.[10][11] 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.[12][13][14][15] Instead, cities communicate their brand narrative globally and with local stakeholders to reach a sustainable strategy.[16]

Objectives

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In accordance with the Interreg Atlantic Area IVB priority that supports transnational projects working together for sustainable urban and regional development,[17][18][19] 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.[20][21]

The actions to reach these objectives include:[22]

  • a cross-learning programme of progressive city-brand management[23]
  • innovative pilot actions at local level with high potential for transferability
  • a web-based toolkit for the Atlantic brand, highlighting core brand messaging[24]
  • creating a draft roadmap for co-branding the Atlantic area.

Activities

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Workshops

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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.[25] The second was in Liverpool in June 2014.[26] The third was held in La Rochelle in December 2014 to discuss city brand governance.[27][28][29] The fourth was held in San Sebastian in April 2015 to discuss the actions of communication in city branding and marketing.[30][31] The final workshop was planned to take place in Dublin in September 2015.[32][citation needed]

Pilot projects

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Each participating city has its own pilot project:

  • Dublin is working on a digital platform.[33]
  • La Rochelle and Faro are working on their Territorial Marketing Strategies.[34][35][36]
  • San Sebastian aims to position itself as a City of Innovation.[37][38]
  • Cardiff looks to improve its recognition and popularity outside the city by people living in the city. [39][40][41]
  • Liverpool's pilot project is called It's Liverpool.[42]
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References

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  1. ^ Atlantic Area IV
  2. ^ "Project - AT.BRAND". Keep.eu. Retrieved 28 February 2024.
  3. ^ "INTERREG Atlantic Area IV programme". Retrieved 28 March 2023.
  4. ^ Structural Funds and Cohesion Fund
  5. ^ "Atlantic Area". Archived from the original on 28 December 2014. Retrieved 28 March 2023.
  6. ^ "ATLANTIC AREA TRANSNATIONAL COOPERATION PROGRAMME 2014–2020". Retrieved 28 March 2023.
  7. ^ "Project - AT.BRAND". Keep.eu. Retrieved 28 February 2024.
  8. ^ "Web Municipal del Ayuntamiento de Gijón".
  9. ^ "Archived copy" (PDF). Archived from the original (PDF) on 24 September 2015. Retrieved 13 August 2015.{{cite web}}: CS1 maint: archived copy as title (link)
  10. ^ "Atlantic City Branding – AT Brand Project Fosters Collaboration". 13 February 2015.
  11. ^ "Dublin is leading the way in integrated city branding". www.localenterprise.ie. Archived from the original on 21 October 2019.
  12. ^ "Liverpool is where it's AT for city branding". Retrieved 28 March 2023.
  13. ^ ""CityBranding&Marketing", organizada por Fomento San Sebastián". 21 April 2015.
  14. ^ Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, Vol. 16, No. 8, pp. 520–531.
  15. ^ A Roadmap for Branding Dublin[permanent dead link‍]
  16. ^ Flynn, Jessica (22 August 2014). "We want YOU to tell us what's so great about Cardiff". WalesOnline. Retrieved 28 March 2023.
  17. ^ "Projects and documents". Keep.eu. Retrieved 28 March 2023.
  18. ^ "Projects approved 4th call". Retrieved 28 March 2023.
  19. ^ Atlantic Area Programme Priorities Archived 16 June 2015 at the Wayback Machine
  20. ^ "Accueil - Agglo la Rochelle". Archived from the original on 23 December 2015. Retrieved 13 August 2015.
  21. ^ "Faro em la Rochelle (França) com o Projeto AT Brand".
  22. ^ "AT Brand Project background" (PDF). Archived from the original (PDF) on 15 June 2015. Retrieved 4 June 2015.
  23. ^ "AT.Brand Workshop Communication actions in today´s city branding & marketing by Grupo TASO - issuu". Archived from the original on 20 March 2016. Retrieved 13 August 2015.
  24. ^ "'Innovative city branding' conference at the IFB".
  25. ^ "Dublin City at the forefront of EU Branding Initiative". 3 February 2015.
  26. ^ ybnews (18 June 2014). "Liverpool's where it's AT for city branding". Liverpool Business News. Retrieved 28 February 2024.
  27. ^ "Marché public: 17 Elaboration d'une stratégie d'attractivité et de marque partagée à la Rochelle - la Rochelle".
  28. ^ City brand governnce shaping the collaboration COOP Atlentico
  29. ^ City Brand Governance Issue [dead link‍]
  30. ^ "Inicio".
  31. ^ "At Brand". Archived from the original on 24 September 2015. Retrieved 13 August 2015.
  32. ^ "XVI GA : Atlantic cities: A quality label | Atlantic Arc Cities". Archived from the original on 15 August 2015. Retrieved 12 August 2015.
  33. ^ "Dublin City Council has taken the lead in an exciting €1m EU City Branding Initiative | Dublin City Council". Archived from the original on 23 September 2015. Retrieved 12 August 2015.
  34. ^ "" Clarifier l'image de la Rochelle »" Une bonne notoriété "" Convivialité discrète "« Présence de la mer "". 17 January 2015.
  35. ^ "UMLR – Démarche " Marketing Territorial " engagée à la Rochelle".
  36. ^ "Portal do Munícipe - Faro O Projeto de cooperação transnacional AT Brand". Archived from the original on 4 March 2016. Retrieved 12 August 2015.
  37. ^ "San Sebastian seeks to position itself as a City of Innovation through the European AT BRAND project | Working 4 Talent". Archived from the original on 4 March 2016. Retrieved 13 August 2015.
  38. ^ "Inicio".
  39. ^ "Report of director of economic development" (PDF). Retrieved 28 March 2023.
  40. ^ "Cardiff Unscripted - Latest news updates, pictures, video, reaction - Wales Online". www.walesonline.co.uk. 23 November 2015. Retrieved 28 March 2023.
  41. ^ "Cardiff Central Station – Results of Public Consultation". 12 December 2014.
  42. ^ "Home". itsliverpool.com. Archived from the original on 27 June 2015. Retrieved 4 June 2015.
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