Programme focused on promoting the attractiveness of the city, to make it a more popular destination and increase its talent attraction, economic competitiveness and investment opportunities among the leading world’s metropolis.
Tags: City Branding, City Finance, City Development
ONLYLYON was promoted by a group of 13 public partners, all major actors of Lyon’s economic development, leaded by the city of Lyon. Besides, 15 private partners adhered to the project. The actions were carried out by a team of 7 partners leaded by Aderly, Lyon’s investment agency.
The main steps were the following ones: 1) Gather the partners, promoters and stakeholders of the strategy. 2) Analysis methodology: studies on brand position, SWOT and strategic steps. 3) elaboration of a marketing plan, have a mandatory design for all the participants in the plan. 4) Dissemination tasks: uses of social networks and ambassadors and last but not least, 5) create and maintain an organization who has to take care of implementing and developing the plan.
Make Lyon better known, Generate appreciation for Lyon, Bring people to Lyon. To achieve these goals, the ONLYLYON team uses a range of means (see video) either in support of its partners or alone, in order to strengthen the image and reputation of Lyon on the international stage. Communications campaigns, press relations, ambassador networks and digital strategy are all part of the tools that the initiative has always made use of and which have been added to over the past two years.