ECONOMIC DEVELOPMENT
Addicted to Lyon
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
Challenges addressed
- Raise international awareness and generate appreciation
- Attract foreign investment, international talent, commerce and visitors
- Increase the value added of the city and the quality of life of its citizens
- Increase the population of the city
Main objectives
- Ensure the future of the city as a place to visit and promotes talent attraction
- Raise the standard of living of its inhabitants
- Increase Lyon’s quality of life in both environmental and economic terms
Facts
Project type Strategic planning
Promoter City of Lyon plus 12 founding public partners and 15
a private partners.
Start date 2007
Website www.onlylyon.com
Project description
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.
Impact and results
- 1st business-friendly city in France
- 17th world metropolis the most attractive for foreign investments
- 1st France’s city for culture (outside Paris)
- 2nd research and higher education center in France
- 1st city in Europe for a “city break”
- 1st Smart City in France
- 1st French city for executives
- 3rd favorite destination for international travelers
- Strategic Planning
1. Public-private participation and involvement
2. Economic promotion of the city
3. Attract international FDI - City Branding
1. Make Lyon better known
2. Generate appreciation for Lyon
3. Bring people to Lyon
