Izmir, the third biggest city of Turkey, has developed a new branding and city marketing strategy to promote the city and increase the knowledge of its values and achievements among its citizens and visitors.
Tags: City Branding, Sustainable Tourism, City Development
Project type Izmir City Marketing Strategic Plan
Promoter Izmir Development Agency
Project dates 2010 – 2017
Inhabitants of the Medina Around 100.000
Website www.investinizmir.com / www.visitizmir.org
The city of Izmir is the 3rd largest city of Turkey and as well the 3rd most developed city (being the 2nd fastest growing metropol in the world). It gathers yearly 1.8 million tourists and is the 2nd most attractive city for investors in Turkey. With this data, Izmir can make positives propects about its future, but it has to be carried out in a sustainable way.
İzmir City Marketing Strategic Plan started by a perception and recognition survey carried out in 17 cities of Turkey besides İzmir, as well as 10 cities in Europe, America and the Middle East. In addition, an online survey was conducted and face to face interviews were held in various districts of the city. Consulting as a result 3.687 people that contribute to the project.
The main steps of the process are defined in the City Marketing Strategic Plan as follows:
The image of the city is one of the key aspects of the marketing plan and must be used widely to increase its effectiveness. Along with the research results, the low recognition rate of the city and its lack of dissimilarity from the other cities in the region was analyzed.
The vision highlights the “Mediterranean” identity of the city offering various hidden opportunities and experiences to tourists, investors and residents. The action plan includes around 170 creative and innovative suggestions to achieve the objectives of the strategy.
Increase number of tourists
Increase living standards
Increase amount of investment