27 de agosto de 2014

 In recent years, cities on both sides of the Atlantic have invested in branding strategies and campaigns to attract tourism, investment, and new residents. This trend is closely tied to the increasing global demand for human capital and changes in travel and technology, which are challenging cities seeking growth to set themselves apart from similar localities in the region and around the world.

The City Brand: Champion of Immigrant Integration or Empty Marketing Tool?

By Elizabeth Collett

In recent years, cities on both sides of the Atlantic have invested in branding strategies and campaigns to attract tourism, investment, and new residents. This trend is closely tied to the increasing global demand for human capital and changes in travel and technology, which are challenging cities seeking growth to set themselves apart from similar localities in the region and around the world. City branding strategies, often embedded in a broader public discourse, must reflect the heterogeneity of residents while conveying the shared values, culture, and identity of the population. For some cities, diversity and openness themselves are main selling points. Other cities’ branding strategies benefit from key economic conditions like a thriving industrial sector or links to centers of research and innovation.

This report explores the relationship between marketing and communications campaigns, immigration, and processes of immigrant integration. One question it seeks to answer: how can cities balance the twin goals of attracting skilled residents to fuel new growth while creating a “diversity-proof” identity, especially in a context of social inequality and high turnover? Within two categories of city discourse, one meant to attract new talent and the other meant to develop a local identity, municipal governments have various tactics to choose from to build a cohesive branding strategy directed at immigrant populations.

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