Urban branding
and the media
Magdalena Klich
Barbora Qualichova
Ray Seif
branding the urban imaginary
1) Urban imaginary
2) Space of city is produced:
- materially
- geographically
- social imagination
- changing modes of cultural representation
Urban City Magazines
•Modern city magazine movement was born the 1960s:
1961-1969
1968-1973
1970s
urban lifestyle magazine
These urban lifestyle magazines are consumer magazines that fuse the identity and consumption habits of their readers
with the branded “lifestyle” of a given metropolitan region.
1 - atlanta magazine (AM)
•Founded in 1961 and one of the first urban lifestyle magazines published in the country, Atlanta Magazine was intended as an integral part of the chamber’s “homefront campaign”
Goal: sell more cosmopolitan and generically modern image
1 - atlanta magazine (AM)
Stills of towering buildings in the process of being built, broad boulevards connecting to massive highways and cityscapes disappearing over the horizon.
2 - new york magazine (NYM)
•
The first issue came out on
4 April 1968
•
NYM is considered to have
“set the standard”
and “put into practice the ideas
[that] influenced
the development of the
modern city magazine"
http://www.youtube.com/watch?v=qbHnpxT9NpU
3 - los Angeles magazine (LAM)
•
Founded in 1960 by visionary publisher
and former adman David Brow
3 - LOS ANGELES MAGAZINE (LAM)
LAM’s approach was most evident
on its covers.
Beginning in 1972 and 1973,
the magazine began
phasing out recognizable images
of the physical
geography of the city on its covers
Merging urban and corporate imaginaries
The rise of urban lifestyle magazines and their new form of urban branding can be interpreted as a discursive and ideological vehicle for the ascendancy of a new urban
middle class, as well as for the restructuring of U.S. cities
city marketing
and imaging
strategies
In the last years the main source of city marketing
has become the internet.
The city homepages seem to assume
a wider set of marketing roles
city marketing on the internet
City websites are combination of municipal information, tourist bureau
and news magazine.
city marketing on the internet
The results of the research of city websites and visitors bureau.
The common website’s signs:
* images in the banner central portion of the page
* categories include essential elements of the city
* municipal services and departments
city marketing on the internet
Municipal governments present the city
as known brand - economic and symbolic value.
The aim of the visitor's bureau is to market the city
as a destination for potential visitors.
City homepage is provided for residents and others to access.
stockholm
http://www.visitstockholm.com/en/
Urban branding
and the media
city in the cinematography
WOODY ALLEN'S movieS' BOOM
- how to "show the city emotionally"
WOODY ALLEN'S movieS' BOOM
- how to "show the city emotionally"
woody ALLEN'S movieS' BOOM
- how to "show the city emotionally"
The musical journey
by Ron Fricke
new york like a big museum
by Banksy
New york like a big museum
by Banksy
Discussion questions
1. Marketing city specialists focus on images of characteristics building and familiar places to create the image of a tourist destination and also to conceive the city more unique for local-dwellers. Why it is so important for local-dwellers?
2. On what were based the lifestyle magazines 30 years ago? How was changing this type of newspaper?
3. With wide use of city branding and now when almost every city has its own homepage, do you think that this sort of city promoting will eventually be surpassed?
4. Are the people aware of manipulation in city branding and do they pay attention to that as consumers (tourists, investors, residents)?
Urban Branding and The Media
By Magdalena Klich
