{{EngvarB|date=August 2016}} {{Use dmy dates|date=December 2022}} {{Multiple issues| {{advert|date=June 2015}} {{notability|date=June 2015}} }} '''AT.Brand''' is a European project co-financed by the European Regional Development Fund (ERDF), Interreg Atlantic Area IVB<ref>[http://www.coop-atlantico.com/ Atlantic Area IV]</ref> supporting transnational cooperation projects in Atlantica regions.<ref>{{Cite web |title=Project - AT.BRAND |url=https://keep.eu/projects/14616/AT-BRAND-EN/ |access-date=2024-02-28 |website=Keep.eu |language=en-US}}</ref> Between 1 January 2014 and September 2015, the project focused on innovation and management in integrated city branding.
== Interreg Atlantic Area IVB programme ==
Interreg Atlantic Area IVB <ref>{{Cite web|url=http://ec.europa.eu/regional_policy/country/prordn/details_new.cfm?gv_PER=2&gv_PAY=PT&gv_reg=ALL&gv_PGM=1256&gv_defL=7&LAN=7|title=INTERREG Atlantic Area IV programme|accessdate=28 March 2023}}</ref> is the fourth transnational cooperation<ref>Structural Funds and Cohesion Fund</ref>{{Circular reference|date=October 2015}} programme in the area and aims to contribute to the territorial cohesion of the Atlantic Area. Regional cooperation is carried out by common strategy actions and the exchange of know-how.
The programme consists of 27 cooperation areas in the United Kingdom, Ireland, France, Spain, and Portugal.<ref>{{Cite web |title=Atlantic Area |url=http://ec.europa.eu/regional_policy/atlas2007/transnational/atlantic_coast_en.htm |url-status=dead |archiveurl=https://web.archive.org/web/20141228184942/http://ec.europa.eu/regional_policy/atlas2007/transnational/atlantic_coast_en.htm |archivedate=28 December 2014 |accessdate=28 March 2023}}</ref> These countries are typically considered as sharing a strong cultural identity, history and heritage, as well as a similar geographic and maritime environment.<ref>{{Cite web |title=ATLANTIC AREA TRANSNATIONAL COOPERATION PROGRAMME 2014–2020 |url=http://atlanticarea.ccdr-n.pt/atlantic-area-2014-2020-public-consultation/summary-en |accessdate=28 March 2023}}</ref>
== Purpose of the project ==
=== Partners === The project is led by Dublin City Council. The remaining six partners are:
* Câmara Municipal de Faro * Cardiff City Council * Communauté d'agglomération de La Rochelle * Conférence des Villes de l’Arc Atlantique * Fomento San Sebastian * Liverpool Vision.<ref>{{Cite web |title=Project - AT.BRAND |url=https://keep.eu/projects/14616/AT-BRAND-EN/ |access-date=2024-02-28 |website=Keep.eu |language=en-US}}</ref>
Other cities and institutions are also invited to share the project.<ref>{{Cite web |title=Web Municipal del Ayuntamiento de Gijón |url=https://internacional.gijon.es/noticias/show/25559-el-ayuntamiento-de-gijon-invitado-al-taller-city-brand-governance-shaping-the-collaboration-model}}</ref><ref>{{Cite web |title=Archived copy |url=http://www.portlarochelle.com/IMG/pdf/enquete-port-plaisance.pdf |url-status=dead |archive-url=https://web.archive.org/web/20150924080124/http://www.portlarochelle.com/IMG/pdf/enquete-port-plaisance.pdf |archive-date=24 September 2015 |access-date=13 August 2015 |df=dmy-all}}</ref>
=== Integrated city branding strategy === City branding is understood by partners as a complete and human communication strategy.<ref>{{Cite web |date=13 February 2015 |title=Atlantic City Branding – AT Brand Project Fosters Collaboration |url=http://placebrandobserver.com/atlantic-city-branding-project/}}</ref><ref>{{Cite web|url=https://www.localenterprise.ie/DublinCity/News/Press-Releases/Dublin-is-leading-the-way-in-integrated-city-branding-.html|archive-url=https://wayback.archive-it.org/all/20191021073947/https://www.localenterprise.ie/DublinCity/News/Press-Releases/Dublin-is-leading-the-way-in-integrated-city-branding-.html|url-status=dead|archive-date=21 October 2019|title=Dublin is leading the way in integrated city branding|website=www.localenterprise.ie}} </ref> AT.Brand views cities as unique by their history and experience rather than products, so the use of traditional logos and slogans is not promoted.<ref>{{Cite web |title=Liverpool is where it's AT for city branding |work=Bdaily Business News |url=https://bdaily.co.uk/creative/11-06-2014/liverpool-is-where-its-at-for-city-branding/ |accessdate=28 March 2023 |last1=Malia |first1=Simon }}</ref><ref>{{Cite web |date=21 April 2015 |title="CityBranding&Marketing", organizada por Fomento San Sebastián |url=http://gipuzkoadigital.com/citybrandingmarketing-organizada-por-fomento-san-sebastian/}}</ref><ref>Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, Vol. 16, No. 8, pp. 520–531.</ref><ref>[http://www.creativedublinalliance.ie/assets/2012/09/Branding-Dublin-Roadmap.pdf A Roadmap for Branding Dublin]{{dead link|date=October 2016 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> Instead, cities communicate their brand narrative globally and with local stakeholders to reach a sustainable strategy.<ref>{{Cite web |last=Flynn |first=Jessica |date=22 August 2014 |title=We want YOU to tell us what's so great about Cardiff |url=http://www.walesonline.co.uk/news/local-news/tell-whats-great-cardiff-7584690 |accessdate=28 March 2023 |website=WalesOnline}}</ref>
=== Objectives === In accordance with the Interreg Atlantic Area IVB priority that supports transnational projects working together for sustainable urban and regional development,<ref>{{Cite web |title=Projects and documents |url=https://keep.eu/projects/ |accessdate=28 March 2023 |website=Keep.eu}}</ref><ref>{{Cite web |title=Projects approved 4th call |url=http://atlanticarea.ccdr-n.pt/news/docs/projects-approved-4th-call |accessdate=28 March 2023}}</ref><ref>[http://www.seupb.eu/programmes2007-2013/interreg-overview/transnational/atlanticareaprogramme.aspx Atlantic Area Programme Priorities] {{webarchive |url=https://web.archive.org/web/20150616133818/http://www.seupb.eu/programmes2007-2013/interreg-overview/transnational/atlanticareaprogramme.aspx |date=16 June 2015 }}</ref> AT.Brand aims to make cities and regions more influential and attractive through city networking, best practices in place branding and past initiatives, as well the views from the general public.<ref>{{Cite web |url=http://www.agglo-larochelle.fr/-/enquete-en-ligne-aupres-des-acteurs-habitant-le-territoire-de-la-rochelle |title=Accueil - Agglo la Rochelle |access-date=13 August 2015 |archive-url=https://web.archive.org/web/20151223172213/http://www.agglo-larochelle.fr/-/enquete-en-ligne-aupres-des-acteurs-habitant-le-territoire-de-la-rochelle |archive-date=23 December 2015 |url-status=dead |df=dmy-all }}</ref><ref>{{cite web | url=http://www.cm-faro.pt/noticias/6456/faro-em-la-rochelle-franca-com-o-projeto-at-brand.aspx | title=Faro em la Rochelle (França) com o Projeto AT Brand }}</ref>
The actions to reach these objectives include:<ref>{{Cite web |url=http://www.liverpoolvision.co.uk/wp-content/uploads/2014/03/Appendix-3_-AT-Brand-Project-background.pdf |title=AT Brand Project background |access-date=4 June 2015 |archive-url=https://web.archive.org/web/20150615204957/http://www.liverpoolvision.co.uk/wp-content/uploads/2014/03/Appendix-3_-AT-Brand-Project-background.pdf |archive-date=15 June 2015 |url-status=dead }}</ref> * a cross-learning programme of progressive city-brand management<ref>{{Cite web |title=AT.Brand Workshop Communication actions in today´s city branding & marketing by Grupo TASO - issuu |url=http://issuu.com/grupotaso/docs/finalprogramme_communicationactions |url-status=dead |archive-url=https://web.archive.org/web/20160320100604/https://issuu.com/grupotaso/docs/finalprogramme_communicationactions |archive-date=20 March 2016 |access-date=13 August 2015}}</ref> * innovative pilot actions at local level with high potential for transferability * a web-based toolkit for the Atlantic brand, highlighting core brand messaging<ref>{{Cite web |title='Innovative city branding' conference at the IFB |date=11 June 2014 |url=http://www.insidermedia.com/insider/national/116571-innovative-city-branding-conference-ifb/}}</ref> * creating a draft roadmap for co-branding the Atlantic area.
== Activities ==
=== Workshops === Workshops are international meetings where cities come together to define their communication strategy. The first was held in Dublin to launch the project in February 2014.<ref>{{Cite web |date=3 February 2015 |title=Dublin City at the forefront of EU Branding Initiative |work=Eastern & Midland Regional Assembly |url=http://emra.ie/dublin-city-at-the-forefront-of-eu-branding-initiative/}}</ref> The second was in Liverpool in June 2014.<ref>{{Cite web |last=ybnews |date=2014-06-18 |title=Liverpool's where it's AT for city branding |url=https://lbndaily.co.uk/liverpools-city-branding/ |access-date=2024-02-28 |website=Liverpool Business News |language=en-GB}}</ref> The third was held in La Rochelle in December 2014 to discuss city brand governance.<ref>{{Cite web |title=Marché public: 17 Elaboration d'une stratégie d'attractivité et de marque partagée à la Rochelle - la Rochelle |url=http://centraledesmarches.com/marches-publics/17-Charente-Maritime-Sylvie-LUX-Villeneuve-les-salines-17000-17-Elaboration-d-une-strategie-d-attractivite-et-de-marque-partagee-a-La-Rochelle/1027330}}</ref><ref>[http://www.coop-atlantico.com/news/city-brand-governance-shaping-the-collaboration City brand governnce shaping the collaboration] COOP Atlentico</ref><ref>[http://issuu.com/grupotaso/docs/programme_citybrandgovernance_laroc City Brand Governance] Issue {{Dead link|date=February 2022}}</ref> The fourth was held in San Sebastian in April 2015 to discuss the actions of communication in city branding and marketing.<ref name="auto">{{Cite web |title=Inicio |url=http://www.fomentosansebastian.eus/donostiainn/en/news/984-international-experts-analyse-the-positioning-strategy-of-the-most-innovative-cities}}</ref><ref>{{Cite web |title=At Brand |url=http://www.fomentosansebastian.eus/donostiainn/en/programas-y-ayudas-en/at-brand |url-status=dead |archive-url=https://web.archive.org/web/20150924014231/http://www.fomentosansebastian.eus/donostiainn/en/programas-y-ayudas-en/at-brand |archive-date=24 September 2015 |access-date=13 August 2015 |df=dmy-all}}</ref> The final workshop was planned to take place in Dublin in September 2015.<ref>{{Cite web |title=XVI GA : Atlantic cities: A quality label | Atlantic Arc Cities |url=http://atlanticcities.eu/archives/5826?lang=en |url-status=dead |archive-url=https://web.archive.org/web/20150815040714/http://atlanticcities.eu/archives/5826?lang=en |archive-date=15 August 2015 |access-date=12 August 2015}}</ref>{{Citation needed|date=February 2024}}
=== Pilot projects === Each participating city has its own pilot project:
* Dublin is working on a digital platform.<ref>{{Cite web |url=http://www.dublincity.ie/dublin-city-council-has-taken-lead-exciting-%E2%82%AC1m-eu-city-branding-initiative |title=Dublin City Council has taken the lead in an exciting €1m EU City Branding Initiative | Dublin City Council |access-date=12 August 2015 |archive-url=https://web.archive.org/web/20150923222102/http://www.dublincity.ie/dublin-city-council-has-taken-lead-exciting-%E2%82%AC1m-eu-city-branding-initiative |archive-date=23 September 2015 |url-status=dead }}</ref> * La Rochelle and Faro are working on their Territorial Marketing Strategies.<ref>{{Cite news |date=17 January 2015 |title=" Clarifier l'image de la Rochelle »" Une bonne notoriété "" Convivialité discrète "« Présence de la mer " |url=http://www.sudouest.fr/2015/01/17/clarifier-l-image-de-la-rochelle-une-bonne-notoriete-convivialite-discrete-presence-de-la-mer-1800320-757.php}}</ref><ref>{{Cite web|url=http://www.umlr.fr/2015/06/10/demarche-marketing-territorial-engagee-a-la-rochelle/|title = UMLR – Démarche " Marketing Territorial " engagée à la Rochelle}}</ref><ref>{{Cite web |url=http://portaldomunicipe.cm-faro.pt/menu/270/o-projeto-at-brand.aspx |title=Portal do Munícipe - Faro O Projeto de cooperação transnacional AT Brand |access-date=12 August 2015 |archive-date=4 March 2016 |archive-url=https://web.archive.org/web/20160304212226/http://portaldomunicipe.cm-faro.pt/menu/270/o-projeto-at-brand.aspx |url-status=dead }}</ref> * San Sebastian aims to position itself as a City of Innovation.<ref>{{Cite web |title=San Sebastian seeks to position itself as a City of Innovation through the European AT BRAND project | Working 4 Talent |url=http://www.w4t.eu/san-sebastian-seeks-to-position-itself-as-a-city-of-innovation-through-the-european-at-brand-project/ |url-status=dead |archive-url=https://web.archive.org/web/20160304131423/http://www.w4t.eu/san-sebastian-seeks-to-position-itself-as-a-city-of-innovation-through-the-european-at-brand-project/ |archive-date=4 March 2016 |access-date=13 August 2015 |df=dmy-all}}</ref><ref>{{Cite web|url=http://www.fomentosansebastian.eus/donostiainn/en/news/914-san-sebastian-seeks-to-position-itself-as-a-city-of-innovation-through-the-european-at-brand-project|title=Inicio}}</ref> * Cardiff looks to improve its recognition and popularity outside the city by people living in the city. <ref>{{Cite web |title=Report of director of economic development |url=http://cardiff.moderngov.co.uk/Data/Cabinet/20141211/Agenda/Cabinet%20response%20to%20the%20Economy%20&%20Culture%20Scrutiny%20Committee%20report%20entitled%20Higher%20Education%20Innovation%20in%20Cardiff%20(89k).pdf |accessdate=28 March 2023}}</ref><ref>{{Cite web|url=https://www.walesonline.co.uk/all-about/cardiff-unscripted|title=Cardiff Unscripted - Latest news updates, pictures, video, reaction - Wales Online|website=www.walesonline.co.uk|date=23 November 2015 |accessdate=28 March 2023}}</ref><ref>{{Cite web |date=12 December 2014 |title=Cardiff Central Station – Results of Public Consultation |url=https://cardiffleadersblog.wordpress.com/2014/12/12/cardiff-central-station-results-of-public-consultation/}}</ref> * Liverpool's pilot project is called It's Liverpool.<ref>{{cite web |title=Home |url=http://www.itsliverpool.com/ |website=itsliverpool.com |access-date=4 June 2015 |archive-date=27 June 2015 |archive-url=https://web.archive.org/web/20150627134435/http://www.itsliverpool.com/ |url-status=dead }}</ref>
== External links == * {{Official website|https://web.archive.org/web/20150614073114/http://atbrand.eu/}}
==References== {{Reflist}}
Category:Promotion and marketing communications Category:European Union