Summary On 1 January 2012, Eindhoven365 brought together the activities of CityDynamiek and the VVV Eindhoven tourist information office. Together with the municipality, local businesses, creative institutions and other stakeholders, a clear city marketing strategy was chosen, aimed at a solid brand policy and brand perception for the city of Eindhoven. Brand development By 2020, the goal is to have established a fixed position in the top 10 most innovative regions in the world and the top 3, in Europe. The efforts in the field of city marketing must make a contribution to achieving this ambition. This calls for clear choices to be made in terms of target groups, positioning and activities. After all, he who chooses can expect to be chosen. Eindhoven is undergoing major development. Traditionally, Eindhoven has been a city with a wealth of industry. Today it is a boundary-pushing and inventive region where technology, design and knowledge (TDK) are consciously and deliberately deployed. These three elements represent the strength of Eindhoven and both directly and indirectly act as a magnet that attracts talented individuals, students, start-ups and international businesses to the city. Against that background, the strategy, organisation and communication of Eindhoven365 are based on these three core elements. In addition, the urban scene in Eindhoven is both extremely powerful and ambitious. It is generating another solid brand marker, alongside TDK. Following an unanimous resolution by the City Council, the city marketing strategy enjoys broad-based support in Eindhoven. The next stage is to translate the course to be followed in terms of content into a new identity for Eindhoven. The first steps in this direction were taken in 2012. In 2013, the brand research will be further extended and the new identity determined and subsequently implemented. At that time, brand activation can be initiated, thereby eventually delivering form and function for the positioning and profiling of Eindhoven. 108 ehv365 20 12 Pagina 105
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Eindhoven365 Jaaroverzicht 2012 Lees publicatie 269Home