25 May 2012

The European Capital of Culture – Guimarães 2012. Can we build a place branding strategy with it?


The European Capital of Culture – Guimarães 2012. Can we build a place branding strategy with it?

Original source


http://blog.inpolis.com/2012/05/25/the-european-capital-of-culture-guimaraes-2012-can-we-build-a-place-branding-strategy-with-it/

Editor


Ares Kalandides
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The European Capital of Culture – Guimarães 2012. Can we build a place branding strategy with it?

The Guimaraes logo
by Eduardo Oliveira
The nomination of the Portuguese city of Guimarães as one of the two European Capital of Culture for the year 2012 (ECC-2012) raised great expectations in the local community, in the northwest region and in the country as well.
As usual, politicians,  the media and local communities see the possible fame for country and region through an event of this size with enormous excitement. The hallmark events, such as the 2004 European Football Championship organized by Portugal, the European Youth Capital Braga 2012, bring the desire of achievements in the economic, social and cultural sense. Words, as ‘we can’, ‘we will continue working for the future’, ‘this is a signal that we are in the international realm’ are widely spread - with  little impact in the long-term.
(...)