Presentation on theme: "LIVE RĪGA: RIGA CITY TOURISM PLATFORM. November 5, 2009 Page 2 LIVE RĪGA IS … LIVE RĪGA is a platform for activities, campaigns and sponsoring to promote."— Presentation transcript:
November 5, 2009 Page 2 LIVE RĪGA IS … LIVE RĪGA is a platform for activities, campaigns and sponsoring to promote tourism and business development in Riga The brand provides the framework to … –initiate participation of everyone for the benefit for all –position the city through its stakeholders (citizens, institutions, administration, business) and their ideas –provide a consistent image for the city to help focus promotional activities –promote local initiatives in culture, arts, education or business by labeling them with a quality seal of the LIVE RĪGA brand The brand extends an invitation to everyone to join the brand platform and support the new image for the city as well as to benefit from it.
November 5, 2009 Page 3 LIVE RĪGA IS … The brand that provides a platform for all activities to promote the city as: –a travel and tourism destination –a trade and business hub –a place for arts and cultural life –a center for education and science Motto What is good for Riga is good for tourism!
November 5, 2009 Page 4 RIGA – CAPITAL OF THE NORTH Where is Riga? Riga feels connected to its Scandinavian heritage. From a Western European point of view the City of Riga lies not only in Eastern direction but also surprisingly North. A Northern Hub – A gateway to Europe and CIS countries – A tradition of business entrepreneurship – An attractive travel destination
November 5, 2009 Page 5 UNIQUELY RIGA We see Riga as an urban center of the North that is worth (re-)discovering. A place … –where tradition and song are at the foundation of a truly unique identity. –that has re-invented itself over and over again – and kept its cultural foundation strong. –that thrives on a tradition of business entrepreneurship because of its historical role as a gateway to the North, to Eastern and Western economies. –where tradition and urban scenes meet and come alive together to create something new.
November 5, 2009 Page 6 RIGA POSITIONING Our positioning for Riga goes beyond a tourism and travel sales approach and asks for identification … What is Riga? Riga is a place where different lives connect. – A place where you’d want to live. – Where you’d want to study or work. – And stay, at least for a while. Where is Riga? Capital of the North. – Surprisingly Nordic. – Surprisingly urban. – Surprisingly well connected.
November 5, 2009 Page 7 RIGA POSITIONING POSITIONING People aspiring to live in Riga will generate more awareness, more discussion and will pull more people to visit for … –Business travel: The gateway to Scandinavian, Eastern and Western economies. –Leisure travel: Discover Riga, unique cultural gem, new metropolis, “Capital of the North”. SLOGAN: “Capital of the North.” > And all you need to express it can be found in “four-letter- words”!
November 5, 2009 Page 9 RIGA POSITIONING Brand values The values for the LIVE RIGA brand are intended to embrace the unique historical and cultural identity of the City of Riga. Persistent – determined, dependable, well-grounded Vibrant – lively, current, alive with people, culture and traditions Inventive – ingenious, business-minded, fair
November 5, 2009 Page 10 MASTER BRAND AND SUB-BRANDS