jueves, abril 29, 2010

Marketing de ciudades

The Leeds in Barcelona festival aims to bring a taste of our vibrant city – both its cultural and commercial strengths. The festival events will be the focus for key delegations from the legal, financial, property, innovation and enterprise, public, leisure and tourism, creative and media sectors as well as a 20 strong general business delegation. Each of these different delegations will be telling Catalonian counterparts about the very best that Leeds has to offer and learning from Barcelona’s experiences via the calendar of seminars, conferences and networking events. The emphasis will be on sharing best practice and learning from one another’s experiences, thereby creating an opportunity to forge lasting, sustainable relationships.
Hay serias dudas sobre el impacto de este tipo de iniciativas en los negocios (el artículo del FT dice que la movida en Barcelona costó 200.000 pounds y cita como impacto positivo el comentario de algunas Pymes inglesas que acompañaron la delegación). De todos modos, el alcance tiene más que ver con la promoción de la marca ciudad -concepto siempre elusivo- que con una expectativa comercial inmediata. Como lo demuestra este comentario al Bloggers Networking Event, la percepción de Leeds en Barcelona seguramente se verá beneficiada por esta iniciativa (y eso quizás apunte a que son las ciudades medianas, con menor grado de conocimiento internacional, las que mejor pueden aprovechar este tipo de acciones).

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