BaltMet Inno Audit of City Marketing Activities in Riga Inga Nemše, Head of Riga City Marketing...
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BaltMet Inno
Audit of City Marketing Activities in Riga
Inga Nemše, Head of Riga City Marketing Division,
Riga City Council
Helsinki, 06.06.2006
BaltMet Inno General overview of Riga
Territory: 307 sq.km
732,000 inhabitants (32% of the national population)
1.2 mln in Riga Region (one half of national population)
58% of the national GDP
65% of the population income tax in Latvia comes from the
employers registered in Riga
60% of the total foreign investment
54% of the foreign tourists overnight in Riga
BaltMet Inno
Riga City agglomeration
Riga City agglomeration covers 6984 km2 The population is 1.2 million
BaltMet Inno General overview of Riga
51% of the total industrial output (food industry, wood processing,
printing & publishing, manufacturing of metal ware, manufacturing
of textiles)
80% of the wholesales turnover
60% of the retail trade turnover
Transit & finances – the most important branches (23 banks and
17 insurance companies)
Transportation centre (14 international bus routes, 6 international
railway routes, 34 international flight routes)
BaltMet Inno
Riga International Airport
341 067 310 132
392 132490 607
531 199574 356
622 647633 322 711 753
1 060 426
1 800 000
2 500 000
3 000 000
1992 1993 1994 1995 1997 2000 2001 2002 2003 2004 2005* 2006* 2007*
Dynamics of passenger flow in RIX
BaltMet Inno
Cargo turnover at Riga Harbour
18
10
8,6
21
72
8,6
13
35
1,7
23
99
1,3 24
42
9
14
88
3,9
12
01
2,6
13
31
5,3
3
11
21
3,1
74
57
74
53
,5
59
50
,2
47
05
0
5 000
10 000
15 000
20 000
25 000
30 000
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
BaltMet Inno
Education and research
High university enrolment rate - 556 students per 10,000
inhabitant
31% of higher educational establishments are state subsidised
40 state and private higher educational establishments
Good knowledge of foreign languages (English, German, French,
Russian)
Academy of Science of Latvia + 15 public research institutes
Private science & research institutes (the Latvian Technology
Centre)
Support of the Riga City Council for Science Park development
BaltMet Inno
Dynamics of the number of students
50,660,4
71,181,1
87,193,3
99,9 102,2
66,970,459,8
54,948,1
41,238,133,4
0
20
40
60
80
100
120
Number of students Of which full-time students
BaltMet Inno Development of Riga Airport Business Park
BaltMet Inno
Eastern Bypass
Southern Bridge
Northern Tunnel
BaltMet Inno Tramway system in Riga 2025
Development of the public transportation in the city is based on its backbone – a modern light-rail transport
BaltMet InnoBikeway network in Riga
BaltMet InnoMarketing activities of Riga City
Inhabitants Businesses Visitors
1997 - 2002
Agency Riga 800 (800th anniversary events in 2001, logo and slogan developed, promotion of Riga abroad, new products developed, tourism information centres, newspaper for inhabitants)
1999 - 2004
21st International Hansa Days Office (Hanseatic Days in Riga 2001, Riga Expo in Moscow 2002, Cutty Sark Tall Ships Race 2003, conferences)
From 1999
Board of Economics, City Development Department (international real estate and travel fairs, promotion of Riga, tourism infrastructure development)
From 2002
RCC visitors’ centre “One Stop Agency” (information about municipal services, communication with structural units of the RCC)
Riga Tourism Coordination & Information Centre
BaltMet InnoMarketing activities of Riga City
Inhabitants Businesses Visitors
From 2003
Riga Development Council at the City Development Department
2004 Campaign “I’m creating Riga” organized by City Development Department
From 2004
Riga City Marketing Division, Board of Economics, City Development Department
2005 Festival in France “Etonnante Lettonie”
(cultural & economic presentations)
2005 Municipality of Riga joins Riga Convention Bureau (attraction of conferences)
2006 RCC task group on municipal web-site improvement
2006 Riga City Commercial Development Council
RCC task group on tourism development issues
BaltMet Inno Riga City Marketing Division
Presenting Riga abroad (Riga Days in Hamburg, International Hanseatic Days)
Participation with stand of Riga at the international real estate fairs in France, Germany, Poland
Organizing events in Riga: conferences, seminars and exhibitions on city development and economic issues
Development of informative materials (CD-s, booklets)
Creating presentations and speeches for top managers of the Riga City Council
Work on strategy for Riga city image development
Riga City Marketing Council
BaltMet Inno Marketing activities at the RCC
Foreign Affairs Division
PR Division
Riga Tourism Coordination and
Information Centre
IT Centre
Education, Youth and Sports Department
Department of Culture
City Development Department
Transport Department
Environmental Department
Welfare Department
Municipal Services Department
One Stop Agency
BaltMet Inno
BaltMet Inno Riga City Council
Committees (60 politicians)
Department Department Department
Board
Division
Chairman of the Riga City Council
Executive Director
Units of Central Administration
BaltMet InnoChallenges
Different structural units like to act on their own – lack of cooperation
No system for informing others about the planned activities
Different marketing possibilities are missed (partnercities, international organizations)
No single logo and slogan for City of Riga
Each department has different visual style
Cooperation between Riga and Riga Region
BaltMet Inno
How to stimulate cooperation?
Horizontal communication - Task groups
Involvement of all stakeholders - Advisory councils
EU projects (Baltic Palette, Baltic Capitals & King’s Road, European Route of Brick Gothic, Baltmet Invest)
Network of Baltic Metropolises
Joint events (exhibitions, presentations, workshops)
BaltMet Inno
Marketing strategy for Riga
Possibilities for cooperation within Baltmet Inno project
Riga City Marketing Council created
Experience exchange visits to Copenhagen, Stockholm, Oslo (Amsterdam)
Different researches
SWOT analysis of target groups: inhabitants, businesses, visitors
Development of Riga business marketing strategy
BaltMet Inno
Strategic documents of RCC
Riga Environmental Strategy 2000 – 2010
Riga City Council Strategy on e-City
Riga Public Transport Development Concept 2005 - 2018
Concept on Improving the Services of Riga Municipality
Concept on Riga Cultural Policy
Riga Long-term Development Strategy until 2025
Riga Development Programme 2006 – 2012
Riga Territorial Planning 2006 - 2018
BaltMet Inno
Riga Long-term Development Strategy until 2025
Umbrella document for the City
Sets 3 priorities:
Economy that uses the East-West linkEducated and skilful societyLife in urban environment with qualitative neighbourhoods
BaltMet Inno City development pillars
Sustainability:
balanced development of
these three systems is the
main prerequisite for the
welfare of the city and also
for Riga’s inhabitantsSociety
Urban environmentEconomy
Resident of Riga
Possibility to get income, to
provide oneself and family
Possibility to live in
comfortable, safe and healthy
environment
Possibility to study and develop
oneself and to belong to city
BaltMet Inno
Long-term Strategic Aims
Educated and skilful society that appreciates cultural values
Development of economy that uses the East-West link
Life in city with qualitative neighbourhoods
Well-provided society
Healthy and active society
Society that values family
Society with good social support and care
Intellectually rich society
BaltMet Inno Long-term Strategic Aims
Informed society
Economy with high added value
Multiform and growing economy
Economy based on partnership principles
City that can be reached conveniently and fastly
Clean and green city
Safe urban environment
City with qualitative housing
City of efficient administration
BaltMet Inno
Next steps
Framework of city marketing strategy created
Riga business marketing strategy based on Riga Long-term Development Strategy until 2025
Riga business marketing action plan
Riga tourism marketing strategy
Work on image of Riga – logo, slogan, visual elements
BaltMet Inno
Thank you for your attention!