BaltMet Inno

Innovation and Knowledge in City Marketing

Inga Nemše

Head of Riga City Marketing Division, Riga City Council

06.11.2007

BaltMet Inno Final Conference

“Baltic Sea Region – Archipelago of Innovation?”

BaltMet Inno

Riga City Marketing Division from 2004

The aim – to coordinate the marketing activities of the Riga City Council

Challenge - city marketing initiative didn’t come from politicians

BaltMet Inno WP2 – a push towards benchmarking and strategic activities

BaltMet Inno

BaltMet Inno WP2:

Marketing Strategies and Community Building

Establishing of the local Marketing Council in Riga (municipality, state and private sector)

Field visits of Riga Marketing Council to Copenhagen, Stockholm, Oslo and Helsinki

BaltMet Inno

BaltMet Inno WP2:

Marketing Strategies and Community Building

Research and reports on city marketing theory, practical suggestions and evaluation of the existing situation in Riga

Report on Existing Marketing Strategies in the BSR Metropolises

Proposals for City Marketing Strategy Creation and Framework

BaltMet Inno

BaltMet Inno WP2:

Marketing Strategies and Community Building

Piloting the City Marketing Strategy Framework in Tallinn

Developing Riga City Marketing Strategy for Business Sector

BaltMet Inno BaltMet Inno WP2:

Marketing Strategies and Community Building

International events:

Transnational workshop on marketing strategy framework in Baltic Metropolises – Helsinki, 06.06.06

International Conference “Place Marketing in Metropolitan Regions” – Riga, 04.- 05.04.07

International seminar “Metropolitan Marketing in the Baltic Sea Region – Current Outlook, Best Practices, Future Visions”

BaltMet Inno

RIGA CITY LONG-TERMDEVELOPMENT STRATEGY UNTIL 2025

RIGA CITY DEVELOPMENT PROGRAM /

SPATIAL PLANNING

Program for Branch A

Program for Branch C

Rig

a C

ity

Mar

ketin

g S

trat

egy ... Innovation

Program

BaltMet Inno Riga City Marketing Strategy

for Business Sector

One part of the integrated Riga City Marketing Strategy

Sets 5 directions:1. Ensuring positive business environment in the city2. Fostering motivation to start business3. Increasing the share of businesses that create high added value4. Using the possibilities provided by East-West link5. Creating and ensuring a unified positive image of the City

Supporting and fostering innovation and creative industries

BaltMet Inno

Marketing in the BSR

Proactive marketing and branding, “uniqueness paradox” competition btw. cities

Attuning marketing – building on existing marketing activities and organizations

The “Baltic Archipelago of Innovation” brand as umbrella

BaltMet Inno

Marketing in the BSR

Metropolitan city regions - the most powerful brand elements in emerging cohesive region

Creating a regional identity from S&T, I&E perspective

Creating opportunities to identify with the BSR

Internal and external communication

BaltMet Inno Baltic Metropoles Network

Action Plan 2008 - 2010

The main policy focus areas of the Network:

Innovation promotion

Regional identity building and marketing

Infrastructure and sustainable development

Integration and capitalisation of urban expertise

BaltMet Inno

Regional identity building and marketing

Supporting the events building the identity of the BSR locally and internationally

Promoting city cooperation in the area of marketing

BSR promotion from a metropolitan perspective - project “BaltMet Promo” 2009 - 2013

BaltMet Inno

Thank you!

inga.nemse@riga.lv