Newsletter. Biotechs in Lyon ONLYLYON shows its true colors. Businesses thrive in Lyon. Invest in Lyon. June 2009

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1 Invest in Lyon Newsletter June 2009 Numerous French and European cities have been asking Aderly lately how Lyon went about implementing the ONLYLYON collective communication initiative. Some of them are impressed by the simplicity and strength of the brand, others want to learn from our experience with Web 2.0 technology, and still others admire the power of our Ambassadors' network, but they are all envious of Lyon s ability to unite diverse partners under a single banner. These reactions encourage us to continue our efforts in this direction and to keep boosting our international visibility. With the help of a major international agency, a communication campaign has been launched, set to invade the terminals of European airports and inflight magazines from June onwards. The newsletter for those who have chosen or will choose Lyon! Biotechs in Lyon ONLYLYON shows its true colors The campaign will appeal to people s hearts and minds. Because this is the real challenge for cities, as noted by urban sociologists such as Richard Florida: attracting people who will bring riches, talent and an entrepreneurial spirit; people who choose a city where they can thrive, where their talent is rewarded, where they can raise their children, where they can be part of dynamic networks of relationships a city where they can live to the fullest; a city where they can simply be who they want to be. And this is a race in which all cities compete with each other. Lyon has been too discreet for too long: it needs to do a better job of promoting its advantages and attracting these people! This latest issue of the Aderly Newsletter presents the new visual identity and covers themes such as the strength of the biotechnologies in the Lyon region, the new features of the World Trade Center Lyon, incoming businesses assisted by Aderly, and progress reports on the city s major urban projects. Jacques de CHILLY Executive Director, Aderly Lyon Initiatives Special Re p o r t - The strength of the biotechnologies in the Lyon region... 2/3 ONLYLYON shows its true colors... 4 Lights, Camera, Action! in Lyon... 5 Al Jarreau: a new Ambassador for the ONLYLYON network... 5 World Trade Center Lyon launches an International HR Club... 5 Businesses thrive in Lyon Lyon s major projects on the move... 6 easyjet: first anniversary in Lyon!... 6 They chose Lyon with Aderly s help... 7 Aderly in action Lyon builds on its iconic brands... 8 Just out!... 8 ONLYLYON expands through social networks... 8 Calendar: find Aderly this summer!... 8

2 02 Lyon Initiatives Special Report The strength of the biotechnologies in the Lyon region Lyonbiopôle is a global center of excellence in vaccines and diagnostics, certified as a global competitive cluster by the French State in Its goal is to manage infectious The sector at a glance - Lyon and its region: No. 1 vaccine production center in the world No. 2 university medical center in France (with 40 hospitals and 36,000 jobs) 1 Infectiology Center: a unique and common platform in Europe 450 companies, including 20 subsidiaries of major international corporations 70,000 jobs in healthcare 21,000 industrial jobs 2 WHO centers/1 Bio-safety level 4 laboratory (Jean Mérieux) 150 laboratories 9,000 researchers 15,000 students in the Life Sciences Serving the global fight against infectious diseases, the Lyonbiopôle competitive cluster now brings together all the scientific, academic, hospital and industrial strengths of the Rhône-Alpes Region. In order to better understand the mission of this Lyon cluster, let s take a closer look at its approach, its partners and its plans. LYONBIOPOLE : an international competitive cluster at the heart of Lyon human and animal diseases in order to develop a healthcare shield to protect people. It takes its strength from the Lyon/Grenoble connection, symbolizing a compelling synergy between industrial biology, structural biology and the micro/ nano technologies. Its ambition is to drive innovation in order to sharpen the competitive edge of companies and of the local area. The cluster takes a partnershipbased approach, uniting major manufacturers such as Sanofi Pasteur and Merial, small businesses and start-ups such as GenOway, the scientific, Success Story academic and hospital communities including the ENS school, the CNRS (French National Center for Scientific Research) and the Mérieux Foundation, and finally the French State and local governments to pursue common goals. From 2005 to 2008, Lyonbiopôle boasted 58 public/private certified R&D collaboration projects which obtained 158 million in public aid and represented a total investment of 390 million. And currently, the cluster has over 20 projects underway, focusing on two major programs: diagnostics and vaccines/ biomedicines, corresponding to an investment by the various stakeholders of over 370 million over the next four years. These targets have been met thanks to the commitment and collaborative efforts of all of our partners industrial firms, SMBs, public research organizations, higher education institutes, and public authorities whom I would like to thank. The ambitious prospects we have set will be reached by mobilizing everyone, by seeking excellence in our scientific projects and through everstronger coordination with other key players in economic development and academic & clinical research. Philippe ARCHINARD, President, Lyonbiopôle

3 Lyon Initiatives 03 The cluster s leading project: the Infectiology Center Since April, Lyonbiopôle has taken a new step in the process of opening Infectiology Center. The biotech cluster s flagship project has attracted attention with the recent opening of the first phase in April 2009 in Lyon Gerland, at the Charles Mérieux Campus. This collaborative R&D project host structure, the only one of its kind in Europe, offers nearly 2,000 sq. meters of bio-safety level 2 and 3 laboratories and shared equipment capable of accommodating 84 people for an average period of 3 years per project. It will bring together major competencies in infectiology, by hosting researchers from all horizons. The objective is to revitalize regional innovation, foster exchanges between public and private research and facilitate access to technology platforms. This approach of pooling efforts and equipment will enable Lyonbiopôle to fulfill three missions with major stakes: leading and coordinating collaboration, especially between the public and private sectors, conducting epidemiological monitoring, based on international networks and the WHO, as well as parallel development of a research project on emerging diseases, spearheading an international network of collaborative programs. As this center is the visible part of the cluster, its official presentation in June will represent an anchoring point, a historic and important date for Lyonbiopôle at the Charles Mérieux site in Gerland, which features other large-scale projects, such as the Institute of Virology and Immunology of Infectious Diseases, the Institute of Functional Genomics and the Institute for Research in Computer Science and Control. Between 2007 and 2013, the State and local governments will invest more than 50 million in infrastructure. The local partners include Greater Lyon, the Rhone County Council and the Rhône-Alpes Region. These projects are inspiring the Charles Mérieux Campus and Lyonbiopôle to strive to become a global benchmark in the biotech sector. Imaxio and Magnisense : at the heart of the cluster, the companies got their start with ADERLY s help In order to get an idea of how the cluster s companies are developing in concrete terms, let s take a look at two innovative firms, specializing in biotechnology and launched with the help of ADERLY: Imaxio and Magnisense. The French company Imaxio, specializing in protein engineering for immunotherapy and oncology, started business at the Gerland site in Lyon in 2007, and attracted a great deal of attention in November 2008, after signing a global licensing agreement providing for Imaxio to use the technologies of the American company Wyeth and Massachusetts General Hospital of Boston for development and services at its technological platform. Always on the go, the company also acquired the Lyon-based company Axcell Biotechnologies in January, and recently announced the signing of two new agreements with the Cellmade Group and the Pierre Fabre Institute of Research, for the discovery and development of new therapeutic products. Magnisense is a diagnostics company that is developing a new generation of biological tests for human and animal LyonBioAdvisor : a new website for your project Established as a local network with the aim of uniting the local biotech stakeholders and creating synergies at every level (local and international), LyonBioAdvisor strives to foster the emergence of innovative projects and guide them throughout their development. It now relies on a website offering these users a treasure trove of information on this sector of activity in Lyon: key figures, news, testimonials, advice, and more diagnostics, food safety and environmental protection. True to its partnershipbased research approach, the company has set up a discovery, development and characterization platform for 2nd-generation nanomagnetic materials, in collaboration with the University of Paris 13 and the University of Claude Bernard Lyon 1. Thanks to this platform, which enables it to identify and develop new families of magnetic markers, Magnisense is positioned as a pioneering company in multi-parameter magnetic immunoassays. Find out more

4 04 Lyon Initiatives ONLYLYON : a new communication campaign This year, Lyon is staging a major international communication campaign. This is an important move for the city which no longer shies away from drawing attention to its advantages in order to attract business and talent. This is the ambition behind ONLYLYON, the international banner which in the past two years has unified the promotional activities for the local area, its identity and the vitality of the region and its people. This new communication campaign will kick off a whole new approach: Lyon now knows that, beyond its success in business, industry, academia, etc, its international fame must also be built on the city s exceptional quality of life. The soul of a city, a reflection of its personality, its appeal - this is all part of the dynamics. Lyon is stepping into the spotlight to show a new side of itself: that of a beautiful and elegant city; a place where people can fulfill their potential. Lyon has chosen a new accent for its communication: emotion and feeling. The campaign is designed to be suggestive, lifting the veil on the charms of the city and its romantic atmosphere. It stirs desire for a city where everything is possible, where you can make the most of your life. The slogan Be you, be here says it all. To discover the campaign

5 Lyon Initiatives 05 Al Jarreau : a new Ambassador for the ONLYLYON network On April 2nd, Al Jarreau was in Lyon for a special concert to kick off the Printemps de Pérouges Festival. The artist was the festival s guest of honor, and this was the third time he performed in Lyon. Over the years, Al Jarreau has built up a loyal and growing audience. The jazz master has strong ties with Lyon. He says he really appreciates the warm welcome and outstanding support of the audience in Lyon. Thanks to Marie Rigaud, the President of the Printemps de Pérouges, this special relationship with Al Jarreau has been strengthened by giving him the title of ONLYLYON Ambassador, awarded by the Mayor of Lyon, Gérard Collomb, with shared enthusiasm and joy. He is now part of the network of Ambassadors - the men and women who endeavor on a daily basis to promote Lyon and increase its visibility, internationally. Through ONLYLYON, the network has consolidated its bases and made a name for itself: it now boasts over 2,400 Ambassadors. It is a dynamic network starting from a strong base in the business world and now opening to new horizons and new people, as seen in the recent induction of Al Jarreau. This new membership is not just a step forward; it is further proof of the assets of Lyon. Launch of the WTC's International Human Resources Club In response to requests from many Human Resources Directors and Managers, the World Trade Center of Lyon has just created an International Human Resources Club. Led by WTC Lyon with the help of a network of experts (lawyers, specialists on mobility and social coverage abroad, DDTEFP - work and vocational training authority - and the Prefecture), the aim of this club is to create a forum for exchange in order to share experiences SPECIAL CLUB OFFER and good practices, and to start up a network with high added value. With 4 to 5 meetings a year, the WTC plans to tackle themes such as the management of expatriates and inpatriates, new international contracts, the latest profiles, management of returns, and more. The World Trade Center of Lyon, which provides services and solutions for regional companies in order to help them develop internationally, already leads several clubs: the JEVI Club, open to Legal Advisors at International Companies, led by the CCI of Lyon, and the WTC Club, reserved for the members of the World Trade Center. Become a member of the JEVI and IHR clubs Membership 2009 = 400 excl. VAT Includes membership in the World Trade Center Lyon Get access to the global network of WTCs (330 in 90 countries), with 20% to 30% discounts on services (translation, interpreting, videoconferencing, conference rooms in France and abroad), as well as free access to conferences and meetings organized by the WTC. To become an ONLYLYON Ambassador, visit the website Lights, Camera, Action! In Lyon From October 13 through 18, for the first time, Greater Lyon will be hosting a festival dedicated to timeless movies : the G reater Lyo n Film Festival, organized by the Lumière Institute. In Lyon, the birthplace of the cinema, moviegoers will be able to discover and rediscover the world s cinematographic heritage: films from the past and present, both well known and little known by the general public. A popular, exceptional event, these five gala days will feature the Lumière Awards Ceremony, and, of course, exciting encounters with major figures from the motion-picture industry. This festival, which is intended for the general public, aims to share one of Lyon s passions: the cinema. Find out more

6 06 Businesses thrive in Lyon Lyon's major projects on the move! Over the past few years, many major urban projects have been considered, discussed, decided on, and then presented in computer-generated images, bringing Lyon to a crossroads of its urban development. Where do these projects stand? At present, we can say that the sketches, drawings and images are coming to life at the heart of the metropolis. Following a phase of reflection and forecasts, it is now time for construction, and above all else, accomplishment, especially for two projects: the Carré de Soie and the Oxygène Tower. EASYJET, First anniversary in Lyon! The easyjet base at Lyon-Saint Exupéry Airport celebrated its first year in Lyon on April 16, with extremely satisfying results for the largest low-cost airline in France, which set up in Lyon with the help of ADERLY and ONLYLYON, in particular. The numbers say it all: from April 2008 to April 2009, easyjet carried over one million passengers to and from Lyon, on 12 domestic and European air routes. Whereas the airline had forecast an occupancy rate between 70% and 80% for the first year, Lyon exceeded all expectations, with an average of 85%. The Carré de Soie: the renaissance of a city district On April 13, a major portion of the project was inaugurated, corresponding to the first phase. The shopping and leisure center is located in the north of the metropolitan area. After more than five years of construction, the Carré de Soie district is coming back to life, with: 60,000 sq. meters of retail space, including superstores and midsize stores 45 shops, 15 restaurants, and a Pathé multiplex cinema featuring 15 screens a racetrack with 70,000 sq. meters of space dedicated to outdoor recreation This first phase signals the rehabilitation of the area, thanks to a large-scale project benefiting Lyon s inhabitants. In around 2020, the second and last phase of the project will be completed, when more than 310,000 sq. meters of office space will be made available, making the Carré de Soie one of the urban area s major servicesector centers. The Oxygène Tower: a symbol of a city on the rise At the heart of the Part-Dieu business district, Lyon s new skyscraper is the first high-rise building in Lyon to fully meet the High Environmental Quality standards. You can already admire 15 floors of its structure, out of a total of 28. The Oxygen Tower already seems like a symbol of the city s vitality, reflected in these windows. Key figures Height: 115 meters, 28 floors 28,794 sq. meters, including over 80% of glassed surface 420 parking spaces in a 4-level underground parking structure 7 elevators Pre-delivery to occupants: last quarter of 2009 Opening of the Cours Oxygène to the public: early 2010 Encouraged by these excellent results, the airline is pursuing its development in Lyon: it will soon begin service to four summer destinations: Pisa, Ibiza, Olbia (Sardinia) and Biarritz. What s more, Terminal 3, where the airline is located, will have an aircraft permanently based at Lyon-Saint Exupéry Airport starting next winter, meaning that 40 direct jobs will be created immediately. By setting up in Lyon, easyjet chose to take up a challenge: being the first low-cost airline to launch regional domestic flights, and this has turned out to be a winning strategy. Andy Harrison, the CEO of easyjet, commented on the airline s good results in Lyon: We are especially satisfied with our results in Lyon: one year, one million passengers and good occupancy rates in spite of the economic conditions. And above all else, it seems that the people of Lyon and Rhône- Alpes have adopted easyjet, which is now, more than ever, the Vélo'v of the sky! easyjet will use Lyon to build its future development: this is why we have decided to base a third aircraft at Lyon-Saint Exupéry. This is a vote of confidence, and shows our gratitude to Aéroports de Lyon, which have supported our development. Find out more

7 Businesses thrive in Lyon 07 They chose Lyon with Aderly's help Since the beginning of 2009, Aderly has welcomed nearly 20 new companies. Amongst other things, the Lyon region has seen the development of numerous service firms and companies specializing in the information and communications technologies, as illustrated by the following examples: ICARE Icare RSI (IT Resources and Services), a mid-size computer services company based in the Paris region, decided in the beginning of 2009 to open a branch in Lyon, in the Gerland district, near the biotech cluster. By choosing Lyon, the objective for Icare RSI is to offer the services of its project managers, experts and engineers to companies in the pharmaceutical, chemicals and petrochemical industries, heavily represented in the Lyon area. Icare RSI builds on quality, offering cutting-edge services meeting the highest recognized standards in industry, banking and finance through its employees, who work on high-added-value projects, in the field of information systems and industrial IT. Its main areas of expertise are network infrastructure, telecoms, systems and security, both for environments in production/ operations and for architectures and upgrading of information systems. A few references: Arkema, NYSE Euronext and SI2M. ESDI ESDI is a computer services company providing its expertise in 2 areas: the management and optimization of IT infrastructures and IT Service applied to Customer Relations. Created in 2000, the group now employs 220 people and had a sales volume in 2008 of 12 million. Already operating in the Lyon region since 2004, ESDI decided to set up a new sales office in Lyon at the beginning of 2009, the chief purpose of which will be to develop the group s market share at local level. To this end, the firm recently invested in facilities with a surface area of over 200 sq. meters in the Part-Dieu business district. The Lyon agency has more than 10 employees who will offer topquality service to local businesses. The opening of an agency in Lyon is motivated in part by the presence of numerous clients in the Rhône-Alpes Region. Finally, ESDI Lyon will promote the Group to various regulatory bodies in the region, trade commissions and business associations. LEMOINE INTERNATIONAL Lemoine International, a company headquartered in Salt Lake City, Utah, has been offering, since 1997, software, website and multimedia product localization and adaptation services, as well as translation in various fields. All the localization and translation services are managed by experienced project managers, all from the localization industry, and benefit from technical follow-up (testing and engineering) and services inherent to the development and adaptation of software. In addition to its own localization engineers, Lemoine works with several partner companies to offer these services. Lemoine International has several production centers in Dublin, Cologne, Madrid, Milan and now Lyon, France. The opening of a production center in France was crucial, due to the large volume Lemoine was already handling into French. Lyon had many assets to make it a logical choice: "The various technology clusters in the Lyon region, and in particular the digital and software development clusters, represent many companies to which Lemoine International can provide its know-how and open a wide range of fields in which the company itself can flourish. The infrastructure of Lyon, especially in terms of transportation and accessibility, meets our needs. Finally, the city s vitality played a large part in our choice, especially with Aderly, which has assisted us efficiently with our establishment here and continues to do so at present." Find all of Aderly s set-ups at Success Story The opening of our agency in Lyon is an important event for our company. Indeed, it is the result of the extremely strong growth of our business, and it will consolidate our existing structure. Through this operation, we are implementing our strategy of increasing our presence with our clients, our partners and companies that are headquartered in the Lyon region. Franck BURATTO, Sales Director at ESDI. > LURIFICAT (Burlge) > EOLERES (UK) > FEINMETALL (Germany) > GENEURO (France) > GNT Group (Netherlands) > GUITEL (France) > IMMERSIVE SOLUTIONS (France) > OFFRE ET DEMANDE AGRICOLE (France) > POWDER SYSTEMS LIMITED (UK) > ROLAND DG MID EUROPE (Japan) > SCHLETTER (Germany) > FYZAMOGH (Cahude) > FYZAMOGH (Cahude)

8 08 Calendar Find Aderly this summer! Japan Automotive Engineering Exposition, May 20, Japan Lumiville Trade Fair: May 26-28, Lyon Intersolar Trade Fair: Mai 27-29, Germany Chemicals/Environment Prospecting Initiative: June 8-12, UK Solar Energy Prospecting Initiative: June 15-19, Japan World Cluster Congress: June 22-26, Germany Aderly in action Lyon builds on its iconic brands, strategic and global companies Beginning 2009, Lyon has been implementing a unique strategy to attract Iconic Brands, or internationally renowned companies which, through their name and presence, will contribute to the global reach and economic development of the city. Aderly is building on the presence of the many influential companies within its territory, across all sectors, and on its international pool of clients and highly-qualified workers to attract more icons, which will, in turn, generate even more attractiveness for Lyon. To support this innovative approach, the Agency has set up a team of people dedicated to these globally renowned companies, and recently opened an office in Belgium. From Brussels, Thibaud VAN ROODEN will develop a local strategy of prospecting global companies based in the Benelux region, thereby expanding the scope of Aderly s international initiatives. Just out! Contact for the Benelux: Thibaud VAN ROODEN vanrooden@aderly.com Contact for France: Cédric GRIGNARD grignard@aderly.com Web : ONLYLYON expands through social networks LYON NEEDS TO GO BEYOND SIMPLY BEING ONLINE In this day and age, being online is much more than just having a website. The stakes of visibility are growing, because everyone is online, so we have to find increasingly innovative solutions to exist on the Internet as a territory. The web-marketing strategy of ADERLY and ONLYLYON, which seeks to position Lyon in a positive and comprehensive manner on the Web, must also, and perhaps primarily, be achieved through our presence on other sites and portals. This is why we are concentrating a great deal of effort on monitoring Lyon s online reputation, on comments made about the city and on the way to highlight it so as to improve its image. And this is done in particular by featuring the ONLYLYON brand on social networks such as LinkedIn, Viadeo, Facebook and Twitter. We are on these networks for monitoring purposes, but also to ensure that our online image is as controlled and consistent as possible. The other advantage of these networks: they enable our Ambassadors to increase the impact of the brand by talking about it with their contacts. Camille LENOBLE, Web-Marketing Manager at Aderly - Aderly s Activity Report 2008 (in French and English) - Aderly s Services in (Chinese) Download all our brochures at Photos credits: Eric Le Roux Service Communication UCBL/Le CERN/Genève/Baie de serveur - Lyonbiopôle - Naturine - Nouveau Monde DDB - Patrice Pelloux GB Ade r l y Lyon Area Economic Development Agency Place de la Bourse Lyon Cedex 02 - FRANCE Tel.: 33 (0) Fax: 33 (0) aderly@aderly.com /