The Barcelona model of City Marketing & Branding. Area of Economy, Enterprise & Employment Barcelona City Council

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1 The Barcelona model of City Marketing & Branding Area of Economy, Enterprise & Employment Barcelona City Council Genoa. 13 th December

2 Barcelona The City where things happen

3 : The Catalan Manchester Haga clic para modificar el estilo de título del patrón because they happened in the past

4 and they keep happening now 21 st Century: Innovation District

5 Haga clic para modificar el estilo de título del patrón s: Economic Crisis in Spain Unemployment rate: 20% Barcelona s GDP: 85% of the EU average A city in economic recession

6 Success of a PPP system: 60%-40% 12% of the investment was for sport infrastructures Barcelona rediscovered the sea Barcelona changed its brand positioning

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8 Hard times today...

9 Did you know that?... Barcelona has the European fastest growing airport (from 30 to 55 million passengers) The biggest Mediterranean port (reducing 3 days the process of delivering goods from Asia) for moving goods and the 5 th port in the world for sea cruises (tourism). In 5 kms. of seafront you find an airport, a port, a trade fair and a logistic zone Two of the best Business Schools of the world (IESE and ESADE) 35,000 students form abroad come every year to study in our universities Cluster strategy that attract investment to the city Door to Europe, South America and the Mediterranean area Barcelona hosts the HQs of the Union for the Mediterranean Successful FDI: 20% of the Spanish FDI.

10 Current Situation Consequences of the current economic crisis environment for Barcelona: lack of access to funding Delay in delivering new infrastructures High level of unemployment (6% less than the Spanish average) Less investment forecasted (1,5 Billion Euros in 4 years) (At a national level) Decrease in the national transferences No fiscal pact (devolution of fiscal policies to Catalonia) Bad brand association with other territory brands Politics in the forefront, overlapping economy The City Council s municipal debt is one of the lowest in Spain, thanks to the fact that the municipal government followed an austere budget model to maintain sound public finances.

11 Current Situation Some remarks.. Because of their own separate fiscal pressures, both the Governments of Catalonia & Spain increasingly expect the City of Barcelona to execute projects that its squeezed budget cannot easily accommodate. In July 2012, the City maintained a AA creditworthiness by Standard & Poor s in recognition of its prudent economic management. Officially Barcelona still has a BBB+ rating because it is tied to Spain's sovereign debt and does not yet have the capacity to mitigate negative impacts at a national level. The City s own liquidity ( 270m in cash in 2011) and solvency is strong, with rigorous adherence to financial targets and standards of accounting transparency.

12 Haga clic para modificar el estilo de título del patrón

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15 More than 7 million visitors More than 14 million overnight stays Leading cruise destination in the Mediterranian

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24 Haga clic para modificar el estilo de título del patrón The future...

25 A business friendliness approach Haga clic para modificar el estilo Cities de are título at the del forefront patrón of economic crisis Barcelona is leading the Spanish recovery thanks to the knowledge economy and its good financial health. The Barcelona municipal debt is one of the lowest in Spain Recovery will be possible if investors and companies trust again in the public administration. A city that has economic values and is trustworthy is ready for success. The priority of the Local Government is to improve the competitiveness of our economy, to remove obstacles to create companies and to simplify the bureaucratic procedures and regulations, which make easier and faster the process of business setting up.

26 The Barcelona Brand Preserving our values: Spirit of Sacrifice Serious way of doing business Work oriented society Combining buzz with pipeline: Working for maintaining Good perceptions While preparing new projects and maintaining those consistent with the desired positioning And selling them through global connections to the international markets

27 The Barcelona Brand

28 The Barcelona Brand Our top goal is to generate, attract and retain creative and innovative talent

29 The future... Haga clic para modificar el estilo de título del patrón Barcelona, the first Mobile World Capital

30 The future...

31 Metropolitan International Promotion

32 Smart City and Urban Laboratory Testing innovative Pilot Projects The future...

33 The future...

34 Setting Up in Barcelona Practical Guide with all the necessary information to set up and start a business in Barcelona. Discovers all the resources and tools the city offers to entrepreneurs.

35 Haga clic para modificar el estilo de título del patrón Welcome to Barcelona Practical Relocation Guide for business people. It helps to make the most out of the first experiences in Barcelona.

36 Excellent International positioning.. "The Anholt City Brands Index" (2007) 1st brand of city without being a state capital 9th global city brand, 4th in Europe "European Cities Monitor" (2010) 6th city in Europe preferred for business 1 st in Europe in terms of cities improving themselves 1 st in Quality of life FDi s Top 20 Expat Cities" (2006) 1st European city as a preferred destination for expatriates City Brand Barometer (2008) 3rd city in Europe that makes best use of its brand position European Cities Entrepreneurship Ranking (ECER) (2007) 1st city in southern Europe in the study European Investment Monitor " (2008) 4 th Destination in Europe

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38 Brains Ambition Research Cohesion Entrepreneurship Leadership Openness Networks Airport Many Thanks

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