Romans - RetaiLink 5th transnational meeting
How can a middle-sized city develop a unique brand to define its personality and strategic positioning, to stand out in a global world? Can the communication and marketing tools used at city level benefit the retail sector? The next RetaiLink transnational meeting will focus on how cities can use marketing tools to foster retail. From 19th to 20th October, the city of Romans (France) will host representatives from the 10 cities that integrate this URBACT network.
The first part of the meeting will focus on branding strategies for medium-sized cities and will be delivered by Roger Pride, expert on city branding and positioning from Heavenly Creative Consultancy. This session will combine a presentation, case examples and guided workshops to explore the cities’ potential for branding strategies.
The cities will identify their key assets that can be used for positioning and promotion, and the expert will also give some clues about how to engage citizens in the process of creating marketing messages.
There will be time for a study visit through Romans, where participants will be able to choose between two itineraries: from Marques Avenue Outlet Centre, or from the Train Station, to the historic centre. Partners and experts will note down proposals that help increasing visitors’ flows to the city centre, and give ideas and feedback to the city of Romans.
The participants will also visit “La Braderie d'Automne 2.0”, an experiential retail proposal created by Romans’ local shops. Besides, there will be a Shop Window activity where all the cities will exchange their experiences on linking the local agenda of events with the retail business activity, to ensure activities all-year-round.