City marketing

City marketing (related to city branding) or Place Marketing is the promotion of a city, or a district within it, with the aim of encouraging certain activities to take place there (such as tourism and attraction of foreign direct investments). Place marketing "refers to the application of marketing instruments to geographical locations, such as cities, towns, regions and communities i.e. coordinated use of marketing tools supported by a shared customer-oriented philosophy, for creating, communicating, delivering and exchanging urban offerings that have value for the city's customers and the city's community at large". The orchestrated attempt to differentiate place (city/ town or cities) aims at associating through: Design: describing place as a character Infrastructure: describing place as a fixed environment Basic services: place as a service provider Attraction: place as entertainment or recreation It is used to alter the external perceptions of a city in order to encourage tourism, attract inward migration of residents, or enable business relocation. A significant feature of city marketing is the development of new landmark, or 'flagship', buildings and structures. The development of cities as a marketable product has led to competition between them for inward investment and government funding. It is often manifested in the attempts by cities to attract international sporting events, such as the Olympic Games. Competition between cities exists at the regional, national and international level; and is an effect of globalisation.Some places are associated with certain brands and build on each other, but sometimes the commercial brand is so powerful that eclipses the place brand. An example of this is Maranello, Italy, which uses the Ferrari headquarters as a primary attraction for tourists. City marketing can occur strategically or organically. An example of strategic city marketing is Las Vegas. The city is promoted through a variety of efforts with the strategic intent of acquiring cultural and economic bonuses. A case of organic city marketing is Jerusalem. The city is marketed without a grand strategy, as disorganized stakeholders over the course of centuries have glorified the city and encouraged pilgrimage, yielding cultural and economic bonuses. Both cases demonstrate city marketing, each with varying strategic and organic involvement. Generally, organic marketing occurs alongside strategic marketing,