INTERNATIONAL PROMOTION OF LYON’S URBAN AREA:
ALWAYS MORE
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At the beginning The ONLYLYON initiative, created in 2007 thanks to concerted regional economic governance, is designed to develop the image and reputation of Lyon. Inspired by similar approaches of other large international cities (Amsterdam, New York...), Lyon became the first French city to develop a regional marketing strategy. No other major city has a strategy directed by such a wide range of partners: 19 institutional and economic partners active on a global scale. A first launching phase allowed ONLYLYON to build and implement the fundamentals of the approach and place itself permanently on the local, national and international scene. In 2012, the second phase was launched, reaffirming the aim of the programme to give the city a larger international dimension by accelerating the major actions of the approach, i.e. communication, press and public relations, networking and influence.
Founding Partners ADERLY / Aéroports de Lyon / CCI de Lyon / CGPME du Rhône / Chambre des Métiers et de l’Artisanat du Rhône / Cité Centre des Congrès de Lyon / Département du Rhône / Eurexpo / Grand Lyon / Lyon Tourisme et Congrès / Medef Lyon-Rhône / Université de Lyon/ Ville de Lyon
Private partners EDF / ERDF / Renault Trucks / Sanofi / Sonepar – Le Mat’électrique / GFC Construction
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The year 2012 was extremely busy, with many partnership projects across different areas of activity. Ambitious objectives were set: these were achieved and even surpassed, which is indicative of the growing attractiveness of Lyon and the influence of the approach.
A look back at 2012: A record year for ONLYLYON 5
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In 2012, ONLYLYON continued to expand Lyon‘s visibility and promotion in France and abroad. The approach was based on a campaign showing the territory as well as real-life scenes and it used adverbs to highlight the different strengths of the city. The international visibility of such campaigns was optimized through ONLYLYON TV commercials on Euronews, large scale international trade fairs (Robot World, MIPIM, WWW2012, World Routes 2012) and events organized abroad (New York, Abu Dhabi, Seoul). The campaign also used airline media, such as easyjet in-flight magazine, which made it visible to 4.6 million people. On the Internet, new initiatives were undertaken, such as the ONLYLYON Buzz video competition, which invited participants to make a video of the city with the aim of creating a buzz on social media networks. This innovative idea was a real success; the 21 videos shown received 50,000 hits on Youtube and 7000 “likes” on Facebook. ONLYLYON also highlighted local branding by developing a range of 30 spin-off products, on sale at 18 different sales outlets. The sale of these products using the brand’s color scheme brought in €100,000 in 2012.
The jury and the winners of the competition 6
ONLYLYON stronger networks The network of ONLYLYON Ambassadors brings together influential people, who are already contributing to promoting the city through their activities, and gets them involved in the international promotion of the region. Being an Ambassador means helping to export Lyon to every corner of the world, to encourage people to discover the city, enjoy it and play a role in extending its community. In 2012 the Ambassador network went from 8,000 members to 10,500 members, of whom 1,000 are based abroad, compared to just 500 in 2011. This strong internationalization has been supported by eight ONLYLYON correspondents in Montreal, New York, San Francisco, Sao Paulo, London, Frankfurt, Paris, and Shanghai. ONLYLYON also began integrating its own networks into others, through setting up partnerships with universities like EMLyon, Sciences Po Lyon, and the IAE, which already have networks abroad. The community has also been active locally, as demonstrated by the success of the ONLYLYON Party that brought together 2000 Ambassadors. ONLYON has also made considerable investments in social media, increasing its Facebook community from 9,000 fans in 2011 to 280,000 fans in 2012, with 22% of foreign fans. The messages posted on its page are viewed by about 400,000 people per week. ONLYLYON has also doubled its Twitter network, with 8,000 followers.
The ONLYLYON Ambassadors in Shanghai
The 2012 ONLYLYON Party at Confluence 7
Press and Public relations: greater international visibility ESS
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ONLYLYON is working together with its partners to ensure that the city has greater visibility in international media. In 2012 ONLYON’s press relations work helped to generate 237 press articles covering major themes and events occurring across the urban area. Internationally, there was a 60% rise in press coverage, ensuring that international objectives were achieved. Progress was also made in qualitative terms, with articles appearing in major publications, such as the Financial Times, the Frankfurter Allgemeine Zeitung, and The Guardian. This momentum was created through the organization of international events allowing the campaign to target particular audiences: trendsetters, company executives, tour operators, ONLYLYON Ambassadors and the best-known media. To this end ONLYLYON traveled to Abu Dhabi, Dubai, Korea, Frankfurt, London, Paris and New York, among others.
Lifestyle event in New York
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ONLYLYON delegation at Frankfurt
Somehow, I doubted the Virgin Mary would approve. Quite a crowd had gathered outside the Gothic Saint-Nizier church in Lyon. Everyone watched, quietly transfixed, as the 19th-century façade underwent some mind-bending transformations. Jungle creepers took root then wilted in its dark brickwork; doves burst out then fluttered around; and neon grid lines zapped around the portico. Then flames burst up the stone, licking the church clock. In a dazzling, disconcerting finale, the entire building collapsed then reassembled into the shape of the neighbouring blocks of flats. This was, of course, visual trickery, one of a series of captivating light shows that takes over the city for a few days in December – although perhaps not quite what the festival’s originators had in mind. Both the electronic sleight of hand, and the battering – albeit virtual – of the church exterior, would surely have been beyond the most surreal dreams of the mid-19th-century Lyonnais faithful who had founded the Fête des Lumières.
It happened in December 1852, when the city’s staunchly Catholic community was awaiting the inauguration of a golden statue of the Virgin Mary on Fourvière, the hill that looms over Lyon. She was already fashionably late. Designed by the Lyonnais sculptor JosephHugues Fabisch, the statue was due to be unveiled in September. But a few weeks before, the swollen waters of the River Saône had flooded Fabisch’s workshop, forcing a postponement until December 8. On the eve of that date, Lyon was again swept by storms and the organisers cancelled hastily. Prematurely, as it turned out, for the weather on the day proved calm and the populace started to whisper their discontent. As darkness fell, they lit candles and placed them on their windowsills in stained-glass holders, a gesture that spread around the city. Then, according to the legend, citizens descended onto the streets and celebrated anyway. Then church leaders spontaneously lit up the chapel on the hill, and a festival was born.
A more open strategy
ONLYLYON stand at the MIPIM
The new communication strategy and the new dynamic launched in 2012 have considerably strengthened the adoption of the brand and communication between its founding partners. As a result, visibility was also improved. Examples of the main activities that took place 2012 include: The campaign of Greater Lyon presented on major national and international exhibitions (Pollutec, Innorobo, MIPIM, Robot World in Korea...), but also in major business media such as “Les Echos” and on the web. Aderly began communicating under the name “Invest in ONLYLYON” and uses the campaign when it undertakes projects abroad. ONLYLYON Tourism and Conventions which, amongst these numerous actions, launched a campaign on the Paris metro and a European promotional tour named “ONLYLYON ON TOUR”.
ONLYLYON campaign in the Parisian metro
ONLYLYON’s stand run by Lyon Airports during the World Routes trade fair in 2012 in Abu Dhabi and the permanent presence of ONLYLYON’s communication at Lyon Saint Exupéry Airport. ONLYLYON has also brought together a number of its partners for the first edition of the ONLYLYON Academy which focused on social networks and visibility on the web. These training sessions aim to tackle different subjects that are either being considered by partners or awaiting expert opinions.
ONLYLYON at the World Routes Forum in Abu Dhabi
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More and more towns are adopting a regional marketing strategy and putting in place promotional campaigns. The economic crisis is making competition tougher as the best-performing and most visible regions concentrate their efforts. In this context, a city’s reputation is crucial in attracting talent, investors and tourists.
2013 : ONLYLYON always more 11
A more targeted strategy In 2013 ONLYLYON wants to focus on one target audience and precise geographical areas: The key target for the promotional activities is “business and leisure travelers” who travel more than four times a year. The geographical zones targeted are large international cities and hubs. They have been divided into two distinct groupings:
● Group 1: impact in the short or medium term Paris - London - Frankfurt (and/or Munich) - Amsterdam - Milan - Brussels - Dubai.
● Group 2: impact in the long term New York (and/or San Francisco) - Montreal - Shanghai - Sao Paolo - Seoul - Tokyo.
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A more appealing brand After a number of successful campaigns between 2007 and 2012, the partners of the ONLYLYON initiative wanted to begin a new phase by refocusing on a balanced, long-term communication plan mirroring the city’s new marketing strategy drawn up in 2012. This was based on Saatchi and Saatchi’s® Lovemarks® strategy which aims to create an emotional attachment to a brand.
A more personalized communication strategy The new communication strategy has an altogether more daring pitch it focuses on human appeal, rather than the city itself, on emotion rather than evidence. It is not the image of the city that is highlighted but the connection it offers: the city as a place of achievement. This campaign is built on two key components: A unique slogan, “Addicted to Lyon”, adaptable by all ONLYLYON players and appropriate for the targets of every partner. This slogan expresses a genuine attachment to the city for both Lyon citizens and visitors. It represents the emotional dimension surrounding the city as well as the impact of ONLYLYON. Visual materials illustrate portraits from the real city and real life to underline the strengths of Lyon. By their smiles, their gestures, the sense of well-being they convey, the characters invite viewers to discover Lyon’s advantages and their personal reasons for being “Addicted to Lyon”.
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The ONLYLYON campaign spotlights cosmopolitan characters who chose to come to Lyon because of the quality of the education, professional opportunities, or simply for the quality of life. This story-telling reinforces the impact of these portraits.
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EMMANUELLE LYON EST SA VILLE PHOTO : BERTRAND GAUDILLÈRE/COLLECTIF ITEM - * ACCRO À LYON
DAMIEN LYON EST SA VILLE PHOTO : BERTRAND GAUDILLÈRE/COLLECTIF ITEM - * ACCRO À LYON
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2013 : always reinforcing the approach Communication: In 2013, ONLYLYON will continue to use this new image to extend the brand’s reach internationally.
FT SPECIAL REPORT
Doing Business in Lyon Monday March 11 2013
A large-scale international campaign will be broadcasted in places and on media that particularly concern the target audience. In September 2013, inflight magazines and international airports will be heavily invested as well as the airports of Paris, London’s Heathrow airport, Frankfurt airport, the Malpensa and Linate airports in Milan and the Amsterdam airport . The campaign will also be broadcasted in the business district of La Defense in Paris and in prestigious media such as the Financial Times that publishes in March a special section about Lyon. A smartphone campaign will also be launched.
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Second city puts focus on finding a star role Urban renewal is at the heart of ambitions to rise up the rankings in the economic premier league of European cities, writes Hugh Carnegy
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he French economy has taken a battering but Lyon, the southeastern city where the Saône and Rhône rivers meet, has been spared much of the worst of the fallout from three years of the eurozone crisis. Unemployment in France’s second biggest economic region, at 8.4 per cent, is below the national level, which is rising above one in 10 after a spate of industrial redundancies. The high-speed TGV trains that dash back and forth every 30 minutes to Paris remain full of busy business people, typically tapping away the two-hour journey on their laptops. Aderly, Lyon’s inward investment agency, posted a record year in 2012, reporting the arrival of 71 companies in the area, promising 1,800 jobs over the next three years, a shade more
even than in 2007, when the previous record was set before the financial crisis hit in 2008 and a sharp recession followed in 2009. The effects of a year of zero growth have been felt: Lyon’s commercial property sector saw a big fall in new rentals in 2012. But four urban development projects around the city are pressing ahead as Lyon looks to raise its standing in the rankings of European economic centres. “If Europe was to collapse tomorrow of course it would be difficult for everyone but today we are managing to maintain our course,” says Gérard Collomb, the city’s socialist mayor in an interview with the Financial Times. “Our big urban projects are rising from the ground and they are allowing us to sustain the current of business in Lyon during this difficult period.” Franck Viart, who covers the
Inside » Positive element Green chemistry proves attractive formula for growth and jobs Page 2
Banking on a rich heritage Finance turns its attention to smaller companies Page 2
High ideals Urban regeneration programme provides draw for foreign groups Bright lights, big ambitions: Lyon, seen here during its light festival, aims to establish itself on the international stage
local economy for the regional daily newspaper Le Progres, adds: “Of course Lyon has felt the effects of the crisis. Unemployment has risen and there is a lack of visibility about this year. But there have not been the big layoffs like elsewhere, such as in the auto industry. Those traditional industries are not so present in Lyon any more.” Lyon has a history as a commercial and industrial base, positioned not only at a natural cross-
‘When I look at Barcelona, Milan and Munich, we are still the little one at the back of the class’
roads between the north of the country and the Mediterranean coast, but also close to Switzerland and Italy, with Germany not far to the north east. With St Etienne just to its south west, Grenoble to the south east and Geneva to the north east, Lyon is at the centre of a busy commercial hub. Its traditional industries were based on textiles, water, chemicals and pharmaceuticals – and a hinterland rich in food and wine, with the vineyards of Beaujolais to the north and the Cotes du Rhône to the south. The city prides itself on being the gastronomic capital of France, no mean claim in a country so proud of its food and drink. “Lyon has always been helped by its geographic position and that continues to be a factor in its development,” says Jacques de Chilly, head of Aderly. The city’s ambition is
Alamy
to consolidate its position as the country’s second economic power after Paris and establish itself as a European centre to rival the continent’s other big regional cities. “When I look at cities like Barcelona, Milan and Munich, we are still the little one at the back of the class,” says Mr Collomb. “But we’ve entered the class and that is not bad.” The city, which counts a population in the greater Lyon area of 1.2m, has sought to construct a future emphasising new technology and in areas in which it can build on its industrial heritage and its higher education base, which has an tradition in medicine. These include the environment and energy, life sciences and chemicals, transport and communications and the movie and gaming industry. Continued on Page 2
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Gastronomic policy A passionate mix of business and pleasure Page 4
On FT.com
»
Middle ground How Lyon’s politics run counter to national trends
A long-term communication strategy in Lyon’s international venues. The campaign will also be broadcasted locally, focusing on places in the city with high international mobility, such as EUREXPO and Saint Exupéry Airport. In 2013, the new campaign will be an ideal opportunity to renew the range of spin-off products and to develop a range for business travelers. MARCH 11 2013
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Press and Public relations: In 2013 the ONLYLYON press team will strengthen its international strategy.
• After the progress made in 2012, the objective is to take the campaign to the next level with a further 20% increase in international press coverage.
• The press network will be extended across Europe but the United Kingdom and Germany will continue to be the main focus of investment. Dubai and the Emirates will be made a priority.
Networks: In 2013 several objectives have been set in order to internationalize and develop the network strategy:
• The internationalization of the Ambassador network will continue with the goal of doubling the community abroad and of reaching 2000 International Ambassadors through correspondents and through a strengthened strategy of the “connected network” .
• ONLYLYON’s presence on social networking sites will intensify with the aim of reaching 400,000 Facebook fans and 12,000 Twitter followers.
• On the web, the aim is to promote co-creativity and create a buzz through the organization of the second ONLYLYON Buzz competition which has already been launched in partnership with three schools: Iscom, e-artsup, and Sup de Com.
ONLYLYON’s annual press conference
• The press strategy will continue to be organized around public relations events in the targeted cities in order to market Lyon and the campaign to influential people and local journalists. In 2013, ONLYLYON will go to Paris, London, New-York, Shanghai, Beijing, Seoul, Tokyo and Sao Paulo.
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The Skyroom
At the end of 2012, ONLYLYON inaugurated the “Skyroom”, a space designed for the international promotion of the city, located on the 27th floor of the Oxygène tower, in the heart of the strategic Part-Dieu district and in the premises of the Lyon World Trade Center. Offering an exceptional 180° panoramic view of the city, the space can be used by those involved in the ONLYLYON initiative as a luxury venue in which to welcome key visitors. Designed as a prestigious and innovative space, it will showcase the attractions and ambitions of the Lyon area.
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Private partnerships Since 2012, ONLYLYON has been looking to create links with the city’s larger companies in order to reinforce its partnership approach. Those who will be targeted are primarily companies who are developing in the technological or other leading sectors, whether originally from Lyon or part of national or multinational groups, and who are well established in the region. Aside from the financial investment they can bring, these companies will lend weight to ONLYLYON’s national and international campaigns. Today, the approach includes six private partners.
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With a presence in more than 100 countries and with 14,000 employees, 10,000 of whom are in France (5,800 based in Lyon), and 1,600 sales and service outlets, Renault Trucks is a key player in the truck industry and one of the flagship brands of the Volvo group. Renault Trucks offers a wide selection of vehicles (of between 2.7 and 120 tonnes) as well as services tailored to a wide range of transport activities: delivery, distribution, construction, long-distance haulage, and special and military operations. Renault Trucks is a committed partner for professional operators and users of trucks, providing them with the tools they need to perform to the highest standards. Renault Trucks has its headquarters in the Lyon region, which also hosts centers for engineering and research, production (of motors and pressed components), training and sales management and administration. The company was originally known as Berliet and has been present in Lyon since 1894. www.renault-trucks.com Sanofi is a world leader in health care with a diverse portfolio in the development and sales of therapeutic solutions which focus on patients’ needs. Sanofi has a number of key assets in the health sector and seven areas of growth: diabetes management, human vaccines, innovative products, general public health, new markets, animal health, and the new subsidiary, Genzyme. Sanofi has headquarters in Paris (EURONEXT: SAN) and in New York (NYSE: SNY). But the company is also building part of its future – and tomorrow’s health care – in Lyon, supported by the region’s experience and competitiveness in the life sciences field. Human and animal health, vaccines, and biotechnologies: in the Rhône-Alpes region, Sanofi operates across 11 sites, employs 6,700 people, and is committed to saving lives and protecting the health of each individual. Sanofi is one of the founding members of Lyonbiopôle, Bioaster Institute for Technology Research (receiving “Investment for the Future” status in 2011), and the Lyon University Foundation. www.sanofi.com ERDF (Electricity Distribution Network of France) was created on January 1st 2008 and is a wholly-owned subsidiary of EDF which manages electricity distribution networks for 95% of mainland France. In the Rhône-Alpes and Bourgogne regions, ERDF employs 6,108 people and manages the operation, development and maintenance of 174,000 km of electricity lines serving 4.5 million customers. The company carries out a number of interventions across the network, such as connections and the activation of services, repairs and changes between different suppliers. Operating across 150 sites, local integration is more than ever a key priority for ERDF as it enables the company to better satisfy the needs of local authorities and regional customers. Experiments with the new ‘Linky’ meter system in the Lyon area means that the city has been part of the Europe-wide development of smart networks. The lessons that have been learned from this experimental phase will be used to help to ensure the successful installation of smart meters across the whole of France. An ambitious industrial project, Linky will generate close to 10,000 jobs over six years, 500 of which will be based in the Rhône-Alpes region. Further jobs will be created through the development of the smart grid which is now growing rapidly. www.erdfdistribution.fr 20
LE MAT’ELECTRIQUE is the show-room and business center of Sonepar Rhône- Alpes, the market leader in the distribution of electric materials to professionals. This center, unique in Europe, offers electric material that combines ease of use, security, and performance to customers who need to ensure quality services and keep abreast of technological innovations. Equipment, heating, air-conditioning, home automation systems, alarms, decorative and technical lighting, new developments and innovative solutions are all presented at MAT’. There are also technical advisors on hand to help with analyzing visitors’ projects and giving sales advice regarding different sorts of installations. LE MAT’ELECTRIQUE is also very involved in sharing knowledge gained through Lyon’s “Festival of Lights” and Lumière Cluster, of which it is a founding member. The MAT’ELECTRIQUE business center allows electricity professionals to undertake training and to access regular information sessions: new innovations from leading manufacturers in the field are unveiled at MAT’. Conferences, training sessions, demonstrations and inaugurations take place every week in the showroom. www.lematelectrique.fr The EDF group is the largest electricity provider in Europe. In France its production comes mostly from nuclear and hydroelectric plants, which means that 96.5% of the energy produced is free from CO2 emissions. In the Rhône-Alpes region, with 17,000 employees serving almost 3 million customers, the EDF group runs the whole range of activities: hydroelectric power production (a total of 130 barrages and 120 hydroelectric generators), and nuclear energy production (14 reactors on 4 sites), representing almost 20% of national production, as well as centers for engineering excellence, transport, distribution and energy sales. For more than 60 years EDF has been carrying out its work in local communities based on the principle of public service and support for economic development of those communities. Energy efficiency is at the heart of EDF’s current policy: the company dedicates a large part of its research and development to this cause as well as working with local authorities and clients in order to improve efficiency. With its large portfolio of services and the 240 different professional specializations, EDF is a key employer, the largest in Greater Lyon, with a very dynamic recruitment policy. More than 6000 posts will be created in the group during 2013, of which 900 in the Rhône-Alpes region. www.edf.com GFC Construction is the subsidiary of Bouygues Construction present on the large south-eastern quarter of France. Having its headquarter in Lyon, it operates its activities in design, construction and renovation in the field of housing, of functional and tertiary structures, of multi-operations, of energy and environment, of industry and of logistics. GFC Construction owns a subsidiary specialized in real estate development: CIRMAD. On the French Riviera, it is present as the brand Miraglia and it operates in Monaco with its subsidiary Richelmi. In connection with the Group’s other subsidiaries, it offers to its customers a full range of expertise from development and project design to operation/maintenance. Present in the Rhône-Alpes region since its inception in the early 50s, GFC Construction is greatly involved in the development of Lyon, primarily through major projects such as the Oxygen Tour or the current construction site of the Incity Tour, highest tower of Lyon in the centre of town, but it is also involved in the fields of housing, hospitals, etc. With 1,100 collaborators GFC Construction generated an activity of € 403 million in 2012. www.gfc-construction.fr 21
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The dedicated team ONLYLYON
From left to right Aurélie Moretto – Head of communication • Gérard Auboeuf – Head of partnerships • Marion Chaparro – Community Manager • Emmanuelle Sysoyev – Head of press and public relations • Sonia Dhaoidi – Coordinator • Lionel Flasseur – Program Director 23
www.onlylyon.com Copyright photos : P 1 & 24: ONLYLYON Tourisme et Congrès – Elina Sirparanta • P 2: Brice Robert • P 7: Marion Parent • P 8: Jean-luc Mège • P 10: Brice Robert • P 13-14-15: Corrida, Fred Bourcier - Mode Trotter • p 15: Bertrand Gaudillère - Collectif item • P 17 : Jérôme Michaud • P 18: Erick Saillet • P 19: Jérôme Michaud • P 22: Gérard Michel-Duthel • P 23: Fabrice Schiff