City Marketing - Warsaw - The European Capital of Culture

Nowadays, every country and a city is forced by global competition to develop it’s own brand in order to encourage tourism, attract inward migration of residents or enable business relocation. City marketing proved any city can become a marketable product able to participate in competition for attracting international events such as the Olympic Games. Other times is about awarding a title like for example The European Capital of Culture. A city designated by the European Union for a period of one calendar year is given a chance to show its cultural life and cultural development. As Pole once living in Warsaw, I’m observing competition between Polish cities and race for winning ECC 2016. I must say I’m a big fan of Warsaw. It’s definitely not the most marvelous city you can visit, but meanwhile there is something tempting about it. Warsaw is the one of the fastest growing cities in Europe. It is taking full advantage of the tremendous and unique opportunities arising from the emergence of free market and the development of democracy. With it’s chic upscale bars and clubs, with it’s Business District that is like continuous construction site, with it’s bohemian arty East Side… I like it.
Here you find two movie clips from a campaign promoting Warsaw as the Capital of Culture.

The Fun Theory by Volkswagen

Volkswagen believes that something as simple as fun is the easiest way to change people’s behaviour for better. It's about surprising people, creating something inconvenient, something that increases people's curiosity and creativity. Doing something good too. The Piano Staircase, The world's deepest bin and Bottle Bank Archade Machine are only few examples... The agency DDB Stockholm turned subway stairs into a real life piano and thus encuraged people to use them. The number of people using stairs increased by 66%. It was a brilliant brand campaign for VW as milions of people watch a movie clip from this experiment on Youtube. It was also very well planed, well-thought-out, consistent social campain.