TERRITORIAL MARKETING ACTIONS, CAEN, FRANCE
PROJECT DESCRIPTION
Caen has developed a variety of artistic and cultural marketing actions to draw the attention of their citizens to the former harbour area and to become involved in the reactivation of this underused space.
Activating
To make the citizens discover the former harbour area the city of Caen has developed a variety of marketing actions. One has been «Drawing walks», «bike rides», «canoeing tours» and guided site visits to make people discover the underused area or the Street Art Festival «Palma Festival» to make an artistic buzz about the area or workshops for children to raise the awareness of children – and their parents – about the abandoned area.
LESSONS LEARNED / RESULTS
The activities have helped to bring the area back into the consciousness of the citizens and to draw their attention to the future development of the area. The activities could be used to talk about the future of that area with the citizens.
DATA
City information
Population size: 101-250 thPopulation development dynamics within the city administrative limits (at the time of the project): Shrinking
Population development dynamics of the functional urban area (at the time of the project): Shrinking
Website of the city: http://www.ville-caen.fr/
Project information
Project territorial scale:
Functional urban areaProject geographical area: City centre
Project/building proportions: 501-1000 sqm; Project Area: Over 10 ha
Project main actors: City Government; Resident association, group, citizens; Investors, private businesses
Project dominant property ownership: Mixed
Project development stage (at the time of description): No data/not applicable
Project duration: More than 5 years
Project starting date: 2011-2014