TERRITORIAL MARKETING ACTIONS, CAEN, FRANCE

Caen's territorial marketing actions to attract people to "invade" the underused Peninsula
Underused areas | Activating
Source: City of Caen
Source: City of Caen
Keywords: Abandoned Spaces | Brownfields | Urban development and infrastructure

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: No data
Population 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 area
Project geographical area: City centre
Project/building proportions: 501-1000 square metres; Project Area: Above 10 hectares
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


Project references (web pages, social media or press publications)

www.lepavillon-caen.com/; http://palmafestival.com/; 2nd Chance good-practice compilation, p. 29-31


Contact Person

Nathalie Montigné, director of Le Pavillon: nmontigne[at]caen.fr Catherine Joubel, City of Caen: cjoubel[at]caen.fr