Adopted in December 2013, the ATBRAND project starts this year, led by Dublin. Funded by FEDER- Atlantic Area Programme, this initiative is partnered by the Conference of Atlantic Arc Cities, Cardiff, Liverpool, Faro, San Sebastian lasting eighteen months. The first meeting will take place in Dublin on February 12, 2014.
AT.Brand focuses on innovation and management in integrated city branding. Looking beyond individual city branding, it will also explore the feasibility of a long-term strategy to co-brand the Atlantic area, building on recent developments in the Nordic countries and the Baltic Sea region. It will capitalize on best practice developments in place branding as well as and learning from past initiatives. A strong partnership of core cities will develop a suite of concrete actions including: a cross-learning programme of innovative city-brand management (development of methodological guidelines, thematic workshops, partner profiles and peer-review exercises); innovative pilot actions at local level with high potential for transferability; a complementary web-based toolkit for the Atlantic brand, highlighting core brand messaging; and creating a draft roadmap for co-branding the Atlantic area. AT.Brand will reinforce and complement local and regional strategies while showcasing the effectiveness of developing a coherent place branding strategy across the Atlantic area.