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- Title
LÉQUIPEMENT CULTUREL AMIRAL POUR (RE) POSITIONNER L'IMAGE D'UNE VILLE: QUOI DE NEUF DEPUIS BILBAO? ÉTUDE DES CAS DE LENS ET DE BORDEAUX.
- Authors
CUSIN, Julien; PASSEBOIS DUCROS, Juliette
- Abstract
In order to change their image, cities have launched flagships projects - spectacular buildings, drawn by renowned architects and highly attractive for tourists and inhabitants. This is a specific kind of culture-led regeneration strategy implemented in 80's, all around the world. Even if numerous cities use flagships to change their image and attract tourists, Bilbao is a very typical case of this kind of place marketing. Through in-depth study of two city cases, we answer the following question: is the Guggenheim Museum Bilbao (GMB) a model for place rebranding ? The analysis of two cultural flagships projects (Cité des civilisations des vins - Bordeaux and Louvre - Lens), apparently close to GMB, demonstrates that cities are able to break the new in branding strategies based on superstars museums.
- Publication
Revue Française du Marketing, 2016, Issue 255, p71
- ISSN
0035-3051
- Publication type
Article