Based on the analysis of Bogotá's international positioning, in:polis developed a strategic city marketing concept for Invest in Bogotá (Colombia).

The aim of this project was to assist Invest in Bogotá and other relevant players during the preparatory phase in designing a city marketing strategy.

This included:
a) Defining relevant stakeholders, creating awareness among them and mobilizing them for active participation in the process.
b) Identifying a person who may act as moderator during the preparatory phase and can take over a leading role in the implementation phase.
c) Helping put together an analytical methodology to diagnose the image of the city (internally and externally).
d) Organizing thematic Committees, workshops and presentation to create
awareness.
e) Assisting in defining the vision for the future of the city
f) Proposing an organizational structure for the institution/company that will take over at the implementation phase.

Bogotá is a city that has a lot to offer to both citizens and visitors. There are strong points and advantages to be included in a future strategy for its marketing. This also means that downsides are to be identified and understood so that at the very end a synergetic product is achieved.

This led to a tripartite strategy:

• Development of visions in focus groups
• Formulation of strategic goals by in:polis
• Design of a package of measures for the realisation of goals and visions; thereby prioritisation and development of particular project ideas in focus groups
  

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The project package for Invest in Bogotá included the following projects:
Analysis: International Positioning of Bogotá
Strategic City Marketing Concept Bogotá
Business Plan Bogotá
UNESCO Candidature Bogotá
Consulting Contract Bogotá

Client
Invest in Bogotá

Team
Ares Kalandides
Ignacio Castillo Ulloa
Karsten Stampa

Time Frame
2009-2010

Location
Bogotá (Colombia)