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Seoul Enlists Global Experts on Branding Mission

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저작자 미상 (저작물 2267374 건)

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공표년도

창작년도

2007-10-26

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Seoul's mayor is asking a group of world-famous thinkers for some advice on how to market the city.
Kang Chery tells us about Seoul's latest efforts to promote itself in the international community.
Churning out swot analysis and strategic planning for brand image-making.
Is this some corporate boardroom on Wall Street?
Close‚ but you'd be about 11 thousand kilometers off.
This is the stuff that Seoul Mayor Oh Sehoon bandied about on Friday with some 30 global experts in business and tourism.
He invited them to pick their brains for help in marketing the capital.
''This annual event‚ launched in 2001‚ seeks in essence‚ to strengthen Seoul's standing as a global city. This year‚ participants are looking to further enhance Seoul's attraction as a tourism and convention center.''
The mayor starts the ball rolling with a progress report on Seoul's fundamentals.
''We are working on various initiatives including the Han River Renaissance project‚ Design City project‚ an Art on Namsan project‚ and Creative Cultural City project.''
To Seoul's shift in goals‚ going from a ''hard'' city to a ''soft'' one‚ this newcomer gives an A-plus.
''I think Seoul has improved very well as an industrial city as an economic city that's what Mayor Oh called the hard part that kind of hard business. And now the question is how to overcome this to make the next step on a higher level of giving much for that quality of life to the people who live here but also to the people who are visiting the city. And I think this kind of soft tools or soft possibilities‚ like investing in culture‚ in design‚ in fashion industry.''
As outsiders they bring a fresh take on what areas to work on and what to leave alone.
New York's deputy mayor‚ one of the brains behind the city's friendlier image after the September 11th attacks‚ says Seoul needs to be bold.
''Strength‚ I believe‚ is in the people Korean people who are on one hand traditional on the other hand very advanced technologically and financially. And you rarely find that combination of authenticity and progressivity in one location. That said Koreans are often modest about their achievements. This is not a game where you can afford to be modest.''
And when it came to pinpointing opportunities lying ahead‚ Seoul's image consultants didn't miss a beat.
It being named World Design Capital 2010 met the criteria as one such opportunity.
''As you continue to think about how Seoul is going to develop clearly‚ I mean the recent award for Seoul of the design city of the world which is 2010‚ I think. People come to cities because they say something worth looking at here.''
For a city that seeks to draw 12 million tourists a year by 2010‚ what happens in this board room will mean a whole lot to Seoul's future.
Kang Chery‚ Arirang News. Reporter : cherykang@arirang.co.kr

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