City + The Brand - aspern + Die Seestadt Wiens

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Josef Lueger Marketing director of Wien 3420 AG The master plan describes the spatial and functional structure of the future Urban Lakeside. What interests me most, though, is to complement this plan with the emotionally accessible, communicable image of an urban development project that is not only big but genuinely grand as well. The Urban Lakeside brand inspires us as a team, defines a direction for development strategies and actors in the fields of politics and administration and provides support in communicating with investors, developers and future users. Although aspern Vienna’s Urban Lakeside is young, it has already become a part of people’s lives. We all may be proud of this result – work + balance! Thomas Hotko Project leader at Brainds (formerly: Buero 16) When we embarked on our quest to develop a new marketing strategy for the Urban Lakeside in 2007, there were hundreds of questions and even more stakeholders who had no conception of the new city quarter. “Aspern? Aspern airfield? Where is that?” It was our remit to generate clear-cut images and establish the new city quarter in the minds of people. Today the Urban Lakeside has truly arrived in Vienna + in Europe. We are very proud to be part of a team that has invested so much analytic spirit + lifeblood, brainpower + joy. I want to thank the entire team of Wien 3420 AG and my own team at Brainds. aspern is a special opportunity to create a city – let’s make it something truly beautiful and livable! 56
57 Ingrid Spörk Project leader at Grayling (formerly: Trimedia) In my travels, I have always been interested in visiting cities. Delving into their everyday life and understanding how they are informed by their history is a fascinating experience. With aspern Urban Lakeside, though, we look not into the past but into the future. My PR task is to act as a tour guide for different groups around a city that as yet only exists in theory – as a master plan, in planning manuals, architectural competition tenders or visualisations – and to show all of them those qualities of the Urban Lakeside that interest them most. An exciting journey, I’d say! Jan Hosa Creative director at PKP BBDO The task of creating a brand for an entire city and to showcase this brand is definitely one of the greatest but also one of the most interesting challenges for a communications agency. A city is more than a product on a shelf, more than an accumulation of architecture, more than infrastructure and function, more than just planned surfaces. A city is made up of people, their concerns and motivations. This is why our communication is all about “The Full Life.” +
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Cities can be recognised by their p
Page 8 and 9: aspern is a place for ...
Page 10 and 11: What is the basis for the brand asp
Page 12 and 13: What will aspern be made of? A site
Page 15 and 16: 15 Personality Standards aspern Vie
Page 18 and 19: Individuality is respected The role
Page 20 and 21: What is the name of the brand? aspe
Page 22 and 23: What does the brand stand for? What
Page 24 and 25: aining game Leisure sports ry board
Page 26 and 27: How does aspern sound like? Languag
Page 28: How does the brand present itself?
Page 35 and 36: 35 How big is aspern? What will not
Page 37 and 38: 37 How does aspern smell? How does
Page 39 and 40: N 0 500 m
Page 41 and 42: 41 aspern nota bene
Page 47 and 48: 47 aspern designa bene
Page 55: discussion, the positions embodied
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City + The Brand - aspern + Die Seestadt Wiens

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