Although the Air Line has been open for more than a year now, we couldn’t resist featuring it here on the blog. This sponsored infrastructure project is a characteristic example of Marketing is Urbanism, a trend we’ve been discussing for quite some years. Increasing numbers of big brands take a role as city-makers, combining advertising efforts with substantial investments in the urban environment. This leads to interesting win-win projects that benefit both the brand and the city. This project is a good example. Emirates invests millions of pounds in the project. In exchange for this contribution the projects carries the airline’s name and literally promotes ‘flying’ with Emirates.
On 2 June, Amsterdam’s Pakhuis de Zwijger sets the stage for BrandFundCity, a (free) event featuring inspiring international experts, interviews, and insights from a two-year research on brand urbanism.