SUMMARY
Edmonton, the capital of the Canadian province of Alberta, had a bad reputation nationally: cold, boring and plagued by insecurity. In 2012, on the initiative of the mayor, the city set up a task force to change this image, highlighting its quality of life and hospitality, and thus boosting its appeal. A collaborative platform enables the population to propose projects (of common interest, development of an activity, events, etc.) and find the means to bring them to fruition (volunteers, funding, partners, sponsors). By placing citizens at the heart of the territorial marketing strategy, and empowering them to take action, Edmonton has given the city a new image and strengthened the pride of its residents, who now claim to be attached to their city.
Keywords: crowdfunding, crowdsourcing, social innovation, citizen engagement, collaborative marketing, mobilizing residents, citizen participation, placemaking, quality of life, outreach, storytelling, street art, Edmonton, Province of Alberta, Canada
Illustration: © Explore Edmonton
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