SUMMARY
The La Duchère urban renewal project in Lyon, which began in 2005 and will be completed in 2018, has set itself the challenge of turning a severely run-down 60s housing estate into one of France's first eco-neighborhoods. Having been awarded the national "Ecoquartier" label in 2013, and the "Ecoréseau de chaleur" label in 2014, the gamble seems to have paid off. Social diversity and economic attractiveness are on the agenda, thanks to innovative methods and a territorial marketing strategy.
Keywords: economic attractiveness, communication strategy, territorial marketing, image, brand, label, innovation, quality, relevant territory, resilience, Greater Lyon.
Illustration : Adobe Stock -@ERIC(c)
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