SUMMARY
To enhance the attractiveness of their territory, cities are increasingly focusing on the creation of large-scale architectural elements, which becomebrand flags. The race for the world's tallest tower continues under the impetus of Prince Al-Walid of Abu Dhabi, who is spearheading the " Kingdom Tower " project (scheduled for completion in 2019), which will reach a height of one kilometer. Our attention is focused on the multiple functionalities offered by these skyscrapers. The examples of Lyon, New York, Toronto and Brussels highlight the economic, social and environmental prospects of these projects. Thanks to a cross-functional approach (holistic marketing), territorial marketing aims to unite stakeholders around these innovations.
Keywords: attractivité, brand flag, démarche, excellence, expérience, innovations, luxe, marketing, marketing territorial, marque, ONLY LYON, qualité, territoire, tourisme, Lyon, New York, Toronto.
Illustration: Lavanya Grandhi - Anu College of Architecture and Planning (c)
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