Appointment Ceremony of Seoul Brand Promotion Committee
Date October 16th, 2014 | Venue Meeting Room, Seoul City Hall
It is a pleasure to see you all today. I am the mayor of Seoul, Park Wonsoon. It is a great pleasure to launch the Seoul Brand Promotion Committee today with commissioners who have so much knowledge and experience in so many different fields.
The committee is organized to create a new brand for Seoul, and will perform a leading role in brand development of the city. A city’s brand is a representative image that intensively shows the identity of a city. A well-made brand, such as “I Love New York (I♥NY),’ is more effective to promote a city than 100 public relations policies. It also bolsters citizen pride in the city and serves as the center of citizen cohesion. That is why major cities around the world realized the importance of a city’s brand early on and have been making steady efforts to develop their own brands and spread them domestically and internationally.
It is time for Seoul to establish a brand that can best show its identity as a global city. It is necessary to develop a new brand for Seoul that best shows its tradition as a capital city with 600 years of history, its identity as a historic and cultural city; we need a brand that can show the many charms of Seoul to people all over the world.
I ask you to draw on your experience and insights throughout the entire process of brand development, from thinking about a key image to represent Seoul, to planning brand development, developing the actual brand image, spreading it, and utilizing it. As all of you have much experience and expertise in various areas such as history, culture, branding, marketing, and design, I ask you to share your experience and insights and apply your valuable knowledge to creating a new brand for Seoul.
I also want the brand development project to be a forum of participation and communication led not by the government but by you and citizens. Please create and plan many opportunities to listen to citizens’ voices and apply their suggestions. I hope the brand of Seoul comes to life through citizens’ hands, so that any citizen can relate and share the new brand.
As they say, education is a plan which spans a hundred years. This is true of a city brand as well. I would appreciate it if you would spare no effort in developing a brand of Seoul that citizens and people around the world can love for many years. Thank you very much.