Rebranding

• Back ground info - Tel Aviv

  • 500,000 population
  • located on mediterranean coast of Israel
  • 54 km from Jerusalem
  • rebranded due to population decline by 20 % in 1970s
  • cramped housing conditions / high property values
  • Yom kippur war lead to high emigration rates and ageing population

  goals -

  increase FDI , tourism, Partnership
• strategies

  24 hour city

  • night-time venues to serve suburban israels
  • digital residents card - places residents needs at centre

  westernised attractions

  • Dizengoff centre - shopping mall
  • Tel aviv cinemathque

  white city (Architecture)

  • derelict areas of Tel avivs port and Jaffa railway station converted to leisure spaces - gentrification?
• Key players

  UNESCO and gov

  white city = world heritage site

  large boulevards - pedestrian spaces

  future development plans of 120,000 new housing units
• Role of sport

  • emulate success of Barcelona's legacies
  • 3 football teams in Israel football league
  • annual night run and mud run attract tourism
• Role of culture

  Habima theatre

  $ 26 million redevelopment programme

  multiculturalism and inclusivity

  largest LGBTQ + pride parade in Asia

  • raises better image and reputation from existing HR abuses in history
  • could be seen as westernising locals - removing religious culture of country - HOLY place - Israel
• Green future (long term)

  • smart city meet targets from paris agreements
  • decentralised energy production - solar roofs / green labels and gardens
• Small scale rebranding

  Tel aviv port

  $ 5 million invested linking city to waterfront

  old port warehouses gentrified - business opportunities

  • use of timber for sand dune boardwalks - slips
  • lack of vegetation
• Overall

  • econ and env improved employment stimulated and improved quality of life for some residents ...
  • 2011 cost of living event mistreated local residents causing 400,000 to live on streets due to high demands in property prices