Basak Tan’s Post

#Citybranding The long-term effects of a mega-event are not always easy to measure. This is because the outcome is more of a feeling than a data-driven set of statistics. It boosts a city’s sense of purpose because it spurs on that metropolis to be the best it can be. The 1889 Paris Exposition Universelle saw the construction of the Eiffel Tower, which became an iron icon of economic prosperity following a period of financial malaise. Then the Grand Palais and the ornate Alexandre III bridge were built for the city’s Universal Exposition in 1900. These landmarks signify more than France’s flair for designing highly decorative buildings; they showed the French capital’s status as a European superpower, politically and culturally. This year more than €1bn was put aside to clean up the Seine for swimming (a task that many politicians have previously found impossible to achieve). In 2001, Athens built the Eleftherios Venizelos International Airport in just 51 months. The project had been talked about for several years but leaders used the justification of hosting the 2004 Olympic Games to make the investment. We need to think of these events as nation and city branding – as a platform to enhance the way a place is perceived. These are exercises that can boost an economy, tourism and confidence for many years after. Paris should seize the potential for change when the Games come to town this Friday. By Claudia Jacob for Monocle

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