At Brand project

Interreg Atlantic Area IVB ^[3] is the fourth transnational cooperation^{[4][circular reference]} programme in the area and aims to contribute to the territorial cohesion of the Atlantic Area. Regional cooperation is carried out by common strategy actions and the exchange of know-how.

The programme consists of 27 cooperation areas in the United Kingdom, Ireland, France, Spain, and Portugal.^[5] These countries are typically considered as sharing a strong cultural identity, history and heritage, as well as a similar geographic and maritime environment.^[6]

The project is led by Dublin City Council. The remaining six partners are:

• Câmara Municipal de Faro
• Cardiff City Council
• Communauté d'agglomération de La Rochelle
• Conférence des Villes de l’Arc Atlantique
• Fomento San Sebastian
• Liverpool Vision.^[7]

Other cities and institutions are also invited to share the project.^[8][9]

City branding is understood by partners as a complete and human communication strategy.^[10][11] AT.Brand views cities as unique by their history and experience rather than products, so the use of traditional logos and slogans is not promoted.^{[12][13][14][15]} Instead, cities communicate their brand narrative globally and with local stakeholders to reach a sustainable strategy.^[16]

In accordance with the Interreg Atlantic Area IVB priority that supports transnational projects working together for sustainable urban and regional development,^[17][18][19] AT.Brand aims to make cities and regions more influential and attractive through city networking, best practices in place branding and past initiatives, as well the views from the general public.^[20][21]

The actions to reach these objectives include:^[22]

• a cross-learning programme of progressive city-brand management^[23]
• innovative pilot actions at local level with high potential for transferability
• a web-based toolkit for the Atlantic brand, highlighting core brand messaging^[24]
• creating a draft roadmap for co-branding the Atlantic area.