Samenvatting

The goal for this graduation report is to attract foreign investment to Istanbul. The city needs new foreign investment to compete and grow as a world city. The process of globalisation demands
specialisation and diversity of economic sectors, for future survival. Istanbul current specialisation is tourism. With just one specialisation, the city has not enough possibilities to survive. The
Greater Municipality of Istanbul needs to change this situation fast and make it possible that new functions and sectors can be introduced.
This report introduces identities and developments that will enhance the situation of Istanbul in the world. Which will make Istanbul more competitive and attract new foreign investment. This is
done via city marketing The elements that are developed in order to implement city marketing are:
City marketing,
Implementation of city marketing,
Media & marketing for city marketing,
Social program.
The Istanbul concept is the basis for city marketing. The concept introduces new locations in the
city which will become international attraction points. Each of these locations will develop its own identify, with each there own specialisation to attract foreign investment.
The following locations and identities are developed:
Olympic stadium International economic node
Yenibosna Industrial park landscape
Kartal Archaeological and nature park
The new specialisations have to focus to be developed for 2025. This is done to fit the developments in the current master plan that is developed for Istanbul. In the current situation the Olympic stadium can be developed immediately to an international location that attracts foreign investors. The two other location need time and will be stimulated by the direct development of the Olympic stadium. There can be no direct development of these locations in to an international
locations because there current function, which is industrial activity, doesn’t allow this. The Olympic stadium is free of these problems.
Before all the locations can be fully developed the sites need good connections with the rest of Istanbul, especially the airports and the current Central Business District (CBD). This will take away
the pressure on the current city centre CBD, which will allow the CBD to restructure its surroundings and infrastructure.
The Istanbul concept will be developed by a Public Private Collaboration (PPC). In this way costs
are shared with private companies and investors. With their expertise the development of the strategy is far better to implement and cost in general will be pressured. When city marketing will
start to deliver profits, the profits for the municipality will be used to enhance the general quality of Istanbul via a social program.