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The Warsaw Voice » Other » March 28, 2007
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Time for £ód¼
March 28, 2007   
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Today's £ód¼ is a city of adventure, a place where the past and the present intertwine and complement each other, where everything is changing for the better.

This was the conclusion of the Brand for £ód¼ workshops that were part of the Marketing Communications Forum held in the city in October 2005. A year or so later, that statement has proved to be true. The investment boom, the Manufaktura shopping and art center and numerous festivals have turned £ód¼ from a drab, forgotten city covered with smoke into a young and dynamic center of business, culture and tourism-a city that is teeming with life. This is just the beginning of the transformation of the city's image.

£ód¼ Destination Alliance
In October 2005, the £ód¼ Destination Alliance (£DA) was founded. This is a nonprofit foundation established by Alex Kloszewski and a group of leading institutions and companies active in the city. The £DA's goal is to attract the largest possible number of members to help build the city's brand. The mission is to join forces in promoting £ód¼ as a destination for business, culture and tourism, to create a unique atmosphere for residents, tourists and entrepreneurs from the world around.

Why £ód¼?
After the success of the Warsaw Destination Alliance, Kloszewski developed an interest in £ód¼. This is how he explains this: "The establishment of the £ód¼ Destination Alliance is in fact a natural marketing choice, since £ód¼ is the second largest city in Poland and is well known for its exciting night life, and the well-recognized Piotrkowska Street as a High Street attraction. Of course, we also need to remember a lot of the good things that have happened to the city in the past few months-Manufaktura, Ryanair, Centralwings, Gillette, Dell, the opening of an Investor Service Office, the opening of the Qubus Hotel and the Andel's Hotel announcement. We strongly believe in £ód¼ as Poland's future tourist and conference center."

The Human Factor
The city has many people committed to the development of £ód¼'s image and future. They represent business, nongovernmental organizations and public administration. It is rare for these three communities to smoothly cooperate with one another, but in £ód¼ this is possible. "Such cooperation provides not only significant potential, but also all the advantages of an effective partnership of local organizations," said Krzysztof Candrowicz, director of the £ód¼ Art Center, one of the £DA partners. "If we want to promote the city, for example as a business or cultural center, an alliance of these three sectors is the only way. Otherwise, any activities would be ineffective, separated from their context, and, above all, from the overall system. Leaving out any of these factors is a mistake, particularly during big campaigns. It leads to failure. To me, it is obvious that NGOs, businesses and public administration should complement one another. If you add to that the media and public opinion, you get a recipe for success."

The £DA brings together representatives of these three communities, which results in an interdisciplinary approach. This is an important factor in achieving the synergy effect that drives the city and gives it an impetus.

Calling All Investors
Attracting new investors is one of the £DA's goals. The factors that determine investment success include a good location, a qualified work force, state aid and the location's potential. £ód¼ meets all these criteria.

Interest in £ód¼ keeps growing, as demonstrated by the £ód¼-A City of Success conference held in the Manufaktura center Jan. 29. It was attended by more than 80 representatives from different companies and sectors from Poland and abroad. They all agreed that the city had potential and that is was worth investing in.

The exchange of knowledge and experiences between these varied communities was very productive. The conference inspired participants to create a permanent forum for debate that will influence the most important processes of the city's development, ensuring better coordination of dynamic changes in business, administration and education.

The £DA wants to help investors make their first steps in the city. The £DA is a catalyst for business contacts, information and cooperation.

That would be impossible without the cooperation of the £ód¼ City Office, which is open to £DA activities and provides the necessary support. "We work with them well, and always look forward to strengthening our synergies in promoting the city and developing the tourism industry," said Kloszewski.

Joint Efforts
The £ód¼ Destination Alliance is facing many challenges, but with the help and support of its members, it can work to the benefit of the city and its residents. Nothing can happen without the joint effort of companies, institutions and organizations that share a strong faith in £ód¼. Every city deserves to be inhabited by people with passion, individuals who have dreams and are ready to work diligently to improve the life of the community.
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