A estratégia de comunicação digital da Câmara Municipal de Lisboa que objetivou transformar a cidade numa Startup City

Abstract

The digital communications tools have a very important role in what communication concerns in a general way and in marketing in particular, as they facilitate the whole communication process. The digital communication channels shorten the distance and allow not only for the communication between two agents but also the dialogue from one to many.
Lisbon has been worked as a brand, for the past few years, in order to improve its visibility internationally. The image of the city has been developed through many different digital communication channels, in a very particular way in order to promote it as a Startup City.
In that sense, as a growing number of foreigners look to Portugal not only as a place to visit but also as one to live in, work and start their own businesses. The purpose of this work is to investigate how relevant the digital communication was in the Câmara Municipal de Lisboa’s (CML) strategy, which was to transform the city into a place in which entrepreneurship could thrive, a Startup City.
With that in mind, we interviewed Dr. ª Ana Margarida Figueiredo, director of the Emprego, Empreendorismo e Empresa department of the Direção Municipal de Economia e Inovação of CML. We also have analysed some online, national and international news, to try to understand the way the communication channels picture the growth of entrepreneurship in Portugal and its impact inside and outside of the country. Then we also analysed other institutions mentioned by CML as being crucial in the entrepreneurial development of the city.
The conclusion of this investigation allows us to understand that the tools of digital communication worked as communication facilitators between the institutions and CML, which resulted in the creation of national and international partnerships. The use of the referred tools also contributed to inform and promote, inside and outside of the country, the initiatives and events that were organized in the city

Date of Award	15 Jan 2019
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Margarida Ferreira Rato Jorge (Supervisor)