The promoting society, responsible for a major urban regeneration operation, met with the opposition of certain groups, which had managed to create an adverse climate in public opinion.
With ©Motivation Management it was discovered that the unconscious belief of this group that blocked the project was the fear of opening up to the new. An open-minded positioning was developed using the skyline that the architect had made as an image.
A door that opened the city to the world for the world to enter the city.
The development of a new image, supported by attractive and strong marketing actions, and the creation of argued and contrasted messages in a permanent communication campaign, changed the citizen perception. The new project was made an emblem of progress and coexistence.