200807的Monocle上又出現一則台灣觀光局的旅遊廣告。這期Monocle的主題是全球最適合居住的城市，第一名為哥本哈根，二、三名分別為慕尼黑和東京。如果，台灣有城市入選為前25名，這則廣告就不用登了！編輯自然會寫....一大堆。(不過這是為全台灣的旅遊做廣告，沒特定那個城市，我這樣說似乎不太公平！)
仔細看Monocle的評選條件，覺得台灣各大城市最不行的，大概是城市景觀、大眾捷運系統、環保...
先貼出兩個我覺得很有用的撇步，台灣所有說「準備好了」的縣市首長們，是否也該學學Monocle的建議，搭上公車逛逛自己管轄的城市，然後仔細想想，列出自己城市的10大機會在哪兒？
City Branding TicksheetFor metropolises on the make, here's your to-do list
1. Stop running ads. They're too expensive and unless they're pitch-perfect, they make you look second-rate. (這個有點諷刺，台灣不就正在Monocle上做廣告嗎？)
2. Call Frank Gehry - and hang up on him. Great architecture is splendid, but the "we hired a famous architect" gambit isn't the infallible branding play it once was.(找國際知名大師，恩，有伊東豐雄和Next Gene20計畫，但應該要更多更多...)
3. Put your anomalies to work. Just because you're unhappy with an aspect of your city's history or landscape doesn't mean tourists feel the same way. (所以228或其他歷史傷痛，都應好好回首、思考，建立人史館、博物館、影像館....)
4. Create a sense of place on the ground. Rio's black and white pavements or Norman Foster's metro entrances in Bilbao (above) are constant reminders you couldn't be anywhere else. (新竹市政府前面，曾經有一段路，很人工、很歐洲、很適合馬車和人，卻很不適合汽車，結果那時候的蔡仁堅市長，為這幾里路飽受批評...)
5. Become the centre of something. Build on something true to you that locals can get behind, even if it's bizarre. Rakvere, Estonia will hold the 2008 world sumo championships. But then Kaido Höövelson, one of the world's top wrestlers, is a local. (恩，各縣市好像都有開始做，不過宜蘭童玩節卻不繼續了...)
6. Synchronise tourism and investment promotion. This stops tourism officials from getting folksy and reminds the investment bureau there's more to foreign business than hard numbers. (觀光和商業投資...恩，最近吵得很兇...)
7. Get a movie filmed in your 'hood. It doesn't even have to be that flattering: Strawberry and Chocolate showed Habaneros raising pigs in their homes and still made Havana look sexy and interesting. And interesting, after all, is what you want to be. (李安，再回來拍一部電影吧，推手、喜宴、飲食男女有點久了...)
The Monocle Urban Recovery Recipe
1. Gather one mayor, a couple of planners, a handful of influential developers, two to three financiers and a clutch of journalists.(集合首長、官員、城市規劃、名嘴、有影響力的開發、財團、媒體)
2. Put them on a bus, make them get out and walk and have them ride bikes to sample their city from every possible level and angle.(請大家一起搭上公車、騎上自行車，在城市逛逛走走，請從任何角度來看看、感覺自己的城市)
3. Record their findings and frustrations.(請記錄下所有的發現，包括最令人困擾的、沮喪的...)
4. Have them list the top 10 opportunities.(請大家列出10大有利機會)
5. Book them on a world tour and have them sample a cocktail of cities that excel in a variety of areas.(到國外考察，我猜大家都做很多次了，但是首長真的能好好列出最令他們印象深刻的...，這條之後，都是功課和執行計畫，也不是華而不實的政見支票...沒空寫了，先這樣吧...)
6. Get them to document their findings and create an exhibition that demonstrates what's missing in their city and what can be achieved.
7. Develop a checklist of quick fixes while working on a longer term
recovery strategy.
8. Build a working group that invites the brightest minds from around the world to constantly improve the recipe.
9. Ensure you keep residents updated and active in the process.
10. If all else fails, you can simply use the mix of ingredients below - be sure to mix vigorously. (如果所有的努力都失敗了，那麼就把以下材料用力混合吧！)
| 7.5% | Kyoto for the scale of its sidestreets and cosiness |
| 12.5% | Copenhagen for its transport, green space and handsome locals |
| 2.5% | Beirut for chaos meets intimacy and Boubouffe schwarma deliveries |
| 5% | London for its parks, diversity and remaining urban villages |
| 4% | Berlin for its lake and low cost of living |
| 7.5% | Paris for staying power and global access |
| 2.5% | Rome for climate, food and apartment potential |
| 1.5% | São Paulo for its urban country clubs - such as the Paulista |
| 5% | Munich for its position at the heart of Europe and coffee at Bar Centrale |
| 5.5% | Zürich for its excellent airport, public transport and bathing clubs |
| 3.5% | Melbourne for its food and eclectic neighbourhoods |
| 12.5% | Tokyo for its 24-hour-a-day metabolism, safety and endless possibilities |
| 2.5% | Barcelona for its enduring attractiveness and modernist apartments |
| 3.5% | Sydney for the climate, home-grown café culture and that harbour |
| 4% | Fukuoka for its street style, entrepreneurial spirit and toasted "katsandos" at the With the Style hotel |
| 3.5% | Helsinki for its outstanding public services and fast flight times to Asia |
| 4.5% | Stockholm for its funkis apartment buildings and well styled residents |
| 2.5% | Buenos Aires for its grandeur and well priced quality of life |
| 3.5% | Montréal for retaining its identity on a continent that gravitates toward mediocre solutions |
| 1.5% | Hamburg for its current rethink of its harbour |
| 2.5% | Minneapolis for seizing a cultural agenda |
| 2.5% | Genoa for its sense of potential |
建議大家應該多想這些、多討論這些，去買一本吧！
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