The image of the creative city: some reflections on urban branding in Turin

City-marketing and place-branding strategies today often stress ideas and stereotypes of culture and creativity to promote attractive urban images. The aim of this paper is to empirically analyze how the creative city is celebrated and displayed in the case of Turin (Torino), Italy. This case study represents a typical example of an industrial town, trying to promote new urban representations at an international level, and celebrating ideas of a cultural, post-industrial economy through campaigns of urban branding. The paper presents some reflections on the branding policies of the Italian city and, through the review of a sample of promotional materials and policy documents, it tries to determine to what degree Turin’s branding represents ideas of creativity.