PMF16 Program

PLACE MARKETING FORUM 2016

9th & 10th of MarchCONGRESS CENTER | AIX-EN-PROVENCE

THE GREAT MEETING OF PLACE MARKETING

PROGRAM

ATTRACTIVITÉ ET NOUVEAU MARKETING TERRITORIALCH

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CONTENTS

Place Marketing Forum 2016 4

Guests of honor 5

Program l Wednesday 9th of March, 2016 6 l Thursday 10th of March, 2016 11

PMF16 Laureates 14

PMF16 Speakers 16

PMF16 Moderators 25

Master Class Program 26

Place Marketing Awards 27

The 8 laureates of PMF16 28

The 24 pre-selected of PMF16 29

Remember of the PMF 2014 Laureates 30

Founders and partners 31

Chair goals and ambition 32

IMPGT (Aix-Marseille University) 33

Chair program 34

Exchanges views and events - Publications 36

Chair specificities 37

Chair partnership policy 38

PMF16 Contacts & Organising secretariat 39

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Welcome to this third edition of Place Marketing Forum, organized by the Regional Attractiveness and Place Marketing Chair of the Institute of Public Management (IMPGT – Aix-Marseille University). This international event is now co-organized with the HopScotch group and aimed to present, analyze and reward worldwide place marketing best practices.

30 french and international experts will lead PMF16 where are expected during two days more than 400 professionals from regional - local authorities, development, touristic and economic promotion agencies, associations and firms, all concerned by attractiveness stakes for territories. The Place Marketing Forum will be ended with a MasterClass, organized the third day

(March, 11st), with Barcelona and ANRU (National Agency of Urban Renovation), in IMPGT premises.

This event is unique thanks to its conviviality, the debates quality (one hour dedicated to each rewarded case), its international scope (8 cases from 7 different countries: USA, South Korea, Netherland, Austria, Italia, Spain, and France) and thanks to the international speakers.

Christophe ALAUX Chair A&NMT Director

PLACE MARKETING FORUM 16 in brief

« 2 days to discover and exchange on the new trendsand best place marketing practices worldwide »

- Themes: International forum focused on the best and new worldwide practices in the field of Place Marketing / Holistic vision of attractiveness (each sector and profession).- Dates: March 2016, 9th and 10th, at Aix-en-Provence Center of Congress (France). Master Class March, 11st (notable cases in-depth studies).- Languages: French hosting, English or French oral presentations, simultaneous translation French / English – English / French.- Organizer: Regional Attractiveness and Place Marketing Chair of I.M.P.G.T. (Public Management and Territorial Governance Institute) - Aix-Marseille University.- Experts and speakers: 30 French and worldwide speakers: professionals and researchers.- Participants: 400 expected professionals.- Published documents: The preview of « Place Marketing Trend 2016 » will be given to each participant, a complete report on the on-going evolutions of Place Marketing. Access to each document presented during the PMF16.- Conferences: new practices and key factors of success of Place Marketing.- Notable Cases: Presentation and analysis of the success conditions of 8 outstanding international place marketing cases, by those who set up and managed them.- Round Tables and Debates: 9 round tables and debates between worldwide professionals, researchers and experts about key topics that illustrate new strategies, models, issues and best practices of place marketing.

Place Marketing Forum 2016

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PMF16 Witness

Juan Carlos BELLOSO is a renowned international expert with more than 20 years of relevant experience in the image, development and promotion of places and destinations, based in Barcelona. He has provided strategic consulting services to many cities, regions and countries around the world in the area of place strategy, branding and promotion, from design to implementation. Juan Carlos is founding member and member of the board of ‘Barcelona Global’, a private, independent and not-for-profit civil society platform made up of business leaders, professionals and entrepreneurs committed to Barcelona and its future; founding member and general manager of the International Place Branding Association; expert member of Best Place – European Place Branding and Marketing Institute; member of the Advisory Board of CityNationPlace; member of the ‘Observatorio de Marca e Imagen País’ based in Bogotá among other organizations.

Mihalis KARAVATZIS is Senior Lecturer in Marketing at the School of Management, University of Leicester. He holds a PhD on city marketing from the University of Groningen, Netherlands and has taught marketing and tourism related courses in Budapest, Hungary and Leicester, UK. His research focuses on the theory and application of place marketing and place branding. His interests include tourism destination marketing and the study of destination images. Mihalis also acts as an adviser and delivers workshops for local authorities on Place Marketing and Place Branding. He

has published extensively on those topics in geography, tourism, planning as well as marketing journals. He is co-editor of ‘Towards Effective Place Brand Management’ (with G.J. Ashworth, 2010) and ‘Rethinking Place Branding’ (with G. Warnaby and G.J. Ashworth, 2015).

Lionel FLASSEUR is director of the OnlyLyon program since 2009, a genuine success of share brand and attractiveness strategy. He previously held sales and marketing functions for a large food company before being marketing director of the online travel and leisure retailer, lastminute.com. He then joined the Airports of Lyon, holding the same functions, from 2004 to 2009. OnlyLyon is co-founder of the Chair.

Guests of Honor

PLACEMARKETINGFORUM2016


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Wednesday 9th of March 2016

08.30 09.00 Reception of participants

09.00 09.15 Convention opening Cézanne AmphitheaterMissions and programs of the Regional Attractiveness and Place Marketing Chair.Presentation of the objectives and contents of the PMF16Christophe ALAUX, Director of the Chair and Joël GAYET, Founder of the Chair

Welcoming video by Laureates of 2014

09.15 10.15 Place Marketing Trend 2016Presentation of the latest « Place Marketing Trend » report, set up by the Chair in 2016Joël GAYET

From place marketing new practices and tendencies to theoretical thoughtChristophe ALAUX

10.15 11.05 Place Marketing strategies key factors of successOnlyLyon innovating strategy / How OnlyLyon’s program gets inspiration from PMF and Chair works to feed its marketing?Lionel FLASSEUR, CEO of OnlyLyon Program - Founder of the Chair

Place marketing international cases key factors of successJuan Carlos BELLOSO, PMF16 Guest of Honor, CEO of Future Places, Barcelona City advisor and council of other international territories: Argentina, Russia, Italia, ...

11.05 11.20 Coffee Break


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11.20 12.25 Citizen Marketing / Innovation strategy / Urban renovation / Place Making

RemarkableCase

When innovation becomes the heart of a city revival : Detroit city and it program Detroit HomecomingColleen ROBAR, Robar PR President, in charge of Detroit Homecoming Project (USA) Detroit city has become a place marketing Lab thanks to its various innovating initiatives (from private or public fields). After years of deindustrialization and the departure of a massive part of its population, Detroit City and its program Detroit Homecoming have brought a fresh new start to the territory, by recruiting exception ambassadors. In this way, it enables to revitalize the inhabitants’ sense of belonging to their city. To rebuild the community and turn it to its true strength is Mary KRAMER’S will, founder of this program.

Round Table Theme

A city as social Lab: creativity and attractiveness experiences with involvement of stakeholdersExpert-Moderator: Philippe CHOUKROUN, Director of the Attractiveness Agency of Alsace Director (France)Experts: Camille CHAMARD, Senior Lecturer and IAE Pau-Bayonne Director (France) Eléonore HAUPTMANN, Operational Manager for ANRU (France) Pascal SAC, Director of Marketing & Communication at the Urbanism Development Society of Brussels (Belgium) Sébastian ZENKER, Senior Lecturer in Place Marketing at Copenhagen Business School (Denmark)

Award Ceremony

12.25 13.30 Innovation Marketing / Public Management / Public-Private Relationships

Remarkable Case

Innova.To program or how Torino City has turned 10.000 municipal employees into in-novatorsFabrizio BARBERO & Michele FATIBENE, holders of Innova.To project for Torino City (Italia)“Could 10.000 Torino Municipality employees be considered as 10.000 potential innova-tors?” That’s the question that the city of Torino tried to answer in 2013, to reinforce its territory development. How to create a favorable context for innovation in an organization? How a smart community could turn into a smart city? By motivating its employees to innovate, Torino had to rebuild its services, facilities and management. Through a contest, fully financed by firms, more than 71 projects had been presented and 10 projects were rewarded. This simple example could be applied to every public organization.



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Round Table Theme

Smart City = Smart Municipality? How innovation could be placed at the heart of territorial public services?Expert-Moderator: Emmanuelle RIPERT, Director of Economic Development Director for Bordeaux CityHall (France)Frédéric BEDIN, Director of Hopscotch Group Director (France) Anne MIRIEL, Founder of Inkipit Consultancy Founder (France) Pieter VAN DE GLIND, Founder of Share NL Founder (The Netherlands) Albine VILLEGER, Director of Place Marketing and Communication for Evry Centre Essonne (france)

Award Ceremony

13.30 14.30 Lunch Break

14.30 15.35 New Marketing of Tourism / Personalized Marketing / New vision / Experiential Marketing

RemarkableCase

New touristic marketing of Picardie or how a regional tourist committee succeed in setting up a new place marketing approachJean-Philippe GOLD, Director of Picardie Regional Tourist Committee, founder of the ChairThe “Esprit de Picardie” brand changed the value creation level of touristic economy. The project promotors were aware of the existing gap between a standardized touristic offer and the more and more personalized visitors’ expectations. That is why the Regional Tourist Committee of Picardie transformed its development model from volume to value.Their objectives were to benefit from the touristic economy transformation in order to put at the heart of their strategy the new expectations combined to the numeric performance. This mutation process committed all touristic actors of Picardie and contributed to the meeting of online and offline measures. It creates a unique management model. At the crossheads of experiential marketing and touristic marketing, the brand Esprit de Picardie and the Committee propose a new development model based on the control of the strategic functions (R&D, offer transformation and marketplace).

Round Table Theme

New Touristic MarketingExpert-Moderator: Grégory GUZZO, Director of Val Thorens Tourism Office (France)Experts: Ludovic DUBLANCHET, E-Marketing / E-Tourism Consultant (France) Maïté LEVASSEUR, Deputy Director of Chair Transat (Canada)

Award Ceremony


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15.35 16.40 Sector-Specific Marketing / Place Branding and Brand Strategy

RemarkableCase

MuseumsQuartier of Vienna or how Vienna’s success has been fed by its cultural strategyIrène PREIßLER (Austria)With more than 4 million of visitors by year, 9 cultural permanent institutions, more than 50 cultural projects, its unique locality and 500 employees, MuseumsQuartier Wien is one of the biggest modern art and culture complex of the world (90 000 m²).They created a new urban and cultural district by combining the artistic dimension, innovation and accommodation. MuseumsQuartier Wien reinforced the attractiveness of the city and became quickly a remarkable case of a successful cultural strategy.

Round Table Theme

Raising culture: how to ensure a permanent cultural attractiveness on territories?Expert-Moderator: Isabelle GAINCHE, Manager of Sales and Marketing for the CannesFestivals and Conventions Palace (France)Experts: Philippe BARRE, Founder of the Darwin Ecosystem of Bordeaux (France) Jacques BELIN, Director of the International Centre of Deauville Director (France) Hugues de CIBON, Deputy CEO for Bouches-du-Rhône Departmental Committee (France)

Award Ceremony


16.55 18.00 Collaborative marketing / Social Innovation / Sharing City / Cities of tomorrow

RemarkableCase

Seoul Sharing CitySeon Ae KWON, Social Innovation Division for Seoul Metropolitan Government (South Korea) & Park SUN, Manager for ShareHub project, Creative Commons Korea (South Korea)Sharing economy, creative economy, social networks and data are today at the heart of metropolis stakes. It represents attractiveness key factors of success for territories.Since 2012, by combining two concepts (sharing economy and digital), this world-city of more than 25 million of inhabitants (only in its urban area) has revitalized its economy and has contributed to the well-being and community harmony of its citizens.Park WON-SOON, Mayor of Seoul, has rebuilt a community and has permitted the territory resiliency thanks to a favorable context for innovation.Key steps of this success will be presented: the social innovation department creation, the sharing economy promotion committee, new municipal services … all these points created a true ecosystem around sharing economy.



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Round Table Theme

I have so I share: how territories cope with the rise of sharing economy?Expert-Moderator: Antonin LEONARD, Founder of OuiShare (France)Experts: Mara BALESTRINI, Partner and Director Ideas for Change (Spain)Jean PINARD, Driver of Auvergne Nouveau Monde Project (France)

Award Ceremony

18.00 End of the 1st day

20h30 Gala Dinner


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Thursday 10th of March 2016

09.00 09.30 Reception of participants

09.30 10.35 Excellence Marketing / Studies and benchmarketing / Public organizations and firms relationships

RemarkableCase

123 Subsidie case or how to set up a very efficient tool to assist companies by gathering different territoriesDavid ZOMER, Project Manager (The Netherlands)123subsidie.nl program was launched by Samenwerkingsverband Noord-Nederland (SNN), a regional alliance of North Netherlands in order to make easier the subsidies access for companies. During the website creation, a users’ panel was set up to find the suitable answers to companies’ needs and expectations. Thanks to crowdsourcing and co-creation, SNN identified themselves on the demand more than the offer: in few months, more than 50.000 visitors were observed. With a simple website, SNN achieved to create a true ecosystem with local actors and stakeholders in order to stimulate the economic development of the region.

Round Table Theme

A welcoming territory for companies? Rethinking the relationship between firms and placesExpert-Moderator: LAURENT SANSOUCY, Director of Southern Europe area at Oco Global (France)Experts: Gilles BERTONI, Founder and Director of Bertoni&Co (France)Erik BRAUN, Senior Researcher and Lecturer for Erasmus University of Rotterdam (The Netherlands) J.-P. HANFF, Deputy Director General in Economic Development, Territories council for Aix-MarseilleProvence Metropolis (France)

Award Ceremony

10.35 11.40 Digital Marketing / Residential Attractiveness / Knowledge economy / Attractiveness of Creative Class

RemarkableCase

The attractiveness strategy of Saint-Joseph University or how a less known university succeeded in attracting new talents thanks to a new marketing approach focused on digitalKeith KNOWLES, Manager of Digital Marketing for Saint-Joseph University (Connecticut – USA)Thanks to an innovating recruitment strategy, named “I will” and focused on digital Marketing, Saint-Joseph University recorded a rise of 42% on first year registrations. However on a territory well-known for its numerous uni-versities, Saint-Joseph set up a storytelling strategy by putting at the heart of their ecosystem their future students’ expectations and, in this way, managed to raise awareness among them.They adjusted their digital contents (text/video balance, social networks highlighting, and ambassadors’ testimo-nies) and transformed their institutional message, which permits a 20% rise on their mobile audience in 4 months. Indeed, the real success of this case is the genuine rupture with traditional university practices.



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Round Table Theme

Where do talents go? How to link attractiveness of higher education programs andterritories attractiveness?Expert-Moderator: Laurence BOTTERO, Editor-in-chief for La Tribune (PACA Region France) Experts: Jérôme FAUQUEMBERGUE, Operational Manager for Euratechnologies Lille (France)Jean-Yves HEYER, Director of Invest in Reims, the market research and innovation agency (France) Gérard LOMBARDI, Web-Marketing consultant, Auvergne Territories Agency (France)

Award Ceremony


11.55 13.00 New global strategy of attractiveness / Public-Private strategy / Foreign direct investments / Brand positioning

RemarkableCase

Barcelona Global: the progression of a successful attractiveness strategy of place marketingJuan Carlos BELLOSO, CEO Future Places, Advisor of Barcelona City (Spain)In few years, Barcelona has become an emblematic case of place marketing, thanks to its well-defined strategy, sustained by ambitious projects, public-private partnership approach and a strategy focused on innovation (Mobile World Capital and Smart City). With more than 240 professionals, Barcelona Global aims to turn Barcelona into one of the most attractive cities of the world to retain talents and retain talents but also to promote innovating businesses implantation.In this way, the city has increased innovating projects, directly leaded by CEOs. We can mention the establishment of a network for talents (the Hola Barcelona!) and the creation of “International Talent Monitor 1”, a barometer dedicated to Barcelona talents, to measure and register their expectations and perceptions, with the help of 25 experts and 50 international organizations.

Round Table Theme

The metropolis with many faces: how to change the vision, the place and the image of a metropolis on a long-term period?Expert-Moderator: Lionel FLASSEUR, Director of OnlyLyon program (France)Experts: Boris MAYNADIER, Doctor in Marketing and expert in Territories governance (France) Jacques LESIEUR, Director of Team Côte d’Azur (France)

Award Ceremony

13.00 14.00 Lunch Break


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14.00 14.45 Rethinking Place BrandingExpert-Moderator: Mihalis KARAVATZIS, Senior Lecturer in Marketing for Leicester University(England), author of “Rethinking Place Branding’ published in 2014

14.45 14.55 Social Networks during PMF16Franck CONFINO, Digital Expert (France) and IMPGT Marketing and Communication Master’s degree students

14.55 15.35 Final Round Table :new models and practices of place marketingExpert-Moderator: Christophe ALAUXLaure DUMASLionel FLASSEURJoël GAYETGrégory GUZZOMihalis KARAVATZISLaurent SANSOUCY

15.35 16.15 Co-working and co-production with the audience : new models of place marketingAnimators: Christophe ALAUX et Joël GAYET

16.30 End of PMF16

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Fabrizio BARBIERO (Italy)Degree in law and master in general management, Fabrizio BARBIERO is, since 2005, Public manager at the EU Funds and Economic Development, Smart Cities Department of Municipality of Turin.His main activities are: Designer and Manager of social innovation policy «Torino

social Innovation», program to develop social innovation local ecosystem; Designer of Torino Center of Open Innovation; Co-designer of «INNOVA.TO»: a smart competition for public employees to trigger new innovative ideas; Designer and Manager of services for SMEs, he designed the project «FaciliTO» (winner of European enterprise promotion award 2012). He was also Manager of different European projects (URBACT; CIP; INTERREG, H2020...) on social innovations, clean tech, and public procurement of innovation themes.

Juan Carlos BELLOSO Juan Carlos BELLOSO is a renowned international expert with more than 20 years of relevant experience in the image, development and promotion of places and destinations, based in Barcelona. He has provided strategic consulting services to many cities, regions and countries around the world in the area of place strategy, branding and promotion, from design to implementation. Juan Carlos is founding member and member of the board of ‘Barcelona Global’, a private, independent and not-for-profit civil society platform made up of business

leaders, professionals and entrepreneurs committed to Barcelona and its future; founding member and general manager of the International Place Branding Association; expert member of Best Place – European Place Branding and Marketing Institute; member of the Advisory Board of CityNationPlace; member of the ‘Observatorio de Marca e Imagen País’ based in Bogotá among other organizations..

Michele FATIBENE (Italy) BA in Political Science, he worked at the Europe Direct Centre of the Province of Torino, for the realization of youth policies and urban regeneration for the Municipality of Torino. From 2011, He is involved in Torino Smart City project, at the Department of Policies for Innovation and Development, Environment – City of Torino. He is also co-creator of Innova.TO, a call for promoting social innovation inside the Local Public Administration.

Jean-Philippe GOLD (France)Jean Philippe GOLD is Director of the Regional Tourist Board of Picardie, host of a new editorial approach and governance around the brand «Esprit de Picardie» and author of a thesis on new strategies for tourism development, governance and value creation in tourism. He got an experience economy certification in USA, a MBA degree in strategy and Sciences and Technics of Tourism Master’s degree. The Regional Tourist Board of Picardie is cofounder of the Regional Attractiveness and Place Marketing Chair.

PMF 16 Laureates

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Keith KNOWLES (United States)Keith KNOWLES graduated from the University of Connecticut with a B.S. in Management Information Systems. His 20-year digital career has included time spent at a Fortune 500 company, as the interactive director for a mid-sized American marketing agency, in higher education and also as an entrepreneur. Keith spent the middle part of his career overseeing the design and development of numerous award-winning websites. He has worked with clients from a wide range of industries including United Technologies, Aetna, ING, Reader’s Digest,

The United Way, University of Hartford, and the University of Saint Joseph. His areas of expertise include digital marketing, inbound marketing, social media, and content marketing.

Seon Ae KWON (South Korea)Seon Ae KWON is working at ‘Sharing City Team’, in the Social Innovation Division, Seoul Innovation Bureau of Seoul Metropolitain Government (SMG). Its goal is to create networks, promote ‘Sharing City Seoul’ worldwide and manage projects for ‘ Global Fair of Sharing Seoul’. With 13 years of experience as a senior officer at SMG, she worked at diverse divisions such as Human Resources, Budget, international Relations and so on. Also, she did researches and projects between

UK and SMG related to social innovations for the well-being society at the Young Foundation and Social Life in London.

Irene PREIßLER (Austria)Irene PREIßLER has been Manager of press / PR and positioning for the MuseumsQuarter since 2008. Her goal is to highlight the attractiveness of this cultural complex in the media, as well as overseeing all communication strategies for advertising the extensive program and numerous events that take place at the MuseumsQuartier Wien. With a master’s degree in German literature, she began her career in public relations at various international concerns.

Colleen ROBAR (United States)Colleen ROBAR is currently President of Robar PR, a company based in Michigan and specializes in public relations. Very attached to his hometown, Detroit, she specializes in projects that combine both global thinking and love for Detroit. The project which summarizes the more it is « Detroit Homecoming »: Colleen produced it in 2014 and 2015 for Crain’s Detroit Business which brought together more than hundreds of Detroit «expats» to reconnect and reinvest with their hometown. She recently completed a full-time assignment for General Motors

International Operations in Singapore, helping with special projects such as communications audits, news bureaus and corporate communications.

PMF 16 Laureates

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Park SUN (South Korea)Park SUN studied Communication and also actively participated in various projects to solve social problems. She is currently managing the ShareHub project in Creative Commons Korea. She has a particular interest in problem-solving possibility of sharing and how to use the unused city resources usefully.

David ZOMER (The Netherlands)David ZOMER holds a diploma in Marketing and a bachelor’s degree in Business Administration. He is currently project manager of the “1 2 3 Subsidie” program, led by three north provinces in Netherlands. Interested by innovation, he worked before at University of Groningen.

PMF 16 Laureates

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MARA BALESTRINI Mara BALESTRINI is a partner and Director of Research at Ideas for Change, a think tank and consultancy firm advising cities, businesses and institutions on innovation, open and collaborative strategies, citizen participation, and exponential growth. She holds a BA in Audiovisual Communications, a postgraduate diploma in Media Arts and a Msc in Cognitive Systems and Interactive Media (Universitat Pompeu Fabra, Barcelona, Spain). Most recently, she has led efforts in collaboration with KWMC and Bristol City Council to develop “The Bristol approach”, a commons-based framework for participatory sensing.

Philippe BARRE (France)Entrepreneur and nonconformist, Philippe BARRE, 43 years old, is the Founder of Darwin Ecosystem (Bordeaux, France). This emblematic, hybrid and multidi-mensional space is located on the shores of the Garonne, at the heart of former barracks. Urban ecosystem, Darwin combines variates audiences and activities in an ecological transition vision, focused on economic development and innova-tion facilitation. Philippe also created at 23 years a digital agency “anti-start-up”:

Inoxia.

Frédéric BEDIN (France)Frédéric BEDIN holds a degree in cultural institutions management and had a long career in the field of public relations and communication. He is currently President of the Hopscotch Group Board, an agency that offers consulting in digital marketing, social web, public relations and events. He is also, co-founder of an international corporate films festival: Films & Companies.

Jacques BELIN (France)Jacques BELIN is General Manager for the International Centre of Deauville. Formerly, he was Director of Caen Memorial for 17 years, member of the Direction Committee for the Biotherm Group and Region manager for Accor Group. He also occupied the function of Deputy President of French Tourist Offices from 2011 to 2013.

PMF 16 Speakers

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Gilles BERTONI (France)Graduate of Science Politics, Gilles BERTONI started his career in marketing with a postgraduate diploma at the Sorbonne University. He developed his expertise in brand management as board adviser in major advertising agencies and then at the marketing department of the Lacoste company. He later joined the French tennis federation, where he took in charge for fifteen years the sales, development

and marketing of Roland Garros. Complementing his career in television, he later joined the Executive Committee of the TF1 Group as general brand manager. At the end of 2009, Gilles founded Bertoni & Co, a marketing consulting agency specialized in public relations and event operational strategies.

Laurence BOTTERO (France)Laurence BOTTERO is editor-in chief for the newspaper La Tribune (for Provence-Alpes Côte d’Azur) since December 2015. She was previously reporter for the same newspaper for 7 years. Graduated from the Nice Sophia Antipolis University, she holds a bachelor degree in Communication. Laurence is a specialist of economic issues.

Erik BRAUN (The Netherlands)Erik BRAUN is a Senior Researcher and Lecturer in urban economics, real estate and place marketing. He teaches in educational programs of the Erasmus School of Economics of Rotterdam (ESE) and has a longstanding commitment to the Master’s specialization Urban, Port and Transport Economics of the ESE. Furthermore, he is lecturer in three international Master’s programs on Urban Management and is both academic director and lecturer in the MSc Master City

Developer (MCD). He is one of the initiators of the National City Marketing Monitor that received a lot of attention from Dutch city marketing professionals. He is affiliated with the European Institute for Comparative Urban Research (EURICUR) of Erasmus University Rotterdam. He has participated in and initiated several international comparative research projects including more than 50 cities in Europe and the United States.

Camille CHAMARDDoctor in Management Sciences of Paris – 1 Pantheon Sorbonne University, Camille CHAMARD is a Senior Lecturer in Management Sciences and Director of IAE of Pau and Pays de l’Adour University since 2002, and Director of this institu-tion since 2011. Specialist in issues related to the attractiveness of the territories and place marketing, he created in 2009 the Observatory of Territories Brands wit-hin the Centre for Research and Studies in Management. Author of various articles

on the subject, he regularly accompanies organizations in their place marketing approach.

PMF 16 Speakers

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Philippe CHOUKROUN (France)Philippe CHOUKROUN is Director of the Attractiveness Alsace Agency. Derived from the merger of the Regional Board of Tourism, Alsace International and the committee “ImaginAlsace”, the agency aimed to strengthen the attractiveness of Alsace territory. Philippe previously worked as Director of the Regional Board

of Tourism of Strasbourg. He also worked for prestigious firms such as Disneyland and Hilton.

Hugues DE CIBON (France)Currently Deputy Director-General for Economic Development for the Bouches-du-Rhône department (France), Hugues DE CIBON has spent twenty years in the field of places attractiveness and development. Before, he was marketing Manager of Euroméditerrannée, an urban renewal plan in Marseille city, and of the Marseille-Provence 2013 European Capital of Culture project. His areas of expertise include economy, tourism, culture and urbanism.

Ludovic DUBLANCHETLudovic DUBLANCHET is an e-tourism consultant. His agency, #Dublanchet, organizes the national conference on institutional e-tourism (‘Rencontres Nationales du Etourisme Institutionnel’) and “Tourisme Numérique” (a major B2B conference on Digital tourism, also called Forum of Deauville). Speaker, trainer, he helps tourist facilities in their development. With partners Pierre Eloy (Touristic

agency), and François Perroy (Emotio Tourism), he founded the digital agency ADN “Agitateurs de Destinations Numériques” whose purpose is to support Destination Management Organizations (DMOs) in developing their digital strategy. He is also co-founder and contributor of the blog etourisme.info.

Laure DUMAS (France) Laure DUMAS is Manager of infrastructures and attractiveness hub of Bordeaux Chamber of commerce and industry. She was before research manager for AVEC Agency. Graduated from Bordeaux III University, she holds a postgraduate diploma in Urban Planning and management of touristic resorts. Laure also graduated top of the class from A&NMT Chair Master’s degree.

Jean-Gil FABRI (France) Jean-Gil FABRI is currently Project Manager for urban renovation of Forbach City (France). It concerns 2 priority districts of the City policy. From 2008 to 2013, he was Manager of the urban renovation projects for Dreux and Vernouillet cities, which is representing mort=e than 200 million euros of public works and 1000 built housings. He studied in Business School and graduated from Colombia University in New-York. He spent half of his life on the American continent and

worked in arrangement and real estate promotion fields.

PMF 16 Speakers

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Jérôme FAUQUEMBERG (France) Graduated in 2000 with a Master in Marketing, Sales & e-commerce in Lille, he began his professional life in computing sector at Cegma TOPO. In 2003, he joined Digiport, a center of Expertise in IT in Lille, as E-project officer. He assisted traditional industry companies developing their digital communication strategy. From 2009, he was in in charge of the business development of EuraTechnologies (groups 5 main clusters: IT software, E business and e-commerce solutions and pure players,

Telcos and Content industry). Since 2012, he is the Chief Operating Officer at EuraTechnologies Lille. It aims is to become the European IT HUB with international connections.

Isabelle GAINCHE (France) Native of Aix-en-Provence, where she made her Tourism higher Education, Isabelle has a substantial experience in commerce and marketing fields. As part of her leading functions, she was in charge of the international commercial development for Concorde and Barriere Groups. She was also the head of events organization for Andersen Consulting, in Sophia Antipolis, before becoming, in 2002, the Sales and Marketing Manager of the “Palais de la Méditerrannée” Hotel.

In 2005, she joined the Floirat Group, where she leaded the marketing, sales, and communications strategy and created the brand “Groupe Floirat”. Nowadays, she is the Manager of Sales and Marketing for the Cannes Festivals and Conventions Palace.

Gregory GUZZO (France) Gregory GUZZO is expert in e-marketing tourism and Director of the tourism office of Val Thorens (highest ski resort in Europe), which is co-founder of the Chair. As director of Val Thorens Tourism Office, he initiated an integrated marketing approach around a shared global brand: Live United. Gregory was previously director of the Tourist Office of the city of Brides-les-Bains.

Jean-Philippe HANFF (France) Deputy Director General in Economic Development and territories council of Aix-Marseille Provence Metropolis, Jean-Philippe HANFF gratuated from Institut d’études politiques- Paris and University of Economic Sciences- Nancy. He also holds a DEA (post graduate degrees) in local development. He was previously Deputy Director of Grand Lyon in economic development and international,

employment and insertion. During his career, he also was Development economic and Attractiveness Director of Strasbourg Urban Community and Director of Midi-Pyrenees Region’s development agency.

PMF 16 Speakers

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Eléonore HAUPTMANN (France) Eléonore HAUPTMANN graduated from the Strasbourg University in Ecology and had her first interest for urban and environmental projects in Europe. She then studied in the Parisian urbanism Institute and in Quebec University. With more than 20 years of experience, she is now specialized in urban renovation. Shebecame Project Manager for Cité Services (Suez group) and leaded programming and participatory approaches for City Great projects. Eléonore also directs the

intercommunal project of urban renovation of Nancy. Since 2009, she is Manager of the Support Service and Operational Capitalization for the Urban Renovation National Agency (ANRU).

Jean-Yves HEYER (France) Native of Aix-en-Provence and after a Master in Econometrics, Jean-Yves HEYER has acquired 22 a year experience in place marketing, initiated by the international promotion of the Territory of Belfort department, before leading the Economic Development Department of Orleans Agglomeration and then creating the prospecting and innovation agency Invest in Reims.

Antonin LÉONARDAntonin LÉONARD is a social innovator, collaborative economy specialist and strategist. He is co-founder and host of OuiShare, a European think-tank and do-thank specialized in collaborative economy. OuiShare was outlined by a global worldwide network, formed by local hubs (Paris, London, Berlin Munich, Barce-lona, Madrid, Roma, Brussels…), with an online collaborative and multilingual media (ouishare.net). At a local level, events are organized (as the OuiShare Fest,

an international stature convention devoted to collaborative economy). Ouishare is working to organize the actors of this new sharing economy. Antonin also was on the bill of Global Partage, an hour and half documentary dealing broadcasted in May 2014 on Canal+.

Jacques LESIEUR (France)Graduated from SKEMA Business School and INSEAD, then senior executive for various companies, Jacques LESIEUR was until recently a member of the PwC Management Committee for Entrepreneur Services in France, a member of the Central Cluster Middle-Market Leadership Group (EMEA), and Worldwide Lead Partner for the PwC Family Business Survey. Linked since a long time with the

Alpes-Maritimes region, which he knows well, he has supported in the past the development of Sophia Antipolis by participating at CERAM. In January 2013, Jacques Lesieur chose to consecrate his skills and international network to boost the promotion of the Côte d’Azur on foreign markets, and facilitate the set-up of French and foreign investors in the region. He was appointed as CEO for Team Cote d’Azur.

PMF 16 Speakers

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Maïthé LEVASSEUR (Quebec)Maïthé LEVASSEUR holds a bachelor in Tourism Management. She work in Quebecois tourism sector since 2000. She is currently Deputy Director in a tourism benchmarking network at Chair Transat since 2012 and she is analyst for the Tourism Benchmarking Network since 2007. She is managing the website (more than 35 000 visits by month) and 25 reports by year (to 14.000 subscribers).

She is also supervising benchmarks on specific themes.

Gérard LOMBARDI (France)Gerard LOMBARDI is a digital marketing consultant working for place branding in Auvergne. For the last 10 years, he has been a key player in building a new web-based strategy to improve the Auvergne attractiveness. “Les Urbanophiles” were the first web series for a territory in France. He started his career in financial products marketing for the Carrefour Group and later joined the Ogilvy

Advertising Group. Gerard has worked through Paris, Moscow and Milan.

Marc MARYNOWER (France) Marc MARYNOWER is Partner of MMAP, a consulting-firm specialized in communication and place Marketing. Since 35 years, Marc assists public and private actors in their marketing and communication strategies. He is specialized in residential, economic, touristic attractiveness. Its firm advises different regions, departments and touristic destinations. MMAP also leads in partnership with Henry Chabert Consultancy and Bernard Roth (Périclès) an expert evaluation

mission beside ANRY. Marc Marynower is also Senior Lecturer and a place marketing trainer (IMPGT, Aix-Marseille University, Territorial/Le moniteur …)

Boris MAYNADIER (France)Boris MAYNADIER is a Doctor in Marketing, a Research Associate at ICD and a Place Marketing Consultant. He defended a thesis on city-branding. He takes action with elected representatives and regional authorities in creation and co-production of strategies. He hosts the blog www.brandingthecity.com. All his academic work on this website.

Anne MIRIEL (France)After 20 years dedicated to public communication and place marketing, Anne MIRIEL based INKIPIT, an attractiveness and promotion consultancy-firm for territories. She assists local actors with its project management culture, its deep knowledge of institutions and their functioning, and its ability to collect and analyze the interplay of actors. She also highlights her experience with Brittany’s attractiveness strategy, from the creation to the spreading of the “Bretagne”

brand.

PMF 16 Speakers

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Jean PINARD (France)Pilot of the Auvergne Nouveau monde program, Jean PINARD is President of Futourism Cabinet, which assists territories in their attractiveness strategy and brand performance.

Emanuelle RIPERT (France)Graduated from HEC Paris and ESCP Europe, Emmanuelle RIPERT has spent twenty years in the media sector (French TV channels and newspaper group). Since 2011, she is Director of the Economic Development at Bordeaux City Hall. Interested in disruptive innovation and start-up creation fields, hers areas of expertise include digital marketing, e business, media and entertainment.

Pascal SAC (Belgium)Pascal SAC was a journalist for 20 years in the Belgian- French written press and has written three books dedicated to Brussels policy. He was then spokesman for 2 ministers. From 2011 to 2015 he worked on the ERDF Place Marketing project in Brussels Territorial Development Agency. Since January 2016, he is Manager of Place Marketing and Communication of the Urban Development Society of Brussels. He is also a consultant since 2006. In 2014, he graduated from the A&NMT Chair Master.

Laurent SANSOUCY (France)Laurent SANSOUCY is, since January 2006, Director of Southern Europe Area at OCO Global, an international consulting firm specialized in attractiveness and competitiveness of the territories. He advised during the last 10 years on strategic issues, organization, marketing, promotion and investment targeting, several governments and economic development agencies around the world. Previously, he was Director from 1992 to 2001 for Italy DATAR - Invest in France, the French

Government Agency for Foreign Investment Promotion, and from 2001 to 2005, Deputy Director of Ouest Atlantique, Western France opportunities Agency (Bretagne, Pays de la Loire, Poitou-Charentes).

Pieter VAN DE GLIND (The Netherlands)Pieter VAN DE GLIND is Co-Founder of Share NL, the Dutch knowledge and networking platform for the sharing and collaborative economy. Together with co-founder Harmen van Sprang and his team, he works with startups, corporations, cities, governments and knowledge institutions in The Netherlands and abroad. They are the developers of the Collaborative (and sharing) Economy

Ecosystem, the authors of SHARE and the initiators of Amsterdam Sharing City. All with the objective to further develop the collaborative economy.

PMF 16 Speakers

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Albine VILLEGER (France)After training in public and European law and former elected member of rural mountain, she served as much the private and public sectors; with a return to study for a specialization in economic attractiveness and competitive identity of territories. Journalist, she was also communications, agriculture and economic development officer for a Departmental Council President office. As place

marketing and communication Manager in economic development for CA Evry Centre Essonne, she was in charge for the last 4 years of its attractiveness strategy. She has created a local public service brand “l’eau pour l’agglo”, set up new digital attractiveness tools of and developed the national and international real estate fairs and the economic magazine.

Sebastian ZENKER (The Netherlands)Sebastian ZENKER, Ph.D., is an assistant professor for place marketing and tourism at the Department of Marketing, Copenhagen Business School. He is also working as a consultant for different companies, cities and municipalities, worldwide. Sebastian finished his Ph.D. at the Institute of Marketing and Media at the University of Hamburg (Germany) on “Cities as Brands: Quantifying Effects in Place Marketing”. Sebastian’s work was presented at various international

conferences, in books and book chapters, and peer-reviewed journals. Furthermore, he is part of the editorial board for the journal Cities. In his current research, he concentrates on: Place brand management, Place brand measurements, Success measurement in place marketing and the involvement of residents in the branding of places (so-called community branding).

PMF 16 Speakers

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PMF 16 moderators

Joël GAYET Founder of the Chair, Joël GAYET is a recognised expert in place marketing and Founder of the Chair. As a graduate of Montpellier Business School, Joël Gayet began his career in communication at Publiscope and the Publicis Conseil group in Paris, where he worked on behalf of international groups, before moving to the marketing and sales department at Pradel, part of the Cordier group. He has

successively been a Partner and Director of France Conseil (a consultancy group working in the field of marketing and communication, specialising in institutions, tourism and development), the founder of Culture Marque (a brand strategy consultancy), and Vice-President of the High Co group. In 2002, he founded CoManaging, a consultancy specialising in regional marketing, which he ran until 2011. As such, he created new methodologies and analysis tools, which are widely used in regional marketing. In his various functions, he has worked for 25 years as an advisor to many public bodies and French and European local authorities. He runs seminars for councillors and professionals on new regional attractiveness strategies and has worked at many conferences and business schools (Sciences Po Aix, ESC Toulouse, EM Strasbourg, Grenoble Ecole de Management, HEC, Ecole des Ponts, etc.).Joël Gayet is the author of “La Totale Communication” (Top editions) and “Place Marketing Trend 2014” (Corps et Ame editions). A new version of the Place Marketing Trend will be published in 2016. He is also co-author with Christophe Alaux and Camille Chamard of “Place Marketing: how to develop territories attractiveness and hospitality” (De Boeck editions, 2014), and co-author with Christophe Alaux of the CNER community work “From attractiveness to competitiveness: theories and practices“, under the supervision of Vincent Gollain and Lise Bourdeau Lepage (2015). Joël has also written many articles on development, marketing and communication issues.

Christophe ALAUXChristophe ALAUX is the Chair A&NMT Director, and head of its scientific committee. Lecturer, Agrégé Economic and Social Sciences, Deputy Director of IMPGT, Director of programs, Christophe is also Special Advisor to the Vice-Presidency of Aix-Marseille University for the evaluation of programs by students. He has the academic responsibility for the Master 2 “Marketing and public communication” and the Master 2 “Quality Management”. He participated in numerous action researchs, in partnership with local authorities or non-profit

organizations: place marketing, cultural marketing, user / customer management. He is active partner of Cap’Com’s network as a member of the Steering Committee. Lecturer in public marketing (territorial, public services and social marketing: behavior of general interest), he is co-author of the “Place Marketing”. He also published scientific articles in journals classified (RFAP GMP), at international conferences and for book chapters on these research topics.

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March, Friday 11st 2016Master Class

On Friday 11st, March 2016, a Master Class is organized to bring to a close the Place Marketing Forum 2016, In IMPGT premises.

23, rue Gaston de Saporta13100 Aix-en-Provence

HEGEL classroom - Second Floor

This day is open freely for PMF16 participants.

Master Class: Urban attractiveness to metropolitan and living quarters scales

09h30 12h00Barcelona Global: case: analyze of key factors of success of Barcelona attractiveness strategy new orientation

13h30 16h00 Place Marketing and urban renovation projects Work seminar hosted by the National Agency of Urban Renovation (ANRU), illustrated by Lyon La Duchere (France) and Meaux City (France) case studies.

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The Place Marketing Awards are given each year during the Place Marketing Forum for the most remarkable cases of place marketing worldwide.

Remarkable experiences presented, and rewarded, will illustrate new trends in Attractiveness and Place Marketing, in various sectors (tourism and economic attractiveness, residential economy, major sporting events, cultural, business, etc. major development projects.), and thanks to different new practices (Offer ‘structure and qualification, governance, branding, global strategy, e-marketing strategy, communication, promotion, actors rallying, citizen marketing …).

These cases are pre-selected by the Regional Attractiveness and Place Marketing Chair of IMPGT (Aix-Marseille University) on the bases of different criteria:

Innovation: idea or innovation which represents a major progress in one or many fields like for example : territorial actors rallying, structure and qualification of the offer, financials policies, communication strategy, new customer relations, new tools, governance, value creation for firms …

Remarkable results: undeniable qualitative and quantitative results measured thanks to notoriety, brand, sales, the creation of customer loyalty, product development, customer bases, professionals rallying, official international repercussions, testimonials…

Emblematic realization: emblematic practice or realization of new tendencies of place marketing

The pre-selection is made by a jury, composed with experts and the Chair board. Best practices were discovered thanks to the Place Marketing international benchmark tool of the Chair.

Place Marketing Awards

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Innovation Marketing / Public Management / Public-Private RelationshipsTo the City of Torino (Italia) and its program Innova.To

Collaborative marketing / Social Innovation / Sharing City / Cities of tomorrowTo Seoul (South Korea) and its performance Seoul Sharing City

Digital Marketing / Residential Attractiveness / Knowledge economy / Attractiveness of Creative Class

To Saint-Joseph University for its digital strategy “I Will”

Citizen Marketing / Innovation strategy / Urban renovation / Place MakingTo the City of Detroit (USA) and Detroit Homecoming Program

New global strategy of attractiveness / Public-Private strategy / Foreign direct invest-ments / Brand positioning

To Barcelona for its global strategy for attractiveness

New Marketing of Tourism / Personalized Marketing / New vision / Experiential Marketing

To Picardie Tourist Regional Committee (France) and its brand “Esprit de Picardie”

Excellence Marketing / Studies and benchmarketing / Public organizations and firms relationships

To Samenwerkingsverband Noord-Nederland (Netherland) and its program 123subsidie.nl

Sector-Specific Marketing / Place Branding and Brand StrategyTo Vienna (Austria) and its fulfilment MuseumsQuarter

1

2

3

4

5

6

7

8

The 8 Laureates of Place Marketing Forum 16

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Chaque candidat présélectionné par la Chaire a été invité à remplir un dossier d’évaluation qui vient compléter et enrichir les informations que possède la Chaire. La sélection définitive a été faite à partir de ces dossiers d’information.

• Detroit / USA / Innovation and new place marketing / Made in Detroit • Seoul / South Corea / Sharing City : model laboratory • Ireland / The Gathering Tourism / Place Making and Events • Victoria / Australia / Tourism / Remote Control Tourist • Glasgow / UK / Integrated Marketing / People Make Glasgow w • Memphis / USA / Growth Alliance - Memphis Fast Forward • Barcelona / Spain / Global Attractiveness Strategy / Talents Attractiveness • Switzerland / Branding, Communication and Tourism • Vienna / Austria / Branding, Segmentation Strategy / Museumsquartier • Colorado / USA / Branding and Identity / Economic Development / Collaborative and Citizen marketing • Michigan / USA / Développement économique/ Marketing intégré et Branding • Sapporo / Japan / Branding et positioning • Dublin / UK / Business Improvement District and « Dublin Town » / Economic Development • New York - Southwest Airlines / USA / Tourism / Branding and Partnership • San Francisco / USA / Customized, Collaborative, and Citizen Marketing • Cleveland Museum / USA / Gallery One / New Cultural Marketing • Michigan / USA / Redevelopment Ready / Economic Development / Structuring and Certification of the offer • Hamilton / Canada / Firms Partnership / Economic Development • Turin City Hall / Management and innovation • North Netherlands / 123subsidie / Economic Development and Datas • Code for Europe / Europe / Innovation and Management • Dubaï / Tourism / Digital Marketing and Content Marketing • Saint-Joseph University / Connecticut / USA / Talents Attractiveness and Digital Marketing • Indianapolis / USA / Events and Ecosystem • Picardie / France / Customized Marketing and Experiences / Value creation new model

The 24 pre-selected in 2016

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9 Place Marketing Awards ont été remis en 2013.

• Helsinki world design capital: The successful organization of a large event, focused on design

• Futuroscope / Vienne / A unique case of renewal success for a public-private entertainment park, which has become both the driving force a science and technology cluster, and a whole region

• Val Thorens (France) / A visionary case of innovative destination marketing, development and management of a ski resort, focused on a major place-based concept

• Connect Ireland / Succeed in Ireland A remarkable and innovative marketing practice of customer’s conquest

• Amsterdam Marketing / A model of «integrated» territorial marketing built on an innovative organization, a brand and a renewed operational approach

• Saint-Etienne (France) / A remarkable model of attractiveness strategy implemented around a collective, «cultural» and citizen vision of attractiveness

• Etsy-Rockford (USA) / A visionary example of development and Place Marketing focused on citizens, collaboration, and firms

• Our Miami Project / The Miami Foundation (USA) / A different vision and approach of attractiveness, focused on «place making», collaborative and citizen participation

• Start-up Chile / The remarkable success of an innovative program aimed at attracting top global talent, for the benefit of an emerging economy and youth entrepreneurship

Reminder of PMF14 Laureates

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Founders and partners

The Chair was founded by local authorities (regions, cities and counties), all invested in innovating process of Place Marketing,

which are members of its Orientation Committee

The Chair also builds partnerships with many organizations, associations and firms.

Regional Attractiveness and Place Marketing Chair

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Three observations are behind the launch of the Chair:1. Nowadays, regional attractiveness has become a major concern for the local authorities’ future. Taking account of its impact on employment, economy and culture, as well as its inhabitants’ quality of life in general; especially since the authorities’ budgets are being cut and the outcomes of the regional marketing measures which have been implemented have been deemed inadequate by councilors and professional sectors.

2. Throughout the world, a new form of regional marketing is starting to spread. This is a result of the hyper-competition between the regions and recent upheavals in the regional political environment, as well as economic, sociological, climatic, demographic and technological upheavals. These new approaches and practices in attractiveness and regional marketing are changing the role of the citizen and drastically changing the management, governance and current practices of the most successful authorities, which are implementing them.

3. French local authorities have a small knowledge with the world’s best- performing territories practices. There is currently no permanent monitoring of best regional marketing practices across all the various professions and sectors involved in regional attractiveness.

Thus, the chair has been created to cross these three challenges and enable the local authorities to develop more effective regional marketing strategies.

ObjectivesOn a general level, Chair’s objective is to make the territory’s membership a source of value creation for local authorities and firms.

To monitor the trends and best place marketing practices in the world,

To improve training, research and information-sharing on the most innovative and successful place marketing,

To encourage the development of place marketing new models and operational tools for local authorities and firms concerned by these stakes.

Ambition«Becoming a European leader in information, research and teaching of territorial marketing»: Strong ambition supported by a major program, a commitment of the founding local authorities and partner companies over several years and therefore a consolidated budget.

Goals and amibition of the Chair

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Relations between IMPGT and the Chair enable a large potential of networks’ construction with french and international partners universities, Research professors’ networks, the 1000 current students of IMPGT and the former graduated students’ network.

IMPGT is:

The only university department fully specialized in Public Management / Management Sciences in France,

Created in 1996, 20 Research Professors, 1000 students, 25 PhD Students, 100 professionals,

Vast network of institutional and academic partners in the world,

Public Management training of specialists who work in public organizations, the nonprofit sector, private firms connected to the public field, but also research’s centers or consulting firms,

4 to 5 of its Master’s Degrees being classified (SMBG) in the best French masters` since 3 years,

Areas of research: strategy, decisions and control of public and private organizations, ethics and public service values, management and place marketing, management and marketing of public services, digital spaces, territorial governance and management tools applied to public logics,

Publications: fifteen articles in classified magazines, more than 15 books and book chapters and some forty papers in international conferences.

IMPGT

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A scientifc committee was created by the Chair, composed with seven members. It’s headed by Christophe Alaux. Well balanced between french and international researchers, this committee is dedicated to place marketing research with practical application grounds. Its purpose is to discuss Chair’ positioning under a scientific view.

Committee’s members:

l Christophe ALAUX, Chair Manager and Senior Lecturer for Aix-Marseille University

l Mihalis KARAVATZIS, Senior Researcher and Lecturer in Place Marketing for Leicester University

l Erik BRAUN, Senior Researcher and Lecturer in Urban Economy and Gestion for Erasmus University of Rotterdam

l Camille CHAMARD, Senior Researcher and Lecturer specialized in Attractiveness and Identity of the territory for IAE Pau-Bayonne

l Charles-Edouard HOULLIER GUIBERT, Senior Researcher and Lecturer in Territorial strategy for Rouen University

l Boris MAYNADIER, Senior Researcher and Lecturer in Marketing for ICD and Place Marketing advisor

l Sébastian ZENKER, Vice professor in place marketing and tourism for the Marketing Department of Copenhagen Business School

Monitoring work (followed by the best attractiveness and place marketing practices worldwide) is broadened thanks to scientific research and Chair research programs.

Attractive metropolis project: the main goal will be to evaluate the performance of place marketing practices in European metropolis, to explore leads and to consider the construction of scientific measure permanent barometer for European metropolis attractiveness.

Specifics attractiveness projects: another side of this program will focus on the place marketing operated within territories with distinctive features (weak density of population, rurality, mountain territories, urban renovation …). This program will put emphasis on creative and innovating practices in order to understand how to use correctly place branding and place marketing on these territories.

A&NMT Chair Program

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The Chair has now an available monitoring tool: international and focused on place marketing within its transversal approach, still positioned on best practices but also included a global view of these practices thanks to the new scientific vision. This tool is better adapted to founders and partners expectations: regular selections, their news, intranet contacts in the think-tank spirit expected by the Chair.

Teaching / Training

A&NMT Chair proposes different training programs, adapted to listeners’ expectations:

l A leading to a qualification program (online classes, seminars three days by month from January to October and essay redaction)

l A training program (with following attestation): all the thematic’ seminars of the Chair at a rate of three days by month (from January to October)

l Short trainings: Chair seminars can be partially followed (3 days of short training on a specific thematic): without diploma but with a following attestation provided by the Chair.

A&NMT Chair Program

A&NMT Chair sources

and monitoringMonitoring platform and social networks

Scienti�c Committee

Place Marketing Trend

Chair monitors RSS feed, media, social networks, conventions,

thematic research …

Place Marketing Scienti�c Research

Chair’s Founders and partners

Universities monitoring partnerships - Database

Place Marketing Forum best practices, speakers, participants

Chair’s experts

IMPGT Students and Professors thesis, reports, internship, classes

Dedicated studies and researches

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In 2016, beyond the PMF16, the Chair aims to reinforce is event policy in order to offer new meeting moments around Place Marketing: show, workshops and still more innovation!

In March 2016: The Place Marketing ForumFor its third edition, the PMF16 is organized at the Congress Center of Aix-en-Provence. This year, a partnership was built with Hopscotch Congrès Group (ex Public System), specialized in events organization and public relations.

In May 2016: Place Marketing meeting, in partnership with Cap’ComThis partnership will permit to organize two days dedicated to place marketing, in a workshop format, around May or June. Thanks to this event Cap’Com / A&NMT Chair, place marketing actors will better cross and connect with public communications actors.

In autumn 2016: The A&NMT Chair Founder’ LabNew highlight this year, we wish to establish a meeting time with our founders and partners to think and create together the new trends and practices of place marketing. We could consider the creation of new tools or the setting up of thematic files straightly linked with our founders and partners expectations.

Publications

In accordance with its objective of providing and disseminating information, the chair publishes the results of its work in various forms:

« Place Marketing Trend », annual report on new trends and practices in regional marketing. A summary of this report will be presented during PMF16 before its official publication few months after.

A&NMT Chair Watch Best practices (6 per year)Publications and scientific communications (10 per year)Place Marketing scientific littératureThematic files and Chair’s notes

Exchanges Views and Events

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Founders’ originsFirst Chair created only by local authorities

Innovation and performanceFocus on the most innovative and efficient practices in the fields of place marketing and attractiveness.

Holistic treatment of attractivenessWorks on attractiveness issues, whether to develop the capacity of the territories to shine and promote their offer or whether to draw up on people (tourists, business, researchers, students, retirees, new residents, participants in major cultural events, sporting or business .. etc..) or capital (investors, developers, entrepreneurs…)

« Network » senseA&NMT Chair works in a sense of «think-tank» with its founders, partners, experts and professionals of attractiveness and place marketing

Place Marketing operational approachAt the request of its founders and its business partners, the chair is oriented to operational strategy, both in terms of tools, practices and governance.

International dimensionThe chair is French but intents to work on an international level. Thus, it relies on an international database and monitoring tool. The Place Marketing Forum and publications are also internationally oriented.

Chair’ Specificities

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Chair Partnership Policy

The Chair develops strategic partnerships with firms and territories concerned by attractiveness and place marketing stakes. This includes countries and local authorities, economic development agencies, tourist offices, urban planning agencies, public corporations or private services providers, carriers of goods, people or capitals, media, major developers in sports, culture and business (fairs, conferences and exhibitions).

Companies interested in the Chair can be linked to a territory by a name, by their product or activity (airport planners, services ...), but also their reputation, their image, and their economic and social importance or even by the joint actions that are already in place or are likely to be developed with a territory.

Partnerships are open to all territories, organizations or companies subject to approval by the management team of the Chair.

Two types of partnerships exist: the official founders from local authorities (financing commitment for three years, presence at the orientation committee) and official partners (firms, CCI, associations with a financing commitment between one and three years).

Founders and partners benefit from following services

Operational services and information:

l International monitoringl Regular summary of place marketing best practicesl Preview of the Place Marketing Trend, publications and studies of the A&NMT Chairl Free tickets for the “Place Marketing Forum” which showcases the key trends and practices in place marketing every year, and give access to new information, taking inspiration from the world’s greatest success storiesl Free tickets for Place Marketing Meeting (in partnership with Cap’Com)l Possibility of sharing and exchanging information with other high-performing partners and with the Chair Boardl Creation of connections with Place Marketing researchers, speakers and students

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Chair Partnership Policy

Training improvement for elected members, skilled workers and local actors:

l Elected members, collaborators, firms and institutional actors awareness on Place Marketing progressionl Territorial executives training on new trends and practices of place marketing

Enhancing the image of your local authority or business

l Use of the status and logo of “Chair Founder” or “Chair Partner”. l The partner will be promoted at the “Place Marketing Forum” and within the Chair’s communication (documents, publications and medium).

PMF16 Contacts

March 2016 9th and 10th / Place Marketing Forum March 2016 11th / Master ClassCentre de Congrès d’Aix-en-Provence 23, rue Gaston de Saporta14, boulevard Carnot - 13100 Aix-en-Provence 13100 Aix-en-ProvenceGPS: 43.525246 – 5.454969 Room HEGEL - Second Floor

Christophe Alaux / A&NMT Chair Director / PMF16 HostA&NMT Chair / [email protected] / + 33 6 60 54 06 00

Joël GAYET / A&NMT Chair Founder / PMF16 HostA&NMT Chair / [email protected] / + 33 6 09 51 15 70

Agathe MALKANI / A&NMT Chair Project Manager / PMF16 OrganizationA&NMT Chair / [email protected] / + 33 6 30 666 141

Organizing Secretariat

Virginie MORLET / PMF16 OrganizationHOPSCOTCH / [email protected] / 06 09 74 20 07

Manon Ledigarcher / PMF16 OrganizationHOPSCOTCH / [email protected] / 01 70 94 65 26

Aïman MOUHAL / Organisation PMF16Hopscotch Congrès / [email protected] / 01 41 34 18 59

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PMF16 Program

Presentations & Public Speaking

Transcript of PMF16 Program