Place Marketing Forum 2018 is an international conference, organized each year by the New Place Marketing and Attractiveness Chair. See you next March 26th and 27th in Strasbourg! placemarketingforum.com

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PRESS KIT
PLACE MARKETING FORUM
THE GREAT EVENT OF PLACE MARKETING
MARCH 26TH AND 27TH
CONVENTION CENTRE AND EXHIBITION PARK OF STRASBOURG
placemarketingforum.com
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Organized by : In partnership with :

2. 2
SUMMARY
E R
PLACE MARKETING FORUM
3
THE LAUREATES OF THE PLACE MARKETING FORUM 18
4
CONFERENCE FORMAT
5
ZOOM ON THEMES
6
THE NOVELTY OF 2018
10
THE PLACE
10
USEFUL INFORMATION
11
THE ORGANIZATION
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3. 3
PLACE MARKETING FORUM
THE GREAT EVENT OF PLACE MARKETING
Created in 2013 and organized by the Place Marketing
and Attractiveness Chair (A&NMT) of the Public
Management Institute (Aix-Marseille University) this
annual international meeting brings together decision-
makers, elected officials and managers concerned by
the attractiveness stakes of territories.
Each year, the PMF aim is to present, exchange and
reward outstanding cases that illustrate the best
practices of place marketing worldwide. The approach
of attractiveness is holistic, involving all sectors and
professions. The Place Marketing Forum is unique in
its conviviality, its quality of debates, its international
dimension and its participants!
REGISTRATION
Online registration is possible since December 2017 and special rates are available until
February 26th, 2018! Payment is made by credit card or order form.
1 entrance includes: access to the 2 days of the conference, welcome breakfasts, lunches and
participation at the gala cocktail.
Between 350 and 400 participants from local authorities, economic and tourism development
and promotion agencies, associations, universities and companies interested in the
attractiveness of territories are expected in Convention Centre and the Exhibition Park of
Strasbourg, on march 26th and 27th.
7 themes of place marketing will be explored through remarkable international (5) and national
(2) cases. A speaker will discuss the main issues at stake. The person who designed and piloted
the project will present the major actions (laureate). The conditions of success will be analysed
during a round table discussion with experts and a host. And the laureate will have the honour
of receiving a Place Marketing Award.
Finally, a conference on the new models and stakes of place marketing will close the #PMF18
with, 6 international experts who will debate on stage.
The novelty of 2018 :
An exhibition space for agencies and start-ups & extended networking times.
«2 days to discover
and exchange on new
trends and best practices
in place marketing
worldwide.»MARCH, 26TH AND 27TH IN STRASBOURG
Place Marketing Forum : 4 editions
Number of participants : on average 350
professionals per edition
Place Marketing Awards : 35 international laureates
of which 23 from Europe - 9 from America - 2 from
South America and 1 from Asia
Number of speakers : 150 speakers (host, speaker,
expert)
Overall satisfaction rate : between 97% and 99%
on all editions
SOME NUMBERS : PMF SINCE 2013
INFORMATION
&
RATES
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4. 4
The «Place Marketing Awards» reward the most emblematic
achievements of place marketing worldwide. The remarkable
experiences selected are rewarded in different sectors:
economic and tourist attractiveness, residential economy,
major sporting, cultural and business events, major
development projects, and various techniques and professions
of place marketing : structuring and qualification of the offer,
governance, branding, global strategy, e-marketing strategy,
communication, promotion, animation of actors, citizen
marketing, etc....
The laureates are selected by a jury made up of the Chair’s
board and experts, based on the best practices of the Place
Marketing Monitoring Tool in the world of the A&NMT Chair,
based on three criteria of excellence.
THE LAUREATES OF THE PLACE MARKETING FORUM 18
7 REMARKABLE CASES WILL BE REWARDED: 5 INTERNATIONALS AND 2 FRENCH
PLACE MARKETING AWARDS & SELECTION CRITERIA
INNOVATION
Innovation or idea bringing a major improvement in one or
moreareas,forexample:mobilizationoftheactors,marketing
and promotion, communication strategy, financing, new
customer service, simplification of use, time saving, new
function or functionality and/or new way of using existing
techniques, supports or tools, governance, creation of value
creation for companies, etc.
REMARKABLE RESULTS
Unquestionable qualitative and quantitative results:
notoriety, image, sales, loyalty, product development,
customer or market development, mobilization of
professionals and/or citizens, customer testimonials, official
international recognition, media impact, etc.
EMBLEMATIC PROJECTS
Practice or realization that is emblematic of current trends
and new practices in place marketing.

5. 5
FOR THE 7 THEMES FOCUSED ON INNOVATIVE AND EFFICIENT
PRACTICES IN PLACE MARKETING
Live Tweet
with hashtag
#PMF18
BUT ALSO
BY THEME
Interactions with the public
online questions
Simultaneous translation
french - english
english - french
On the global theme
ROUND TABLE
& DISCUSSION
Host, speaker,
laureate & expert
2 possible formats:
- presentation of the
main issues and trends of
the theme
- «thinking out the box»
INTRODUCTION
Speaker
15 min
35 min
Presentation and
analysis of
the remarkable case
PRESENTATION OF THE
REMARKABLE CASE
20 min
Laureate
RECEIVING THE PLACE
MARKETING AWARD
for the remarkable case
laureate, by a founder or a
partner of the A&NMT Chair.
CONFERENCE FORMAT

6. 6
GLOBAL STRATEGY OF ECONOMIC ATTRACTIVENESS
Coming from a public-private partnership, Montréal International
coordinates the international attractiveness strategy for the Greater
Montreal Metropolitan Area, which includes 82 municipalities, 4
territorial levels and more than 4 million people. The Agency has put
in place an extremely effective attractiveness strategy by involving
key players of the territory (public and private decision-makers,
universities, development agencies, consular offices, etc.) and by
targeting 3 wealth creation levers (foreign investment in priority
sectors, international organizations and international talents). In 2016,
the metropolitan area attracted €925 million of foreign investments,
39 companies and contributed to the creation of 3 000 jobs.
PMF 18 AWARD: MONTRÉAL INTERNATIONAL (CANADA)
LAU
REATE
Christian BERNARD
Chief Economist and Marketing
Communication Vice President,
Montréal International
SPE
AKER
EXP
ERT
Sarah SERVAL
Associate professor and Associate
Director, A&NMT Chair
FROM AN EVENT TO THE CREATION OF AN ECONOMIC ECOSYSTEM
In partnership with the French Garorock Festival, the Val de Garonne
Tourist Office organizes a B2B event - the GaroCamp Days, which
allows the actors of the event to meet start-ups in order to develop
new products or services. Alternating reflection and experimentation,
the event encourages the development of innovative solutions and the
creation of a global ecosystem.
PMF 18 AWARD: GAROCAMP DAYS (VAL DE GARONNE, FRANCE)
LAU
REATE
Marion OUDENOT - PITON
In charge of the Development,
Val de Garonne Tourist Office
MONDAY 26 MARCH 2018 - 9.45 / 11.00
MONDAY 26 MARCH 2018 - 11.15 / 12.30
SPE
AKER
EXP
ERT
HO
ST
ZOOM ON THEMES
HO
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Nicolas SIELANCZYK
Competitiveness and
Attractiveness of the Territories
Manager, EY France
Damien ROY
Marketing and Tourism Chief
executive officer, Strasbourg
Eurométropole
Jean-Michel ALBERT
President,
Marseille Web Festival
Raphaël YHARRASSARRY
Lead UX Designer senior,
Iergo
Albine VILLEGER
Brand Manager,
Tout Commence en Finistère
EXP
ERT
Philippe CHOUKROUN
Director, Alsace Attractiveness
Agency

7. 7
EVENTS AS A LEVER FOR MOBILIZING LOCAL ACTORS
500 Festival is a not-for-profit organization responsible for designing
events and animations around a flagship event, the Indy 500. The
mythical car race brings together a whole community of volunteers,
whose organizers take advantage of the opportunity to promote the
city of Indianapolis and the state of Indiana. 500 Festival has multiplied
and diversified the events (parade, running...), mostly free of charge, in
order to reach a wider and more family audience.
PMF18 AWARD: 500 FESTIVAL - (INDIANAPOLIS -USA)
LAU
REATE
Bob BRYANT
President and Director,
500 Festival
HO
ST
COLLABORATIVE PLATFORMS FOR STORYTELLING
In order to change the perception of the territory that affected its
attractiveness, the City of Edmonton decided to put citizens at the
heart of its place marketing strategy. A broad consultation allowed the
values and the «great storytelling» of the territory to emerge through
a shared use of storytelling. Rather than a logo, the brand has adopted
a collaborative tool, based on open innovation, which enables to both
encourage local initiatives and promote them. The Make Something
Edmonton digital platform has inspired residents and actors of the
metropolis to propose more than 2,000 projects in four years and
expressing their pride. It also conducts to transform the place image.
PMF18 AWARD: MAKE SOMETHING EDMONTON (CANADA)
LAU
REATE
Todd BABIAK
Co-founder, Story Engine -
Edmonton
MONDAY 26 MARCH 2018 - 14.30 / 15.45
MONDAY 26 MARCH 2018 - 16.00 / 17.15
SPE
AKEREXP
ERT
The Place Marketing Forum is also a time of conviviality and
exchange between participants, laureates and founders &
partners of the A&NMT Chair.
COCKTAIL RECEPTION TIME OF CONVIVIALITY AND PRIVILEGED EXCHANGE
Sylvie PARCINEAU
In charge of the Territorial
Development Prospective Pole,
Economic Development Agency
/ Var CCI
At the end of the first day of the conference, the participants of
the PMF will be invited to a reception at an emblematic venue
in the city of Strasbourg:
La Grande Salle de l’Aubette.
SPE
AKER
EXP
ERT
Philippe AUGIER
Mayor, City of Deauville
HO
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Fabrice DALONGEVILLE
Director, Opale&Co
Attractiveness Agency
Georgina WARREN
Senior Project Manager - Mayor
Events, London & Partners
Samuel ROUMEAU
Manager of OuiShare
Territories, OuiShare
Nathalie PAQUET
Founder,
Urban Expé

8. 8
NEW WAYS TO FINANCE A TERRITORIAL BRAND AND TO ATTRACT TALENTS
For several years now, Eindhoven365 has been pursuing a consistent
place marketing strategy with the restructuring of the city from an
industrial economy to a high value-added services economy. Local
actors (policies, companies, universities), involved in strategy, in the
funding and branding campaigns, have appropriated the shared
territorialbrand,whosethreepillarsareTechnology,themselvesDesign
and Knowledge. Eindhoven365 has diversified its sources of financing
(event, tourist tax...) in order to develop its missions to attract and to
retain talents in its territory.
PMF18 AWARD: EINDHOVEN365 (THE NETHERLANDS)
LAU
REATE
Peter KENTIE
Director, Eindhoven Marketing
THEME 6 : ATTRACTIVENESS, NATURAL ENVIRONMENT AND EXPERIMENTATION
PMF18 AWARD: URDAIBAI BIRD CENTER LIVING LAB (SPAIN)
TUESDAY 27 MARCH - 9.00 / 10.15
TUESDAY 27 MARCH 2018 - 10.15 / 11.30
HO
ST
HO
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SPE
AKER
EXP
ERT
Camille CHAMARD
Associate Professor
and Director, IAE Pau-Bayonne
Etienne BRESSOUD
Director, BVA Nudge Unit
Michael DODDS
Director, Normandie
Attractiveness Agency
Paul PAIS
Attractiveness and
International Cooperation
Director, Lille European
Metropolis
Natureisaleverofattractivenesssometimesunderutilizedintheterritories.
LocatedinanaturereserveintheSpanishBasqueCountry,theUrdaibaiBird
Center (UBC) is a Living Lab that gathers researchers, companies and public
institutions. This Center is a member of the European Network of Living
Labs. It develops projects to monitor nature through new technologies
(ICT, sensors, data analysis, etc.) based on the principles of open innovation.
In this way, UBC both contributes to improving knowledge of the reserve’s
ecosystem and developing technologies to monitor it. The actors develop
efficient technical solutions that an be addressed to other sectors
(logistics, security, etc.) in order to support the development of small and
medium-sized enterprises and to diversify the territory’s activities, which
until then were mainly agricultural. These projects have enabled different
worlds to collaborate (tourism, economic development, research) through
international research partnerships. Finally, UBC promotes a scientific and
sustainable tourism from environmental, social and economic points of
view.
SPE
AKER
Isabelle BARTH
University Professor and
Management Researcher,
Strasbourg University
LAU
REATE
Itziar VIDORRETA
International Project Manager, GAIA Cluster /
Urdaibai Bird Center
EXP
ERT
Laurent DUPONT
Co-founder and
scientific manager,
Lorraine Fab Living Lab

9. 9
HOW TO STRENGTHEN THE ATTRACTIVENESS OF LOW-DENSITY AREAS ?
The Espace Culturel de Chaillol (ECC) was born in 1997, under the
impulse of fifteen professional musicians, graduates of the Superior
National Conservatories of Music and Dance, who organized concerts
in the small village of Saint-Michel de Chaillol. The association
has been growing over the years, gradually acquiring the human
resources and skills necessary to carry out all its missions. Today, it
is a tool for cultural development and cooperation at the service
of communities whose influence extends far beyond the borders
of the Hautes-Alpes department. Its original and eco-responsible
model, based on the mountain values of sobriety and solidarity,
encouraged a strong territorial anchoring while reinforcing the pride
of the inhabitants, who became the first ambassadors of the approach.
PMF 18 AWARD: CHAILLOL FESTIVAL (HAUTES ALPES, FRANCE)
LAU
REATE
Michaël DIAN
Founder and Artistic Director,
Festival de Chaillol
HO
ST
CLOSING CONFERENCE :
NEW MODELS AND STAKES ABOUT PLACE MARKETING
TUESDAY 27 MARCH 2018 - 11.45 / 13.00
TUESDAY 27 MARCH 2018 - 14.30 / 15.30
Christophe ALAUX
Director,
A&NMT Chair
Christian BERNARD
Chief Economist and
Marketing Communication
Vice President,
Montréal International
Jean-Philippe GOLD
Regional Tourist Committee
Director, Hauts-de-France
Joël GAYET
Attractiveness mission,
Isle-sur-la-Sorgue and Founder,
A&NMT Chair
Marc THEBAULT
In charge of attractiveness
mission, Caen la Mer Agglomération
Jean PINARD
President, Futourism
Follow the evolution of the program on the website
www.placemarketingforum.com - «PROGRAM» section.
Ludovic DUBLANCHET
Consultant, conference
facilitator e-tourism,
#Dublanchet
HO
ST
SPE
AKER
EXP
ERT
Jean-Paul CARTERET
Vice-president, Rural Mayors
Association on France and Mayor
of Lavoncourt
Joël GAYET
Attractiveness mission, Isle-sur-
la-Sorgue, Founder, A&NMT
Chair
Vincent DZEDZEJ
Director,
SILFala

10. 10
THE NOVELTY OF 2018
By offering stands, this new edition of the Place Marking Forum
will also be a meeting place for service: providers of place
marketing, attractiveness, hospitality & managers - decision-
makers of territories.
French-speaking agencies and start-ups are expected to
showcase their innovative and efficient actions and solutions
serving of the territories during the 2 days of #PMF18.
Specific times will be dedicated to the stands discovery.
AN EXHIBITION SPACE FOR SERVICE PROVIDERS OF PLACE MARKETING,
ATTRACTIVENESS AND HOSPITALITY
More information, on the event’s website, under «EXPOSANTS PMF18»
THE PLACE
CONVENTION CENTRE AND EXHIBITION PARK OF STRASBOURG
After three editions organized in Aix-en-Provence, the A&NMT
Chair has decided to bring the event closer to its founders,
proposing a new place each year.
In 2017, the Place Marketing Forum was held in Lyon. In 2018, it
is the Eurométropole de Strasbourg, founder of the Chair, but
also the Alsatian and European capital, which will host this new
edition, at the Convention Centre and the Exhibition Park of
Strasbourg.
The auditorium Cassin and its 500 seats will receive the
participants and the lunch break and the exhibition part will be
in the Etoile C Area.
Finally, it is in the Grand Salle de l’Aubette in Strasbourg’s
Place Kleber that all participants will be invited for a convivial
reception.

11. 11
USEFUL INFORMATION
By road
Motorway A4, exit Wacken /Institutions
Européennes
2 minutes from the Convention Centre.
250 free parking spaces on site (P3) and a
570-place relay car park nearby.
By plane
Strasbourg-Entzheim International Airport
20 min by car
30 min per tram-train every 15 min
HOW TO COME TO PLACE MARKETING FORUM 18
By tram
Ligne B, Direction Hoenheim
Ligne E, Direction Robertsau Boecklin
Stop : Lycée Kleber ou Wacken
CONVENTION CENTRE AND EXHIBITION PARK OF STRASBOURG.
ACCOMMODATION & VISIT STRASBOURG
By train
Strasbourg train station 12 minutes
away
Direct tram, bus, taxi, bicycle shop &
car-sharing connections
Place de Bordeaux, 67000 STRASBOURG
GPS coordinates : Lat : 48.596 7125 Long. 7.759 564
Accommodation proposals, close to Convention Centre and Exhibition Park of Strasbourg, as well as ideas for
cultural visits are available on our website.
Special section to discover on the website «USEFUL INFORMATION»
LA GRANDE SALLE DE L’AUBETTE
by Tram :
line B
Wacken stop
direction : Lingolsheim
to Homme de Fer stop
by taxi :
Taxi Aziz
+33 (0)6 67 78 36 79
Taxi 13
+33 (0)3 88 36 13 13
by Bus :
line 6
Homme de Fer stop

12. 12
BY NEW PLACE MARKETING AND ATTRACTIVENESS CHAIR
The New Place Marketing and Attractiveness Chair is the
first «Chair in place marketing» dedicated to attractiveness and new
practices of place marketing worldwide, from the most efficient to
the most innovative practices. Founded in 2014, it is now hosted
by the Institute of Public Management and Territorial Governance
(IMPGT), Aix-Marseille University.
It is the unique Chair in France supported by French speaking local
authorities. Its founding members come together in an ecosystem
that is growing and impacting each year.
«Becoming the European leader in information, research and teaching
of place marketing» is the Chair’s strong ambition based on a large-
scale programme, and the commitment of the founding local
authorities and partner companies over several years.
In addition to organizing the Place Marketing Forum, the A&NMT
Chair carries out other activities: research & monitoring, expertise,
training and events.
RESEARCH & MONITORING
EXPERTISE
TRAINING
Best practices of attractiveness and place
marketing with a focus on the most effective
or innovative strategies in the world.
EVENTS
Scientists in place marketing: university
publications, specific research programs on
themes proposed by the founders and partners.
Graduating classes (Master degree), non
graduating and «à la carte» are offered to
professionals each year, from January to
December.
THE ORGANIZATION
THE FOUNDERS AND PARTNERS OF THE A&NMT CHAIR
It also has 10 network partners :
The founders and partners of the A&NMT Chair
are 32 local authorities and 2 companies.
Organisation of several meetings on place
marketing and participation in conferences and
scientific colloquia.

13. 13
THE A&NMT CHAIR TEAM & CONTACTS
Christophe ALAUX
Director - A&NMT Chair
& host of #PMF18
Sarah SERVAL
Associate Director - A&NMT Chair
Agathe MALKANI
Project manager - A&NMT Chair
Staff #PMF18
Camille DESSENDIER
Project manager - A&NMT Chair
Staff #PMF18
christophe.alaux@univ-amu.fr
@christophealaux
sarah.serval@univ-amu.fr
agathe.malkani@univ-amu.fr
+33 6 30 66 61 40
@AgatheMalkani
camille.dessendier@univ-amu.fr
+33 6 71 23 49 85
@C_Dessendier
MORE INFORMATION ON THE A&NMT CHAIR
ADRESS
Chaire A&NMT - IMPGT
21, rue Gaston de Saporta
13625 AIX-EN-PROVENCE Cedex 01
PHONE
04 42 60 43 18
TWITTER
@ChaireANMT
LINKEDIN
Chaire Attractivité et Nouveau
Marketing Territorial
WEB SITE
anmt.univ-amu.fr
Christine CUENCA
Research Monitoring and
Development Officer
- A&NMT Chair
christine.cuenca@univ-amu.fr
+33 4 42 17 44 18
@christincuenca

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PRESS CONTACT
Camille DESSENDIER
Project manager - A&NMT Chair
camille.dessendier@univ-amu.fr
+33 (0)4 42 60 43 18 +33 (0)6 71 23 49 85
26 & 27 MARS 2018
CENTRE DES CONGRÈS - STRASBOURG
Organized by : In partnership with :