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PRESS KIT #PMF18
The Place Marketing Forum is an annual international event focusing on the attractiveness of territories, organized by the Place Marketing and Attractiveness Chair of Aix-Marseille University. The event, taking place on March 26th and 27th in Strasbourg, will feature around 350 professionals discussing innovative practices in place marketing and awarding excellence in the field. This year's edition includes an exhibition space for service providers and a networking focus, enhancing opportunities for local and international collaboration.
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PRESS KIT #PMF18
- 1. COLLA BORer ÉC HANGE R A NI M E ÉCO UT E R PRESS KIT PLACE MARKETING FORUM THE GREAT EVENT OF PLACE MARKETING MARCH 26TH AND 27TH CONVENTION CENTRE AND EXHIBITION PARK OF STRASBOURG placemarketingforum.com th Organized by : In partnership with :
- 2. 2 SUMMARY E R PLACE MARKETINGFORUM 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 12
- 3. 3 PLACE MARKETING FORUM THEGREAT 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 th
- 4. 4 The «Place MarketingAwards» 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 7THEMES 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 OFECONOMIC 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 ST 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 ALEVER 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 ST 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 TOFINANCE 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 ST 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 STRENGTHENTHE 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 OF2018 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 MotorwayA4, 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 PLACEMARKETING 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 CHAIRTEAM & 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
- 14. ORer ÉC HANGE R PRESS CONTACT Camille DESSENDIER Projectmanager - 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 :