THURSDAY, APRIL 4TH

09.00

Reception of participants | Breakfast

09.45

Convention opening #PMF19

10.00 - 11.00

Conference | Branding
Revitalising city centres through the consumer experience

11.00 - 12.00

Conference | Tourism
The articulation of destination brands

12.00 - 14.00

Lunch break

14.00 - 15.30

Workshops & Plenary session

15.30 - 16.00

Afternoon break

16.00 - 17.00

Conference | Territories with specificity
Mobilization of the territory's stakeholders at the service of residential attractiveness

Gala cocktail 

FRIDAY, APRIL 5TH

08.30

Reception of participants | Breakfast​

09.30 - 10.30

Conference | Major projects
The influence of digital technology on urban design

10.45 - 12.15

Workshops & Plenary session

12.15 - 13.30

Lunch break

13.30 - 14.30

Conference | Economic development
International influence and soft power of the territories

14.30 - 15.30

Closing conference
New models ans stakes about place marketing ​

15.45

End of #PMF19

detailed program

Conference | Branding

Revitalising city centres through the consumer experience

Thursday, April 4th - 10.00 - 11.00 - Pasteur Auditorium

What approaches can be put in place to better understand consumer expectations? In response to the issues of city centres attractiveness, new challenges and tools are emerging.

SPEAKER

Marc MARYNOWER

Co-founder- MMAP agency

HOST

Pascal SAC

In charge of communication and place marketing - Urban Development Corporation of the Brussels-Capital Region

LAUREATE

Richard GUINEY​

CEO - Dublin Town

EXPERT

Geraldine MICHEL

Professor - IAE de Paris & Director - Brands & Values Chair

Conference | Tourism

The articulation of destination brands

Thursday, April 4th - 11.00 - 12.00 - Pasteur Auditorium

Different tourist brands coexist on a territory (institutional, private, destination), and at different scales (local, regional, national). How is the cooperation of these brands organised around a common logic of attractiveness?

SPEAKER

Laurent QUEIGE

Director - Welcome City Lab

HOST

Véronique DUBOS

Director of Place Marketing - Nice Côte d'Azur Metropolis

LAUREATE

Glenn MANDZIUK

President & CEO - Thompson Okanagan Tourism Region

EXPERT

Lionel FLASSEUR

Director - Auvergne-Rhône-Alpes Tourism

EXPERT

Aurélie LOUBES

Director of Communication and Place Marketing - Region Nouvelle-Aquitaine

AT1 | From tourism to attractiveness: new roles for destination management organizations​

Thursday, April 4th - 14.00 - 15.30

In recent years, destination management organizations (DMOs) have seen their positioning evolve as a result of increasingly transversal attractiveness strategies implemented by the territories. This results in both new missions and profound changes in terms of team and skills management. Structures must develop synergies and rely on new partnerships. These questions, as well as effective tools or methods to meet the challenges faced by DMOs, will be addressed by a panel of experts, with whom the public will be invited to interact.

Jean-Philippe
GOLD

Regional Tourism Committee, Director - The Hauts-de-France region

François
NAVARRO

Tourism and Convention Director - Attractiveness agency Hello Lille

Laurie
SOUVIGNET

Executive Director - Tourist Office Aix-les-Bains Riviera of the Alps

AT2 | Datas & territorial intelligence

Thursday, April 4th - 14.00 - 15.30

What are the challenges of data on a territory? What is their utility and use in a territorial attractiveness approach (identification of actors’ needs, personalisation, etc.)? The major issues of data will therefore be addressed as well as the potential risks of misuse or abuse.

Mathieu
ROUSSENNAC

Director of Attractiveness - Bordeaux Métropole

Arnaud
CACQUEVEL

Marketing manager for the economic sectors - Brittany Development Innovation

AT3 | Mobilization and animation of a network of ambassadors

Thursday, April 4th - 14.00 - 15.30

This interactive workshop provides a common framework for reflection on what an ambassador network is, focusing on new profiles and types of ambassadors. Based on these categories, the objectives that can be achieved by the ambassadors of a territory, and the actions that result from them, will be defined. Then, the tools for mobilizing and leading a network of ambassadors will be highlighted, taking into account the specificities of the territories concerned. This will then determine the interests and benefits of defining an ambassadorial policy. Several examples will illustrate the 4 themes developed.

Joël
GAYET

Attractiveness mission, Isle-sur-la-Sorgue and founder A&NMT Chair

Anne-Sarah
MOALIC

Deputy Director - Normandy Attractiveness Agency

Emilie
BONNET

In charge of the network of ambassadors - Normandy Attractiveness Agency

PLENARY SESSION 1 | Master Class: DublinTown project

Thursday, April 4th - 14.00 - 15.30 - Pasteur Auditorium

The territories are seeking to revitalize their city centres. Beyond the commercial activities that are present, it is a question of rethinking city centres by integrating the expectations of customers and citizens and adapting the offer to these new needs. During this plenary session, it will be a question of developing a real reflection around a marketing approach to revitalize city centres with exchanges of experience from territories that have implemented this type of approach

Richard GUINEY​

CEO - DublinTown

Christophe BARASTON

General Delegate - City Centre Managers' Club

Conférence | Territories with specificity

Mobilization of the territory's stakeholders at the service of residential attractiveness

Thursday, April 4th - 16.00 - 17.00 - Pasteur Auditorium

How to mobilize and rely on the stakeholders of a territory (inhabitants, companies, associations, etc.) to generate a welcoming dynamic? By calling on collective intelligence, elected officials, managers and citizens co-construct territorial strategies and reflect on their implementation so that they can be shared and embodied.

SPEAKER

Jean
PINARD

Director - Occitanie Regional Tourist Committee

HOST

Benjamin TETART

Director - Latitude Manche, Attractiveness Agency

LAUREATE

Sophie TERRIS

Smart Village Project Manager - Laëtis

EXPERT

Sophie DE PAILLETTE

Associate consultant - Co-Managing

EXPERT

Alexandre CAYRAC

In charge of the place marketing unit & reception of new populations - Aveyron Departmental Council

Conference | Major projects

The influence of digital technology on urban design

Friday, April 5th - 09.30 - 10.30 - Pasteur Auditorium

According to the World Bank, by 2050, 65% of the population will be urban. Do digital technologies represent answers to the major challenges of territories: environmental, social, mobility and better living? What are the contributions of these technologies to architecture and urban design?

SPEAKER

Vincent GOLLAIN

Chief Economic Development Officer - Paris Region Urban and Environmental Agency

HOST

Camille CHAMARD

Director - IAE Pau-Bayonne

LAUREATE

Barrie HO

Founder and Director - BARRIE HO Architecture Interiors Ltd

EXPERT

Justyna SWAT

Designer and architect

AT4 | Governance of attractiveness agencies

Friday, April 5th - 10.45 - 12.15

Attractiveness initiatives require cross-functional collaboration between all sectors and stakeholders in the territories. We can thus observe different innovative modes of governance in the territories around these approaches. Governance methods that range from attractiveness agencies – in full development in major metropolitan areas, departments and regions – to SCICs that are at the heart of discussions on other territories.

Salima BENICHOU

Attractiveness and place marketing director - Grand Nancy Metropolis

Hubert CALMETTES

CEO - Toulouse Metropolitan Attractiveness Agency

AT5 | Management of attractiveness brand portfolios

Friday, April 5th - 10.45 - 12.15

This interactive workshop explores three forms of relationships: relationships between territorial attractiveness brands in the same region, relationships between strong attractiveness brands in the same territory, and relationships between attractiveness brands and corporate brands to enhance a territory. Interactions with participants will first make it possible to explain in what state of mind they experience the relationships: why are they positive? And/or negative? In a second step, the exchanges will make it possible to optimize each type of relationship by proposing actions to be carried out. As a synthesis, three cognitive maps will be projected putting into perspective the positive points, the negative points and the solutions so that participants can optimize their relationships with the attractiveness brands.

Lionel FLASSEUR

Director - Auvergne-Rhône-Alpes Tourism

Vincent DELAITRE

Director - Alps Isère Tourism

AT6 | Collaborative practices and territorial attachment

Friday, April 5th - 10.45 - 12.15

Collaborative practices, if they improve the quality of life of the inhabitants or strengthen the links between the territories and the companies that are established there, appear as one of the possible answers to the problems of territorial attachment people, activities or even public services. During this workshop, we will collectively reflect on the possible levers to encourage their emergence and put them at the service of our territories.

Samuel CHABRÉ

Designer Futur of Work - Ouishare

Fabrice DALONGEVILLE

Director - Attractiveness agency of the Montreuillois Opale&Co

PLENARY SESSION 2 | New needs of companies in attractiveness strategies

Friday, April 5th - 10.45 - 12.15 - Pasteur Auditorium

This plenary session proposes to highlight the needs of companies in attractiveness strategies and how to integrate them into territorial marketing approaches. Considering this workshop as exploratory, it will aim to bring different companies (SMEs, large groups, from several territories) to express themselves on what they expect from place marketing today and especially from local authorities.

Yvan AYMON

President - Valais Excellence

Annick CASTELAIN

Executive Director - Castelain Brewery

Aymeric DE MOLLERAT

Deputy Director - Aderly & Invest in Lyon

Rémi LOUBEYRE

Director of strategy - SUEZ France

Conference | Economic development

International influence and soft power of the territories

Friday, April 5th - 13.30 - 14.30 - Pasteur Auditorium

Decentralised cooperation and international partnerships are playing an increasingly important role in local authorities’ strategies. Initially centred on solidarity, these networks have become a tool for the promotion and economic development of the territories. What are the impacts and good practices of these international actions?

SPEAKER

Laurent SANSOUCY

Director (Southern Europe) - OCO Global

HOST

Roland CATHEBRAS

In charge of place marketing and international relations - Aix-Marseille Provence metropolis

LAUREATE

Kazuyoshi NOGAMI

Director for Development Cooperation, International Affairs Bureau - City of Yokohama

EXPERT

Danielle DUCREUX

Head of International & Workforce - Rising SUD

EXPERT

Sophie MORICE

Project Manager - City and Eurometropolis of Strasbourg

Closing conference

New models ans stakes about place marketing

Friday, April 5th - 14.30 - 15.30 - Pasteur Auditorium

SPEAKER

Sandra CHALINET

Portfolio Director - Constructa Asset Management

SPEAKER

Ludovic DUBLANCHET

Co-founder - Agitateurs de Destinations Numériques

SPEAKER

Joël GAYET

Attractiveness mission, Isle-sur-la-Sorgue and founder A&NMT Chair

SPEAKER

Vanessa HAUTEFEUILLE

Consultant

SPEAKER

Nico MULDER

Marketing strategy consultant - Amsterdam Marketing

SPEAKER

Sylvie ROUILLON VALDIGUIÉ

Vice-President in charge of Tourism Development - Toulouse metropolis

HOST

Christophe Alaux

Director - ANMT Chair