program of #PMF20

tuesday, SEPTEMBER, 15TH

09.00 | Reception of participants | Breakfast

09.45 | opening conference #PMF20

10.00 - 11.00 | ECONOMIC DEVELOPMENT CONFERENCE

11.00 - 12.00 | tourism CONFERENCE

12.00 - 14.00 | Lunch break

14.00 - 15.30 | Workshops session

15.30 - 16.00 | Afternoon break

16.00 - 17.00 | territories with specificity CONFERENCE

19.30 | GALA EVENING

WEDNESDAY, SEPTEMBER, 16TH

08.30 | Reception of participants | Breakfast

09.30 - 10.30 | branding CONFERENCE

10.45 - 12.15 | workshops session

12.15 - 13.30 | Lunch break

13.30 - 14.30 | major projects CONFERENCE

14.30 - 15.30 | Closing conference

15.30 - 15.45 | End of #PMF20

conferences

ECONOMIC DEVELOPMENT CONFERENCE | Attractiveness strategies to target talents ​

TUESDAY, SEPTEMBER, 15th | 10.00 - 11.00 - AUDITORIUM

Attracting talent is becoming a key challenge for the economic development of the regions. Partnerships between companies and local authorities are increasingly being developed to build common strategies. In a highly competitive context, it is important to ensure a favourable environment for working people and potential investors.

The concepts of territorial employer branding and Territorial Management of Jobs and Skills will be at the heart of this conference.

HOST

Philippe STEFANINI
CEO | Invest In Provence

SPEAKER

Julien ROUBAUD 
Project Manager | Great Place to Work®

LAUREATE

Ivan JIMÉNEZ AIRA
Managing director | Bizkaia Talent

EXPERT

Olivier CHARTRAIN 
Project manager “development of new talent” | Latitude Manche, Attractiveness Agency

EXPERT

Eve SAINT-GERMES
University lecturer | Nice Sophia Antipolis University

TOURISM CONFERENCE | Using big data and humans to foster sustainable tourism

TUESDAY, SEPTEMBER, 15th | 11.00 - 12.00 - AUDITORIUM

In response to the disamenity often created by uncontrolled and ill-managed tourism, it is becoming essential to include local people in sustainable tourism development strategies. It is necessary to involve them in thinking on the welcoming and the activities proposed on the territory. From this point of view, the use of data also allows a more detailed knowledge of tourist behaviour and might provide a better regulation of flows.

In particular, the conference will explore the stakes of their analysis for the territories in the implementation of sustainable and inclusive tourism strategies.

HOST

Emmanuelle MOUSTIER 
Senior Lecturer in Economics | IMPGT – Aix-Marseille University

SPEAKER

Jean-Luc BOULIN 
Director | Mission of the New Aquitaine Tourist Offices

LAUREATE

Bianca MERCIER 
Head of projects | Wonderful Copenhagen

EXPERT

Béatrice EASTHAM 
Founder | Green Evénements

EXPERT

Camille LENOBLE 
Marketing Director | ONLYLYON Tourist Office and Convention Bureau

TERRITORIES WITH SPECIFICITY CONFERENCE​ | Toward a collaborative placemaking model

TUESDAY, SEPTEMBER, 15th | 16.00 - 17.00 - AUDITORIUM

Despite the tension in the real estate market, abandoned wastelands still dot the landscape today. Sometimes in the heart of cities, these “empty spaces” have untapped potential. How can we revive these neglected areas? By bringing together public and private actors and citizens, the collaborative approach of placemaking opens up new possibilities.

The conference will highlight how collective intelligence can enhance these spaces and turn them into totems of attractiveness for a territory, integrated into their environment and invested by the inhabitants.

HOST

Stephane GHIO 
Director Economic Development | Euroméditerranée

SPEAKER

Sandra CHALINET
Portfolio Director | Constructa

LAUREATE

Saskia BEER 
Founder and director | Transformcity

EXPERT

BRANDING CONFERENCE | Place brand values to enhance stakeholders' commitment

WEDNESDAY, SEPTEMBER, 16th | 09.30 - 10.30 - AUDITORIUM

Matching the values of a territory and the values of its actors requires a real strategy: identification of influencers, engagement practices, and in-depth work on values. If successful, a co-branding approach will allow the territory to associate with its territorial ambassadors (and vice versa), and thus increase its reputation and legitimacy.

The conference will focus in particular on influencing practices developed in the territories.

HOST

Anne-Sarah MOALIC 
Deputy Director | Normandy Attractiveness Agency

SPEAKER

Arnaud MONTEBOURG 
Founder | Bleu Blanc Ruche & Former Minister of the Economy, Production Turnaround and Digitalisation

LAUREATE

Daniel VALVERDE BAGNARELLO
Country brand director | Essential Costa Rica

EXPERT

Yannick PONS
Creative Strategist | Reech

EXPERT

Alex VIZEO
Influencer travel & personal branding coach

MAJOR PROJECTS CONFERENCE | Third places: combining innovation and sustainability

WEDNESDAY, SEPTEMBER, 16th | 13.30 - 14.30 - AUDITORIUM

New hybrid places, co-working spaces, alternative socialization spaces, Third Places are flourishing in the territories and bring with them the idea of a more inclusive society that takes the time to share and listen to each other. More than simple co-working spaces, they aim to create a perennial ecosystem in which the singularities of its actors are expressed, and to lead to the emergence of collective projects allowing to “co-create and preserve value in the territories”.

The conference will provide keys to understanding their organization, their animation, and their evolution.

HOST

Charlie BARLA 
Director | The Cité de l’innovation et des Savoirs Aix-Marseille

SPEAKER

LAUREATE

Stéphane VATINEL  
CEO | Sinny&Ooko (Cité Fertile)

EXPERT

Emmanuel DUPONT
Expert – Advisor – Transformation of public action and territories | National Agency for Territorial Cohesion

EXPERT

Raphaële PERES
Researcher – CERGAM | Aix-Marseille University

CLOSING CONFERENCE | Place Marketing : Assessment and Foresight

WEDNESDAY, SEPTEMBER, 16th | 14.30 - 15.30 - AUDITORIUM

This conference will propose an assessment of the most innovative and successful attractiveness strategies of the past year as well as an opening towards the future of Place Marketing in the world. It will be a privileged space for exchange on new trends and major themes that will influence tomorrow’s attractiveness strategies. This collective projection will leave the audience free to participate in order to bring out great ideas and to feed everyone’s thoughts.

HOST

Aurelie BASSE
Brittany Brand Manager | Bretagne Développement Innovation

EXPERT

Christophe ALAUX
Director | Chaire A&NMT – Professor | IMPGT (Aix-Marseille Université)

EXPERT

Quentin BARDINET
Director Marketing & Strategy | Grand Lyon

EXPERT

Laurence BOTTERO
Editor-in-Chief – PACA office | La Tribune

EXPERT

Vincent GOLLAIN
Chief Economic Development Officer | Institut Paris Region

EXPERT

Virginie MAHÉ-PALOMARES
Director of marketing and communication | Nantes Saint-Nazaire Development

EXPERT

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

EXPERT

Cédrine ZUMBO-LEBRUMENT
Researcher-Lecturer | ESC Clermont-Ferrand

WORKSHOPS SESSIONS

TUESDAY, SEPTEMBER, 15th | 14.00 - 15.30

AT1 | Enhance firms -local actors partnerships to reinforce recruitment capability

sormiou room

Faced with the dynamism of their economic fabric, some territories are struggling to attract enough residents to meet the recruitment needs of their growing businesses. Partnership approaches, involving local authorities and businesses, seem to be an appropriate response to overcome recruitment difficulties. The workshop will mobilize collective intelligence to open up thought-provoking path.

Moderated by Sarah SERVAL 

SPEAKERS

Lionel GROTTO 
CEO | Choose Paris Region

Nicolas REGRIGNY 
Director of Economic Attractiveness and International Promotion | Metropolis of Aix-Marseille Provence

AT2 | What kind of governance for attractiveness agencies?

auditorium

The workshop will offer a look at the progress of the governance of attractiveness agencies with testimonies, experience sharing and examples of structures at different scales of action. The workshop will focus on three main areas: the key players to be integrated into the approaches, the factors of success for the governance of attractiveness agencies and finally the best suited legal status for this structure and its stakeholders.

Moderated by Christophe ALAUX

SPEAKERS

Hubert CALMETTES
Managing Director | Toulouse metropolis, Attractiveness agency

Benjamin TETART 
Director | Latitude Manche, Attractiveness agency

François NAVARRO 
CEO | Hello Lille, Attractiveness agency

AT3 | Understanding the role of cultural actors as economic partners

callelongue amphitheatre

The positive impact of cultural events or facilities on the territories is often highlighted, whether in terms of economic spin-offs, influence or attractiveness, confirming the role of cultural organizations as full-fledged economic actors.

This workshop will be an opportunity to exchange with a panel of experts on the strong links that cultural organizationsforge with their home territory and the way they are integrated into development strategies.

Moderated by Christine CUENCA

SPEAKERS

Béatrice DESGRANGES 
Director | Marsatac Festival

Laurence HEBRARD
Co-Director | 6MIC

Mathieu ROUSSENNAC 
Director of the attractiveness mission & animation of economic networks | Bordeaux Metropolis

Stephane RIZZO
Deputy Director in charge of the Economy | City of Marseille

Edina SOLDO 
Professor | IMPGT – Aix-Marseille University

AT4 | Sustainable destinations: embracing the upcoming trend

morgiou room

What are the characteristics of sustainable tourism? Through real-life situations and collective intelligence, the workshop will enable us to identify the changes within the different universes of the tourism sector (transport, accommodation, catering, leisure activities, events) as well as the role of professionals and tourists in these evolutions. Valorization of local products, over-tourism and accessibility issues will be among the themes addressed.

Moderated by Laura CARMOUZE et Thomas REYNOIRD

SPEAKERS

Vincent DELAITRE 
Director | Isère, Attractiveness agency

Louise DE TORCY 
Brand and Networks Project Manager | Calanques National Park

Lionel FLASSEUR 
CEO | Auvergne-Rhône-Alpes Tourism

Marie VAMPOUILLE 
Founder | En Van Simones

WEDNESDAY, SEPTEMBER, 16th | 10.45 - 12.15

AT5 | Co-construction of local attractiveness

auditorium

The workshop will provide a better understanding of co-construction approaches with inhabitants in attractiveness strategies. It will be an opportunity to exchange with university experts in co-construction techniques as well as professionals oriented towards operational and day-to-day practice (specialized consulting firms, steering bodies within local authorities).

Moderated by Laura CARMOUZE & Edina SOLDO

SPEAKERS

Fabrice DALONGEVILLE 
place marketing consultant

Celine DU BOYS 
Researcher-Lecturer | IMPGT – Aix-Marseille University

Cédrine ZUMBO-LEBRUMENT
Researcher-Lecturer | ESC Clermont-Ferrand

AT6 | Conditions for efficient innovation ecosystems

sormiou room

Africa has a major economic potential and is developing at high speed, in particular thanks to agile and innovative start-up ecosystems. How can our own start-up ecosystems support African development? Which territorial environment can we offer them to facilitate their establishment on the European market?

This workshop will be an opportunity to brainstorm and assemble the building blocks for successful Africa-Europe relations!

Moderated by Sarah SERVAL

SPEAKERS

Samir ABDELKRIM 
Founder and Director | StartupBRICS

Denis BERGÉ
General Secretary | AfricaLink

Nadia BOULMAKOUL 
PhD management sciences | IMPGT – CERGAM

Doudou TAMBA
CEO | Tamba Labs

Paul BICHAT
Head of Department international and Mediterranean influence | Metropolis of Aix-Marseille Provence

Constantin TSAKAS 
CEO | Mediterranean Institute

AT7 | Evaluation of place marketing strategies

callelongue amphitheatre

The evaluation of Place Marketing strategies is a real challenge for local authorities. This workshop will provide an overview of the main reflections to be carried out, both upstream and during the process. Different methods, as well as their respective advantages and limitations, will be presented and illustrated. The questions of the choice of indicators, levels of evaluation or dimensions of territorial change will also be discussed by our experts in an interactive format.

Moderated by Christine CUENCA

SPEAKERS

Camille CHAMARD
Director & Associate Professor | IAE Pau-Bayonne

Anne MIRIEL 
Founder | INKIPIT

AT8 | Place attractiveness brands: valuing the intangible

morgiou room

How can we value intangible assets, protect them, and turn them into resources? During this workshop, emphasis will be placed on the different strategies to enhance the intangible heritage of a territory: protection of trademarks, development of licensing, co-branding (trademark partnerships), etc. The panel of speakers will bring its practical vision of the protection of a brand or a product as well as its marketing (importance of experiential, storytelling, emotional factor…).

Moderated by Christophe ALAUX

SPEAKERS

Alexis BERTUCAT
Tourism, Communication and CSR Manager | Olivier BAUSSAN Group

Elisabeth DUBOST 
Directrice générale | Arboresens

Albine VILLEGER
In charge of the Editorial & Brands Division | Finistère 360°, Attractiveness agency