SUMMARY
In this one hundred and fortieth episode of Décodeur de la Communication, Laurent FRANÇOIS welcomes Marc THEBAULT, expert in public communication and territorial marketing.
This episode takes an in-depth look at how to design and implement an attractiveness policy, offering a number of ideas for rethinking the very vision of territorial attractiveness.
Focusing on the levers of attractiveness, the episode explores three essential levels: attracting, retaining and attaching.
Marc THEBAULT highlights the importance of rituals and social practices in building attachment to a region, an aspect that is often underestimated. He also calls for a break with the idea that a territory can appeal to everyone, and argues that attractiveness should be based on the territory's own identity.
"It's less about selling the dream than about enabling the right people to project themselves into a new life." Marc THEBAULT
Keywords: territorial anchoring, building territorial identity, territorial development and cohesion, attractiveness dynamics, governance and attractiveness strategy, local public policies, sense of belonging, image and positioning strategies, enhancing territorial identity.
Illustration: © Décodeur de la Communication
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