La Marque Auvergne (Previously Auvergne Nouveau Monde)
Published on 31 August 2018
France
This is the good practice's implementation level. It can be national, regional or local.
About this good practice
An initiative of the Auvergne Regional Council and its agencies, “La Marque Auvergne” association (previously Auvergne Nouveau Monde) quickly expanded to include leading regional businesses, SMEs, festivals, cultural sites, universities and schools… in order to develop and implement a collective territorial marketing programme for Auvergne. The concept consists of bringing together the stakeholders affected by the attractiveness of Auvergne to coordinate a joint reflection on a strategy to strengthen it. United under the shared territorial brand for a more coherent, readable and visible “Auvergne” message, the stakeholders are called upon to join together to carry out collective actions.
Today, there are about 700 members, from all sectors (private, institutional, associations…) from all fields (industry, education, culture, tourism…) and all sizes.
Run by an association - not by a local authority - and presided over by a known business owner, La Marque Auvergne is an equal partnership of all of the constituent stakeholders. With members from all fields, it has credibility and a foundation that the association intends to build on.
The association has initiated large collective actions: creation of the first Pop-up store in Paris organised by a region; participation in the Agricultural Show; launch of the first regional Crowdfunding operation (cooperative financing).
These first actions embody the values of collaboration and innovation that the association stands for.
Today, there are about 700 members, from all sectors (private, institutional, associations…) from all fields (industry, education, culture, tourism…) and all sizes.
Run by an association - not by a local authority - and presided over by a known business owner, La Marque Auvergne is an equal partnership of all of the constituent stakeholders. With members from all fields, it has credibility and a foundation that the association intends to build on.
The association has initiated large collective actions: creation of the first Pop-up store in Paris organised by a region; participation in the Agricultural Show; launch of the first regional Crowdfunding operation (cooperative financing).
These first actions embody the values of collaboration and innovation that the association stands for.
Resources needed
Annual budget of about € 1,2 M.
Human resources: average of 3 people
Human resources: average of 3 people
Evidence of success
700 members, from all sectors and fields, which shows a very good adherence to the association’s concept.
Potential for learning or transfer
A territorial branding strategy can only be successful if many stakeholders of the area make it theirs.
So one of the key success factors was to involve from the very start all sectors and fields, and to give the lead to a well-known stakeholder of the private sector. If the public authority, namely the Regional Council, had decided to lead the association, it could have been considered as a new public body, like a new administration, and not so many stakeholders from the private sector would have joined.
So one of the key success factors was to involve from the very start all sectors and fields, and to give the lead to a well-known stakeholder of the private sector. If the public authority, namely the Regional Council, had decided to lead the association, it could have been considered as a new public body, like a new administration, and not so many stakeholders from the private sector would have joined.
Further information
Website
Good practice owner
Organisation
Association La Marque Auvergne
France
Contact
Project manager