Read our magazines
A founding manifesto
The manifesto of One Provence, the very young territorial marketing agency serving the influence of Aix-en-Provence, Marseille and the municipalities of this metropolitan area, breathes a welcome cohesion into this territory.
By Maurice Gouiran
Lionel Flasseur and Dominique Bluzet
Sailing at the 2024 Olympic Games, one of One Provence's major events.
We met with the two leaders of this commitment: President Dominique Bluzet, director of the Théâtres du Gymnase, des Bernardines, du Jeu de Paume and the Grand Théâtre de Provence, and CEO Lionel Flasseur, president of Essentiem, who arrives from Lyon where he headed the OnlyLyon territorial marketing program.
Why a territorial marketing agency?
LF. It's about creating a new imagery associated with this metropolis, and one that's much richer than the one we've been forced into. In Europe, territorial marketing programs appeared about fifteen years ago (Amsterdam, Berlin, Lyon, etc.). Today, in a world where territories are in fierce competition to attract talent, labor, students, and retain wealth in all its forms, it was essential for Aix Marseille Provence to equip itself with this type of structure.
DB. We need to create desires, and therefore move away from the existing image. There are lots of great things happening in this region, and we need to talk about them, because we're an agency that focuses on communications for 70% of its business.
Is this a brand?
DB. One Provence is more than a brand; it's a tool. How can we tell the story of this exceptional region in so many ways? It's complex, both Mediterranean and Provençal, urban and agricultural, composed of diverse landscapes and a population from some fifty different backgrounds. It's rich in women and men, businesses, cultural events, and world-famous sites. This inspires and energizes us; it should make us proud and give us a sense of belonging to history—an essential feeling at a time when society fears being downgraded.
LF. In today's competitive landscape, there's know-how and there's know-how. One Provence is a brand, a tool, a team, a program, and a collective whose goal is to share our current and future expertise in all fields and across the board.
What is the role of One Provence in a region where many entities linked to local authorities, the world of economy, culture, tourism and sport already exist?
LF. The overall image is very heterogeneous. Despite long-standing structures and agencies, the region's image has not evolved or has evolved in fits and starts, as was the case with MP 2013. It was necessary to address the region's overall image, the missing link in the existing chain.
DB. We communicate with everyone and carry out in-depth work. Positioned at the center of the network, we create the pathway between the different points and activate a desire for a shared future. In this respect, One Provence is neither a decision-maker nor above others. Around us, people are lining up to sell a territory.
LF. At the launch of One Provence on October 17, 2022, all those who make up the region, our partners, were present. Our manifesto, our shared dream, was signed by all the presidents. A very specific action plan and challenges were defined with them.
On this last point, have you already been able to implement certain actions?
LF. Of course. We have a strong presence in events, such as the SIMI and MIPIM trade shows, but also on social media. We're launching the One Provence Academy (a learning and training platform that allows all stakeholders to gain a cross-disciplinary and projected vision of what makes the city attractive) on January 25, as well as a website based on artificial intelligence in February.
DB. This is a considerable amount of work that has been accomplished in 10 months. For 25 years, this region has not built a future for young people. We are therefore starting from a very low base, and we must channel all emerging energies.
The final word ?
DB. I borrow it from Molière: "I hate those pusillanimous hearts which, by foreseeing the consequences of things too much, no longer dare to undertake anything" (Les Fourberies de Scapin, 1671).
