The 4th edition of Africa Place Marketing (APM) opened Wednesday in Casablanca under the theme “Territorial identity, a vector of resilient and sustainable attractiveness.”
Organised by Casablanca Events et Animation, this pioneering event in the field of territorial marketing highlights the fundamental concept of the new territorial marketing, which defends the idea that territorial identity is the essential pillar of a resilient and sustainable territorial attractiveness.
Speaking at the opening of the forum, Nabila Rmili, President of the Casablanca Municipal Council, stressed that this event was ”an exceptional opportunity to reflect on how the unique identity of our territories can be the driving force behind a dynamic and sustainable territorial attractiveness, noting that this is one of the key axes of the 2023-2028 Municipal Plan”.
According to Ms. Rmili, territorial resilience is another fundamental aspect. Territories that preserve their identity tend to be more resilient in the face of shocks and disturbances, whether natural or man-made. Attachment to local culture and history strengthens social cohesion, promotes solidarity and facilitates mobilisation in the event of a crisis.
She added that the Municipal Plan positions Casablanca as a sustainable and attractive metropolis that offers its citizens, businesses and visitors a high quality of life, local services and entertainment.
She noted that Casablanca has already embarked on a territorial marketing initiative with the creation of its “WECASABLANCA” brand, the first of its kind in Morocco and Africa. This brand is a powerful tool for enhancing the attractiveness of the metropolis by conveying a coherent and powerful image of the city, thus strengthening its influence and competitiveness.
This territorial marketing approach aims to highlight Casablanca’s assets to investors, foreign visitors and the local population. It coordinates numerous promotional activities under a single banner to make the region more identifiable and attractive in economic, tourist and domestic terms, she pointed out.
The territorial brand, she emphasised, is a means of identifying the area locally, regionally and internationally, mobilising local actors to boost the economy and guiding public action around a strategic theme: the attractiveness of the area.
For his part, Mohamed Jouahri, Managing Director of Casablanca Events et Animation, noted that according to experts and professionals, the ZERO step in the territorial marketing approach adapted to Africa is precisely the identity study or what is known as the identity portrait.
“This identity-based approach to developing a territorial brand for resilient and sustainable appeal would provide a solid foundation of territorial values that would enable us to bring together all stakeholders to develop a strong and sustainable territorial brand and to design an offer that responds to new territorial trends and is adapted to both the inhabitants and the tourists and investors we want to attract to our African territories,” he said.
Africa Place Marketing, a major platform for exchange and co-construction, is made by and for Africans, Mr. Jouahri added, noting that “many international experts are coming to share with us their inspiring experiences from 5 continents.”
Africa Place Marketing is an international symposium aimed at sharing experiences, monitoring territorial intelligence, bringing together experts and stakeholders, training in territorial marketing best practices and co-constructing a reflection on territorial marketing adapted to African territories.
HA/lb/as/APA