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Changer l’image du bassin minier. Stratégies de marketing territorial et instrumentalisation des imaginaires socio-spatiaux

Abstract : The inscription of the ex-coal mining area on UNESCO's World Heritage List in 2012 and the arrival a few months later of a branch of the Louvre in the city of Lens made it plausible to assimilate this territory into a tourist destination despite the persistent negative representations. This article focuses in particular on the place marketing approach, and the accompanying communication campaign, which consists in selling this territory to potential tourists through the creation of a place branding. This brand is an opportunity for us to question the resources available to promote the territory it concerns, particularly in terms of exploiting the socio-spatial imaginaries associated with this space and reversing the values previously associated with the coal area. Similarly, the collective identity specific to the territory that becomes a promotional tool allows us to connect the concepts of image, imaginary and identity and to see what the place branding can do to the discourse on space.
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https://hal.archives-ouvertes.fr/hal-02473222
Contributor : Camille Mortelette <>
Submitted on : Monday, February 10, 2020 - 3:55:29 PM
Last modification on : Thursday, February 13, 2020 - 1:36:05 AM

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Camille Mortelette. Changer l’image du bassin minier. Stratégies de marketing territorial et instrumentalisation des imaginaires socio-spatiaux. Revue du marketing territorial, Université Rouen Normandie, 2019. ⟨hal-02473222⟩

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