Tagungsort Grand Hotel Heiligendamm

importance of this is that on the one hand,
it is a visitor-friendly initiative, that is to say
it’s to make the visitor’s experience much more
pleasant. But it is also a way of sustaining,
maintaining local life. Because if you don’t
have income when you don’t have tourists, you
certainly don’t have tourists if you don’t look
after your local population.
The second aspect I would like to stress about
Deauville is: What’s in a name?
How have we heard of Deauville, what has
made it? In French peoples’ minds, it is famous
names that have contributed to the rise
of its renown: famous names like Coco Chanel;
famous names of writers like Flaubert or
painters born in the area and who have come
and visited the place. So it has built up a certain
renown through these names and the city
has also capitalized on what I would call luck.
in the beginning: “A Man and a Woman”.
Filmmaking is something that has contributed
to the renown of many cities that would
otherwise not have been discovered. But it is
a technique that today can be adapted, used
differently. I won’t have time to talk about
that, but you can ask me questions outside.
We implement storytelling in different ways
nowadays in terms of marketing, but by using
tity
for a place. And it doesn’t need to be an
identity that is directly linked to your heritage.
It is an identity that will make you think of
the place; that will bring it to mind. And then
you can use that to extend and capitalize on
it. So the idea is look at your history and then
you develop your storytelling, because marketing
a destination is marketing a story for the
destination. And if you develop a story, then
you can also enhance on that and build it into
history.
This is the third point I would like to point to
in Deauville: How do you develop a particular
destination through heritage?
Not only by making your architecture, your
cultural heritage, your traditions known. But
by making sure that from one place you radiate
to the next places all around it. This is
why one of the keys to today’s innovation in
terms of marketing lies in the way of thinking
of how to cooperate between destinations,
to create collaborative products and to work
towards a common future. One of the strategies
that has been used in Deauville stems
from local associations that developed around
what we call the ‘Pays d’Auge’ which itself belongs
to the national network ‘Villes et Pays
d’Art et d’Histoire’ meaning that certain areas
and history. The initiatives that are born from
these associations that are generally not tourist
associations, but are local associations that
have a particular link to place and therefore
they can collaborate with tourism authorities
to create a joint effort and develop not only
one area, but see how they can reduce the cost.
You don’t need to introduce new things everywhere
and spend your money 50 million times
over, if you can develop a coherent and cohesive
collaboration – think about how every
different place has some sort of asset – and in
that way you can move and promote your traditions,
your know-how, your knowledge. So
the ‘Pays d’Auge’(1:19:51), which is the area
where Deauville is situated, brings to mind
certain names that you are probably familiar
with, like Calvados and Camembert. It also
91