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Why | To promote the city, its thermal character, spa and lake
What | Team management + analysis + benchmarking + city marketing strategy
Where | Enghien-les-Bains, France
With | ESSEC
Who | For city of Enghien-les-Bains
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The project took place within the framework of an urban marketing and territories valorisation workshop. It was about suggesting trends of development for the only thermal town in the Ile de France (Paris region), Enghien-les-Bains. The work ran according to 5 steps.
First the material (the thermal city) had to be defined. It is put into its geographic and historical context. An analysis has been made about its strengths, weaknesses, opportunities and threats on the thermal tourism or local tourism market.
Then we selected comparable cities to Enghien for their customers basin, urban context, performance…
After research, 7 cities appeared as the best models. Those towns have been analyzed and completely evaluated. In marketing terms, we call that a benchmarking. After that step, it was possible to transfer progression factors to our product. A thermal plan has been developed around 3 actions : to design, to innovate, to communicate.
Finally we suggested a continuous re-evaluation of the thermal policy with the means of satisfaction surveys, market research, deeper benchmarking studies… The secret for a constant valorisation!
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