PACA becomes Region SOUTH.
Last June, the regional council of the Provence-Alpes-Côte d’Azur region implemented an international marketing policy, launching the “Southern Region” as a brand.
“This region deserves much more than an acronym. We are not PACA. We are Provence, the Alps, the Côte d’Azur. We are the South! “Says President Renaud MUSELIER.
Officially it is not however a name change for the region, because Provence-Alpes-Côte d’Azur remains the official name.
Indeed, to change the name of a region requires a decree of the Council of State, and this after consultation with the regional council and departmental councils interested.
“South region it speaks more on the tourist plan”, supports for several weeks already Renaud Muselier.
By taking the party to make South a kind of claim banner, it is also the economic scope of this territory made of six departments is highlighted. And in English, as in another language, it works. The South is much more explicit than PACA, for example.
So certainly, there is the tourist weight. The alpine lavender fields, the sandy beaches, the Promenade des Anglais, the corniche Marseille … and all this seen from elsewhere, it is … the South.
The South Region redefining its brand identity, acquiring a new website called “My South Region” and adopting a new logo. A new brand identity serving the ambitions of a large region.