Regional marketing training for the City of Carouge in Switzerland

The City of Carouge is learning about regional marketing

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Crews supported the teams from the City of Carouge, Switzerland, as part of a in-person professional development In-person on regional marketing.

This training program had a clear objective: to help employees better understand the challenges of promoting a region and to develop a coherent, appealing, and distinctive communication strategy.

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Regional marketing is a strategic priority for regions

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Today, cities are no longer content to simply manage their appeal; they must build it, steer it, and help it evolve.

In a competitive environment, where the number of destinations is growing and public expectations are changing, destination marketing is becoming a key tool for:

• Attracting visitors, residents, and businesses
• Strengthening a region’s image and identity
• Highlighting local characteristics
• Boost the local economy

For a town like Carouge, known for its strong identity and vibrant cultural scene, developing a regional marketing strategy helps solidify its position and look toward the future.

👉 Train your teams in tourism

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Regional marketing: training grounded in real-world experience

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Delivered in In-person, the training session provided an opportunity to address the specific challenges facing the City of Carouge directly.

Participants were able to explore the fundamentals of regional marketing while applying them to their own region:

• Analysis of the City’s Identity and Positioning
• Understanding the target audience (residents, tourists, business stakeholders)
• Defining a regional value proposition
• Developing a coherent communication strategy
• Reflections on factors that enhance appeal and differentiation

The training approach encouraged discussion, feedback, and hands-on practice, enabling the teams to visualize how to apply what they learned to their actual work.

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Promoting a region or destination through regional marketing

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Place marketing is not limited to promotion. It is a comprehensive approach that involves:

• Telling a coherent story
• Bringing together local stakeholders
• Create an experience for audiences
• Aligning communication, development, and identity

During the training, the teams worked on this comprehensive vision, incorporating the strategic, operational, and human dimensions of regional marketing.

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A collective skills development initiative for Carouge employees

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This training program enabled City of Carouge employees to develop a shared, structured vision of place-based marketing. Beyond the tools and methods, it fostered:

• A better understanding of the issues
• The ability to step back
• A collective discussion on the future of the region

A key element in developing consistent and impactful initiatives over the long term.

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Thinking About the Appeal of Tomorrow

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Public expectations are changing: people are seeking authenticity, local experiences, and meaning. Regions must adapt to these new trends.

By investing in training in place-based marketing, the City of Carouge is choosing to stay ahead of these trends and enhance its appeal in a sustainable way.

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Interested in training your teams in regional marketing?

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Crews works with local governments, institutions, and tourism stakeholders to develop regional marketing strategies tailored to their specific needs.

Our training programs are designed to be practical, hands-on, and immediately applicable.

👉 Learn about regional marketing

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Crews is Qualiopi-certified, and all our training courses are eligible for funding through OPCOs.