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Philippe MUGNIER

International destination marketing/PR - attractivity management

Philippe MUGNIER
50 years old
Driving License
Paris (75012) France
Professional Status
Open to opportunities
About Me
Throughout my varied career as entrepreneur and international marketer, I have been at the heart of all aspects of consulting, marketing, PR and tourism. I was responsible for the worldwide promotion of France as a touristic destination (Atout France, Regional Tourism Committees, alpine stations, Vulcania Park, festivals…) and at the forefront of marketing iconic destinations spanning all 5 continents to French travelers. I debuted my professional career at Adonet (Association of National Foreign Tourism Boards), continuing as International PR manager at a French Regional Visitors Bureau and from 2002 as Sales & Marketing Director then CEO of industry leader Interface Tourism Group. I am from early 2013 passionately committed to the success of the ATTRACT entrepreneurial adventure as expert, uniting my skills and energizing my international network of professionals for the benefit of the attractivity of places all around the world

  • STRATEGIC and OPERATIONAL MARKETING CONSULTING for Destinations and the Travel, Hospitality & Entertainment industries.
  • Official marketing & PR representative of tourism boards in French speaking Europe (France, Belgium/Luxemburg, Switzerland, Monaco). Launching of new destinations like the British Virgin Islands or Macedonia on various leisure travel segments as well as on the MICE market.

    Lobbying, advocacy and public affairs for HQ/CEO of “Pacific Asia Travel Association” (PATA). Creation of a new French Chapter for the organization (then elected Secretary 2014-16) – now 45 members engaged within this Asia Pacific marketing task-force in France

    Strategic and marketing plans, branding policies consultancy for various destinations: Senegal, Algeria, French Tourism Boards…

    Press attaché for ‘Les Castels’ leading French luxury campsites chain, Coxyde resort,...

    Member of the Board for the world event “Gay Games – Paris 2018 - 10th edition” – in charge of tourism partnerships

    Frequent lecturer on marketing & country branding issues at leading universities and business schools (CELSA-Paris Sorbonne, Essec, Isc, Isee,...) - speaker at conférences
    Contributor of the reference book « Le Marketing du Tourisme » published by DUNOD

    Columnist at "Tendance Nomad" monthly magazine dedicated to "Meeting, Travel & Mobility"

    Some press coverage :
  • "Associate GENERAL MANAGER - CEO" - Sept. 2006- 2011
    "MARKETING & SALES DIRECTOR" - 2002-2006

    Leading (>50% of market shares) agency for conceiving and implemeting in European markets 360° integrated marketing strategies (PR, BtoB, BtoC) for institutions and compagnies from the global tourism /hospitality industry


    Historical records broken in term of arrival numbers from French holiday makers to all destinations managed by the agency (Mauritius, Australia, Abu Dhabi, Indonesia, Tenerife, Philippines, Taiwan, Caribbean, Dominica, ...) in 2009 and 2010 despite a global market strongly impacted by crisis. Managing communication during various political (riots, bombing, war), health (H1N1, Sars), natural (tsunami) crisis and succeding a dramatic recovery of affected destinations (Kenya, Mexico, Sri Lanka, Madagascar, Philippines, ...)

    Facts :

    Double digit turnover growth 2002/2009 in France (company created 2000). Turnover X 7 (> 4,400,000€ - 90% from international clients outside France) - Staff X 5 . Small business unit (5 team members in 2002) became in 8 years time the international leading group (staff> 50 in Europe) specialized in tourism marketing & PR. Leadership gained in France from 2004 and then strengthened on a larger scale under the Interface Tourism Group (ITG) structure created in 2009 through joint-ventures and external growth with units based in Southern Europe (France, Italy, Spain) and emerging markets (Russia, UAE, Belgium). Launch in 2008 of the Global Tourism Interface (GTI) worldwide network with 15 partner agencies from the 5 continents (Europe/Russia, Asia/Pacific, Americas)

    Facts : http://www.strategos.fr/spip.php?page=article-numero&id_article=850

    In addition to operational marketing and PR, many consulting/audit missions implemented (Comoros, Madagascar, Martinique Island, Armenia, ski resorts & French regions, ...) under request of World Bank, European Union, French Development Agency (AFD), US Aid, ...

    Many affiliation and (board) responsabilities taken in professional organisations (Visit USA Committee, IGLTA, PATA, SKAL, ADETEM French Association of Marketing Professionnals, AJT-French Association of Travel Writers...)
    Member of the 2008 Jury for the "Luxury & Creation Talents Awards"
  • Main client of the agency (20% from turnover)
  • Opening of the 1st marketing representation of the Emirate in France. Launch and develop Abu Dhabi on the european French speaking markets. Branding and global awareness of Abu Dhabi. Marketing and PR for mega events (Formula 1 Grand Prix...) and important Infrastructures ( Ferrari World attraction park, Louvre Abu Dhabi...)

    ADTA awarded twice in 2009 and 2010 as "World Leading Tourism Board" by World Travel Awards for efficiency and creativity of its international marketing

    More than 80 French tour-operators featuring Abu Dhabi (less than 10 in 2006). Double digit growth in French arrival numbers from 2006. France ranked 3rd most important outgoing market.
  • www.auvergne-tourisme.info (Central France) and www.vulcania.com

    Conceiving and implementing "Auvergne Marketing Plan for Europe" for 10 outgoing markets (France included). Supporting trade & press pre-launch Europe campaign of VULCANIA, European Volcano Leisure Park.BtoB, BtoC, PR/events integrated campaigns within tourism stakeholders and opinion leaders/trend setters. Building and coordinating a network of international marketing & PR representatives and partners. Internal & external corporate communication & crisis management
  • RESULTS (stable budget and team)

    International arrivals +12%
    Impact of direct marketing campaigns X 4, information requests X 6, press coverage X 4
  • www.tourismfordevelopment.com

    Fund raising from the tourism industry stakeholders for humanitarian micro-projects (health, water, eduction, ...) around the globe. Corporate communication of the NGO toward the industry & holiday makers
  • www.adonet.fr

    MA dissertation about the “New Trends in Communication for Foreign National Tourism Boards” – Sponsored and published by ADONET (more than 60 members)
  • www.becfrance.com

    8 missions of 2 to 4 weeks escorting group of French teenagers in the USA, UK and Germany for the British European Center (Student Exchange Organization). Monitoring, organizing activities & visits, coordination between Paris Headquarters and foreign centers
  • www.avoriaz.com

    Market and political environment analysis and regional sponsoring plan with regional institutions and private stakeholders
  • www.lesgets.com

    Technical & artistical coordination of 1992 and 1994 Mecanical Music International Festivals of Les Gets (270 artists, 12 nationalities, 50 000 visitors in 5 days - 30 shows, concerts, conferences and exhibitions)
  • Commercial and creative coordination of advertising campains

Master Degree in Tourism & Hospitality Marketing with Highest Honors

ESTHUA - Angers University - Tourism and Hospitality High School

September 1992 to September 1994

2 years diploma in "Marketing Techniques" - DUT "Techniques de Commercialisation"

Savoy University - Annecy

September 1990 to September 1992
Ranked 1st out of 90 in final examination – Savoy University - Annecy

Higher Leaving Certificate in Maths & Sciences - Baccalauréat C

Lycée St Joseph

September 1988 to June 1989
  • Marketing (strategy & implementation) of services and complex entities/products in French and international markets
  • Partnerships, public relations (print, digital, TV, radio, ...), celebrity marketing, social media, events, lobbying, incentive and training schemes, advertising and branding
  • Corporate and crisis communication. Advocacy. Public affairs / country branding. Public and press relations / PR
  • Deep knowledge of the international tourism industry stakeholders, markets, sociology, issues, industry leaders, technology, ...
  • Luxury industry (stakeholders, markets, consumers, ...)
  • 15 years pratice of PR and events within the French and European media scene (written, radio, TV, web press,...). Leisure, life style, travel, economical, news press
  • 15 years various projects within institutions, ministeries, administrations in permanent link with high level political personnel and politicians
  • Knowledge (from basic to expert) of more than 50 destinations/countries from the 5 continents
  • International company strategy, corporate marketing and branding
  • Recruitment and team management, training, HR affairs
  • Intercultural management, internal/external communication (staff, partners, clients/prospects, ...)
  • Marketing innovation management
  • Create - manage and grow companies and profit units
  • Managerial leadership and personal branding
  • Experienced in equity management
  • Transition management
  • International sales directed to high level decision makers in complex decision processes environments
  • Creation and management of sales corporate tools or gaining, keeping and developing clients and sales. Corporate networking
  • Build international synergies, tools and action plans among companies partnering together on a large scale
  • Native French, fluent English, reasonable German, basic Spanish
  • Intercultural communication in international environments
  • Excellent command of office pack, web, social media, ..
  • Lecturer, very comfortable with media