aixcentric

Travelling through Marseille Airport last week, my eye was caught by a revolving poster telling us firmly that we are no longer in PACA but in the new destination Région Sud.

It all stems from a decision made by the president of the PACA regional council, Renaud Muselier, who said, ‘Cette region merite bien mieux qu’un acronyme….nous sommes le Sud!’  It’s always been difficult to find a name to encompass such a geographically and historically-diverse region, and PACA, though accurate, was always clumsy.

So, there’s a website: https://www.maregionsud.fr/la-region/region-sud.html which has a promotional video and lots of celebrity-endorsement. The words Provence Alps Cote d’Azur still appear in small letters below the new logo, presumably for a transition period.

This branding has been designed to promote the area internationally: it’s thought the new name is more meaningful. It will sit alongside the administrative départements and the AMP Metropole which of course has been busily rebranding itself.  Lots of work for the agencies!