CRT Occitanie

The Occitanie Region's attractiveness campaign aims to attract individuals and traders from large cities and border regions in order to build homes and is starting. This aims to boost villages with heritage and monuments. Often referred to as a stopover town on users' journeys, the majority of Occitanie's towns and villages do not exceed 10,000 inhabitants.

The first target group is individuals from large cities in the region and those surrounding it. They telework and have access to a means of transport in order to travel to urban and rural areas. This profile wishes to improve their quality of life by reducing the cost of these expenses and giving themselves the opportunity to buy a property.

The second target group is the young trader wishing to associate themselves with the history and identity of a heritage in order to build a brand image. This one wants to move away from the competition of big cities developing a market specific to its ideology and that of the city.

In this campaign, the heritage, monuments and architecture of the cities concerned will be highlighted in order to generate interest. The objective is to cultivate the target by making them discover cities and villages through places of interest in the region.

Occitanie is seen as a region, let's be part of the diagonal of emptiness in France. This expression is used to name a so-called sparsely populated area crossing the country. The region is therefore seen as unattractive outside of big cities like Toulouse, Nîmes and Montpellier. However, the region has many historical monuments and is perceived as the meeting point of several civilizations through time.

The message to be conveyed through this campaign is to encourage the target to come and be part of the local heritage by living nearby. The goal is to project the target into a possible future where they would see their quality of life improve by leaving large cities and living daily at the foot of historic sites. Example: "and to say that the castle will never leave your room" by referring to the proximity of a monument from the window of the target's future room.

This campaign has the slogan "Rewrite the history of Occitania" and #vivezlesudouest in order to anchor in the target's imagination, to come and contribute to a heritage of several centuries.