SUMMARY
One of the problems faced by a number of sparsely populated areas is a lack of attractiveness, or even demographic decline, which can lead to school and business closures. Yet these areas are far from being devoid of charm or vacancies. Some towns may be attractive from a tourist point of view, but are still seeking to anchor their population year-round. To alleviate this problem, these areas can communicate inexpensively. To do this, the local authority or company needs to create opportunities that attract attention and make people want to come. This opportunity can take the form of a job, a house or available land at a lower price, or even a free offer. Generally, this offer will be made via social networks (Facebook) in the form of a publication extolling the region's assets (lush nature, safety, local commerce, art of living) and highlighting an exceptional opportunity.
The offer will attract a certain number of people, particularly for job vacancies, but the approach itself, by its "unusual" nature, promotes publicity for the region. Indeed, these initiatives are relayed and shared on social networks, but also in the traditional media via the publication of articles. The media return is considerable, given the resources involved. Viral #marketing has powerful leverage effects.
The other interesting aspect is the issuer of the offer. It can come from a local authority, but also from a private company. It's therefore a very interesting approach to attractiveness, as it offers the possibility of involving several local economic players.
Keywords : attractivité, buzz, effets de levier, image, hospitalité, marketing viral, mobilisation des entreprises, notoriété, réseaux sociaux, rural, territoire, territoire rural, territoire spécifique, Australie, Canada, France, Nouvelle-Zélande.
Illustration : Adobe Stock - @PUTSADA (c)
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