"Drôme, c'est ma nature": the launch of a territorial brand

SUMMARY

With a population of almost 518,000, just 1 hour's drive from Lyon and 2 hours 10 minutes from Paris by TGV, the Drôme is a department on a human scale, offering an excellent living environment "at the heart of a sustainable and friendly territory " (France's leading organic department). However, the region is also facing a number of challenges: high unemployment, an aging population... The Drôme is therefore experimenting with a territorial marketing and attractiveness approach, highlighting its assets in order to boost tourism development and attract future talent and businesses. To achieve this, the département has decided to allocate a seed fund of one million euros with an operating budget of 200,000 euros, all earmarked for the Agence de Développement Touristique, which will soon evolve into an attractiveness agency. The project was presented in December 2019, with the launch of the "Drôme, c'est ma nature" territorial brand.