“It’s one of the rare tools that we were missing,” introduces François Werner, metropolitan vice-president responsible for attractiveness and tourism. The little extra thing that sometimes makes the difference on paper, that catchy little phrase that we remember and which carries an identity. While the Greater Nancy Metropolis organized its first conference on the economy and attractiveness on Wednesday December 18, in the setting of the Prouvé conference center, the elected official presented, in front of a packed auditorium of economic partners, heads of business and political decision-makers, the new territorial brand freshly imagined by metropolitan services, but not only that. “A brand only has meaning if we make it our own,” emphasizes François Werner. This is why “more than 200 people were consulted” for the creation of this new visual identity which will now be that of Nancy. Indeed, the subject has until now been rather thorny and complex to deal with, recognizes the elected official. And this slogan that was so lacking, here it is: “Nancy we live”. A short, simple and sober sentence whose aim is above all to highlight the Nancy-style quality of life.
“A brand only has meaning if we make it our own”
François Werner, metropolitan vice-president responsible for attractiveness and tourism.
If “clichés die hard”, as noted by Karim Kemiche, director of outreach for the Greater Nancy Metropolis, this new territorial brand must strengthen the readability and visibility of the city, and more broadly the metropolis, “both both locally and nationally. “Image is not everything but it is an element of this overall attractiveness,” continues the former chief of staff of Mathieu Klein. This slogan is therefore the fruit of a long process to change this “perceived image” into a “desired image”.
Upcoming promotional campaign
This new “slogan” is accompanied by a film in which this excitement and proliferation of the city are represented, while highlighting its emblematic places such as Place Stanislas, the L’Excelsior brasserie, the Parc de la Pépinière. , the Artem campus, the banks of Meurthe, the central market, the Stanislas library and Nancy Thermal. A poster campaign must also be deployed from January and whose mission is, as we will have understood, to improve the image of the city.
At the same time, a dedicated online reception portal (available soon) has been designed where this identity is based on two key words: “authentic” and “reveal”. “Reveal” because astonishment is often the main feeling that emerges when we discover the city, notes Karim Kemiche. “People who come to Nancy are often surprised by its heritage, its cultural offerings, its commercial and event dynamics, etc. […] Our challenge is to move from this surprise discovery to a real promise of wonder by choosing to come here. » Thus, the signature “Nancy we live” is based around this idea of the Nancy art of living: “Nancy we enjoy”, “Nancy we study”, “Nancy we organize”, “Nancy we invest”, “Nancy we discover » and “Nancy we are visiting”.
Boost the local economy
Because the attractiveness of a territory also depends on its economic dynamism, the Metropolis is also equipped with a new tool: the “Welcome Office”. Like the “Convention Bureau”, supported by the SPL Destination Nancy for events, the “Welcome Office” constitutes the one-stop shop for reception and support for companies and start-ups wishing to set up in the Grand Nancy. In conjunction with its partners, the economic development agency Lorr’Up will thus be the preferred contact to support them in their establishment. Its missions will consist of: knowing the local fabric to detect needs, welcoming teams in the discovery of the territory and its opportunities, supporting managers in their project (real estate, recruitment, administrative procedures, etc.) and integrating newcomers to the territory and its business networks. This new service will be deployed from 2025.
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