Parce que nous sommes toulousains, que nous mangeons nos célèbres chocolatines mais surtout parce que Toulouse est la 1ère ville étudiante de France, nous devions la prendre en exemple.
Pourquoi les métropoles et les régions misent sur la culture ?
Certaines villes font face à un nouveau problème : la désertification de leur territoire au profit de territoires plus attractifs ou plus riches économiquement et/ou culturellement. On ne va pas se le cacher, nous sommes moins ancrés que Papi & Mamie dans notre village natal. Pour nous attirer aujourd’hui, les villes doivent mettre en avant d’autres aspects : le tourisme, les activités … la CULTURE quoi !
Nous sommes tous sensibles à la culture : cinéma, concert, théâtre, festival, histoire locale, street art, musée et j’en passe ! C’est un domaine immense qui concerne tout le monde.
Miser sur la culture permet d’atteindre les 3 objectifs que l’on retrouve en marketing.
- L’objectif affectif: les innovations et animations culturelles reclassent la ville parmi les territoires dynamiques et importants dans les esprits de chacun.
- L’objectif cognitif: la communication, et notamment le bouche à oreille autour de ces animations fait parler de la ville au niveau local, national ou international.
- L’objectif conatif: toutes ces animations ainsi que cette notoriété nous donnent envie de vivre à Toulouse.
Pourquoi a-t ’on parlé de Toulouse à New York ?
On se souvient tous des machines toulousaines (je ne parle pas des joueurs de rugby).
Tout comme nos parents qui se rappellent la finale de la coupe du monde de football 1998, nous les toulousains, nous nous rappelons notre 1er weekend de novembre 2018. On se revoit tous, tout petit, à côté de cette montagne de muscles, effrayé par ces huit pattes géantes.
900 000 personnes dans les rues de Toulouse, du jamais vu !
Pendant 4 jours, un spectacle magnifique a eu lieu : « Le gardien du temple ». D’immenses animaux légendaires, animés par la compagnie de la machine, ont réinterprété le mythe d’Ariane. Nous pouvions retrouver Astérion le Minotaure, haut de 14 mètres marchant, respirant et soufflant de l’eau et Ariane, une araignée géante de 13 mètres. Cette pièce de théâtre, s’est tenue dans différents lieux, bien connus des toulousains pour leur charme et leur renommée.
Les organisateurs attendaient 450 000 personnes sur l’ensemble du weekend et espéraient un retentissement national. Mais l’engouement généré a été tel, que ce sont entre 800 000 et 900 000 personnes qui sont venues assister au spectacle ainsi que des médias européens et internationaux, dont le New York Times.
https://www.nytimes.com/2018/11/03/world/europe/france-la-machine-spider-minotaur.html
La ville de Toulouse a eu d’importantes retombées économiques en plus de ces retombées médiatiques internationales : l’événement a augmenté la fréquentation du métro de 44% par rapport à l’année précédente (1 661 000 validations en 4 jours !) et le taux de remplissage des hôtels étaient entre 80 et 90%.
La métropole de Toulouse fait preuve d’ingéniosité et de courage, qui contraste avec la frilosité habituelle de certaines entreprises françaises. Ils investissent de grandes sommes d’argent (ici, 20 millions d’euros) pour amener un accès à la culture auprès de ses habitants et faire rayonner la capitale du sud-ouest dans le monde entier (avec l’aide du cassoulet).
En tant que métropole, comment bien communiquer sur les activités culturelles ?
- Mise en place de collaboration avec les structures locales.
Les associations et les cinémas mais aussi, plus largement, sur des partenariats avec les acteurs institutionnels de la ville ou de la région. Leur présence, leur masse financière, et leur poids dans les décisions les rendent légitimes et primordiaux pour la réussite de tel projet.
- Outils traditionnels de la communication
Afin de promouvoir la culture de la ville, chacun des acteurs communique via les outils de communication classiques, notamment grâce à l’affichage.
- Les relations presse
C’est un bon moyen de valoriser les différentes actions, du fait de la proximité du lectorat. Notamment la PQR (la presse quotidienne régionale). Et merci La Dépêche du Midi !
Et demain ?
-
- Outils 2.0 : « Salut les jeunes ! »
Il faut communiquer auprès d’une cible plus jeune, mettre en avant l’aspect culturel, le dynamisme et la richesse de la région, utiliser les nouveaux canaux digitaux (réseaux sociaux, newsletters…), mais surtout utiliser la vidéo ! (Et non pas les spots TV des années 2000 : Bienvenue en Aveyron !)
De nombreuses régions, métropoles, utilisent aujourd’hui les influenceurs pour donner une nouvelle image de la ville. On peut notamment penser à la vidéo de Bruno Maltor sur la ville rôoose, qui met en avant les atouts principaux de la ville et de ses alentours. On a tous envie d’habiter Toulouse après cette vidéo, n’est-ce pas ?
La culture est un vecteur social permettant de redonner vie à des quartiers défavorisés ou de transformer la diversité que nous connaissons en une magnifique richesse, mais c’est aussi un facteur d’attractivité pour les métropoles et les régions.
Au-delà de tout le travail réalisé sur l’aspect économique plus que favorable aujourd’hui, Toulouse développe ce qu’il lui manquait peut-être : les animations d’une très grande ville.
La ville a compris que la culture était au centre de son projet : devenir la 3ème ville française.
(Bon ça c’est surtout NOTRE PROJET)
Retrouvez encore plus d’actualités sur Gnitekram.
Super, Toulouse commence à rayonner à l’international !!
Bel article.
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