Starting next week, ONLYLYON will be flying its colors in the terminals of European airports and in in-flight magazines. It's a campaign full of feelings and allure, ready to reveal our city in all its glory.
This is an important step for Lyon, which is now eagerly promoting its advantages so as to enhance its attractiveness. This is the aim of ONLYLYON, the international brand that, for two years now, has been promoting the metropolitan area, its identity and the vitality of the local area and its residents.
With this new communication campaign, the objective is to take a new approach: Lyon knows that, beyond its economic, industrial and academic successes, its influence also depends on the prestigious living environment it offers. A city's soul, its temperament and its potential to appeal are what make it dynamic. Lyon is taking the lead by revealing another aspect of the city: it is a beautiful and refined town, one that fosters the fulfillment of everyone who comes here. Lyon is showing its true colors by choosing a totally new communication approach: appealing to people's hearts and minds. The campaign was designed in a suggestive register that reveals the charm of the city and its romantic atmosphere.
For Jacques de Chilly, executive director of ADERLY, the Lyon Area Economic Development Agency, member and leader of the ONLYLYON initiative: "this is the challenge of cities, as seen by urban sociologists such as Richard Florida: attracting men and women who will bring riches, talent and an entrepreneurial spirit; men and women who choose a city where they can thrive, where they can bring their talent to bear, where they can raise their children, where they can be part of dynamic networks of relationships... a city where they can exist and live, truly; a city where they can simply be. And this is a race in which all cities compete with each other. Lyon is too discreet: it needs to do a better job of promoting its advantages and attracting these people!"
A campaign designed to make people want to live in a city where anything is possible, where everyone can succeed in life and where the slogan: "Be you, be here" takes on all its meaning.
