The Modern Era of Place Branding: How Small Cities are Fighting Demographic Stagnation
For decades, the narrative of urban development was centered on the growth of megacities. However, a shift is occurring. Small cities and industrial hubs are now engaging in a sophisticated form of “place branding” to attract new residents and reverse demographic decline.
A prime example of this trend is seen in Le Locle, within the canton of Neuchâtel. Facing the challenges of a population that has remained stagnant or fluctuated due to industrial shifts, the city recently concluded a two-year domiciliation campaign. With a dedicated budget of 220,000 francs, the initiative utilized everything from posters and contests to offered stays to entice newcomers.
This strategy highlights a growing global trend: the transition from passive residency to active recruitment. Cities are no longer waiting for people to find them; they are marketing themselves as products, emphasizing quality of life over mere proximity to employment.
The Power of Authentic Storytelling in Urban Migration
Modern residents, particularly Millennials and Gen Z, are increasingly skeptical of glossy corporate brochures. To counter this, forward-thinking municipalities are pivoting toward authentic, human-centric storytelling.
Le Locle adopted this approach by launching four video capsules featuring testimonials from actual residents. By showcasing real trajectories and unexpected journeys that led people to the Neuchâtel mountains, the city shifted the focus from “infrastructure” to “experience.”
Leveraging Local Identity
The use of representative sites—such as the Musée d’horlogerie, the Musée des Beaux-Arts, the ice rink, and the former Council hall in Les Brenets—serves a dual purpose. It promotes the city’s cultural and sporting assets while grounding the marketing in the physical reality of the town.
This trend toward “experiential marketing” allows potential residents to visualize their daily lives, focusing on “great neighborhood relations” and a high quality of life rather than just a job listing.
Balancing Industrial Heritage with Future Growth
Many small cities are historically tied to a specific industry, making them sensitive to economic fluctuations. The challenge for these regions is to maintain their heritage while diversifying their appeal to attract a broader demographic.
Michaël Berly, President of the Communal Council, noted that the goal is to stop population regression and achieve a steady increase—aiming for a few dozen new residents per year to reach a total increase of a thousand inhabitants by 2040.
To achieve this, cities are focusing on three key pillars of attractiveness:
- Cultural Vitality: Promoting museums and arts to appeal to the “creative class.”
- Sporting Infrastructure: Highlighting facilities like ice rinks to attract active families.
- Economic Resilience: Creating an environment where the vitality of the region is linked to a diverse resident base.
Future Trends: The Rise of the “Slow City”
As remote work becomes a permanent fixture of the global economy, the “Slow City” movement is gaining momentum. People are increasingly willing to trade long commutes in overcrowded capitals for the tranquility of mountain regions or small towns, provided there is a strong sense of community and cultural offering.
The success of these campaigns often depends on the ability of a city to present itself as an alternative to the “burnout culture” of major hubs. By emphasizing a balanced lifestyle, small cities can position themselves not as “isolated” but as “exclusive” sanctuaries of well-being.
Frequently Asked Questions
Why are small cities spending budgets on “domiciliation” campaigns?
To combat demographic stagnation and regression. A growing population ensures a more vibrant local economy, more tax revenue, and the long-term viability of local services.
What is “exogenous promotion”?
It is the strategic effort to attract new residents from outside the current region or city, rather than relying on internal growth or local migration.
Can a small town really attract 1,000 new people?
Yes, by focusing on steady, incremental growth (e.g., a few dozen people per year) and leveraging remote work trends and quality-of-life improvements.
What do you consider? Would you trade the hustle of a huge city for the quality of life in a mountain town? Share your thoughts in the comments below or subscribe to our newsletter for more insights on urban trends and regional development.
