Normandie Attractivité

What Normandie Attractivité does

Normandie Attractivité is a French regional territorial marketing agency (association under French law, Siret 831 026 679 00017) established in 2017 following the administrative reunification of Haute-Normandie and Basse-Normandie. Its mandate is to develop the image and reputation of the Normandy Region in France and internationally. The organization operates the bilingual "Choisir la Normandie" digital platform (choisirlanormandie.fr / choosenormandy.com) as its core product, delivering thematic content across five verticals: relocation, employment, entrepreneurship, education, and tourism. Supporting offerings include the collective "Marque Normandie" regional brand launched the same year, the "Demandez à un Normand" community Q&A service, the personalized "Carnet d'Installation" favorites tool, a dedicated press area, and event programs such as the "Normandy Campus Tour" hybrid recruitment initiative and "World Calvados Day" international celebration each October. Technology is a CMS-based marketing platform hosted by OVH in France and built/maintained by IRIS Interactive, with tourism data flows through Tourinsoft; there is no proprietary technology stack or AI component.

The business model is publicly funded rather than commercial. As an association administered by a board of six regional councilors and 19 sectoral representatives, Normandie Attractivité derives revenue from Normandy Region subsidies and related public sources. It does not sell products or services at scale; instead, it animates a community-led ecosystem comprising more than 10,000 volunteer ambassadors, more than 1,100 brand partners, 21 international clubs of Normans abroad, and 56,000+ social media followers. The principal "customer" is the Normandy Region government, with secondary beneficiaries being regional enterprises, students, prospective residents, and tourists. The firmographic headcount of 34 (with a 13-person operational core described in one source) supports marketing, digital, event, and network animation functions. Leadership comprises President Vianney de Chalus (appointed January 19, 2021, succeeding founder Philippe Augier), Director of Publication Michael Dodds, and Editorial/Press Relations Manager Amélie Heurtaux. The agency was Great Place to Work® Certified in 2025 with a 95% Trust Index score and is currently advancing the "Millenium 2027 – Année européenne des Normands" program, anchored by the Club Millenium enterprise patron network launched in 2026 to position Normandy's identity across Europe.

Name

Normandie Attractivité

Legal name

Normandie Attractivité

Website

https://choisirlanormandie.fr

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Normandie Attractivité is a French regional marketing agency, founded in 2017, that promotes the Normandy Region through digital content, community events, a 10,000-strong ambassador network, and 1,100+ brand partners, primarily serving the Normandy Region government and territorial attractiveness goals.

Ownership category

akta.pro rank

Product category

Regional Economic Development

NAICS

Convention and Visitors Bureaus (561591), Other Services Related to Advertising (54189), Convention and Trade Show Organizers (56192)

SIC

Services-Advertising (7310)

akta.pro primary industry

Fan Club, Community & CRM Management (MPAIAGAJ)

akta.pro secondary industries

Creator & Fan Communities (BPAMABAD), Communications & Engagement (Invitations, Microsites, Mobile Apps, Messaging) (THAHANAI)

Keywords

• Regional economic development
• Territorial marketing
• Business attraction
• Destination branding
• Talent attraction

Headquarters

HQ city

Caen

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Public funding and regional subsidies: As a regional development agency born from the reunification of Haute and Basse-Normandie in 2017, Normandie Attractivité operates primarily through public funding from the Normandy Region and potentially other public sources. The organization generates value by driving economic attractivity, supporting regional development, and promoting the territory.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Normandie Attractivité is a regional marketing and economic development agency that promotes the territorial attractiveness of Normandy to businesses, talent, students, and visitors. It delivers marketing campaigns, networking programs (Ambassador Network, Partner Network), a regional brand (Marque Normandie), an information and Q&A platform (Choisir la Normandie, Demandez à un Normand), a relocation guide (Carnet d'Installation), student outreach (Normandy Campus Tour), and promotional events such as World Calvados Day.

Product overview

Normandie Attractivité operates the 'Choisir la Normandie' website platform as its core product, serving as the official digital gateway for territorial marketing and attractiveness promotion of the Normandy region. The platform provides comprehensive guidance for individuals and businesses seeking to relocate, work, study, visit, or establish in Normandy, organized into thematic sections (Je m'installe, Je travaille, J'entreprends, J'étudie, Je visite). Supporting services include the 'Demandez à un Normand' community Q&A service, the personalized 'Carnet d'Installation' favorites tool, and the regional 'Marque Normandie' brand program with its associated ambassador and partner networks. The agency also organizes branded events including the Normandy Campus Tour recruitment initiative and the World Calvados Day international celebration. Built on a storytelling and digital marketing approach, the platform aims to develop Normandy's image and reputation both domestically and internationally.

Differentiator

Problem solved

Functional benefit

Products and services

• Choisir la Normandie Public-facing content and information website positioning itself as the single gateway for businesses, talent, and visitors to discover and choose Normandy.
• Demandez à un Normand Q&A service that connects prospective relocators and curious audiences with local Normandy residents for trusted, locally endorsed answers about life and work in the region.
• Carnet d'Installation Relocation guide designed to help newcomers settle into Normandy, covering practical steps for installation in the region.
• Marque Normandie Regional brand mark that partners and businesses can attach to their own offerings, providing a trusted, locally endorsed signal of Normandy origin and quality.
• Ambassador Network Network of 10,000+ ambassadors who actively promote Normandy's attractiveness and serve as community touchpoints for prospective businesses and individuals.
• Partner Network Network of 1,100+ brand partners collaborating with Normandie Attractivité on regional promotion campaigns and programs.
• Normandy Campus Tour Student outreach program that tours campuses to promote Normandy as a study, work, and career destination for graduates and young talent.
• World Calvados Day Promotional event celebrating Calvados as a signature Normandy product, using a regional cultural asset to build international brand awareness.

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, minor and strategic.

• IRIS InteractivecoreOthersTechnical service provider responsible for website development and maintenance. Based at 4 rue du Pensionnat Notre Dame de France, 43000 Le Puy en Velay. Bound by strict confidentiality clauses under GDPR Article 28.
• OVHcoreOthersWeb hosting service provider. OVH SAS, 2 rue Kellermann, 59100 Roubaix. All personal data is stored exclusively in France through this provider.
• TourinsoftminorOthersTechnical service provider for tourism data management, handling some tourism-related data services for the platform.
• Marque Normandie partnerscoreStrategic or Co-development PartnerOver 1,100 companies and organizations are partners of the collective Normandie brand, using it in their communications to promote the region collectively. Partners include diverse sectors: industry, agri-food, culture, education, sports, public bodies, banking, tourism, and more.
• Normandie brand ambassadorscoreGTM or Marketing PartnerA network of over 10,000 volunteer ambassadors promoting Normandy worldwide. Includes 21 international clubs of Normans abroad who actively represent and promote the region through events and personal networks.
• Nota Bene (Benjamin Brillaud)strategicGTM or Marketing PartnerContent creator partnership with Benjamin Brillaud (4 million subscribers) to produce content highlighting historical links between Normandy, England, and Ireland, leveraging his massive audience to promote regional identity.
• CCI NormandiestrategicStrategic or Co-development PartnerChambre de Commerce et d'Industrie Normandie, represented by former president Vianney de Chalus. The CCI played a key role in establishing Normandie Attractivité.
• Crédit Agricole de NormandieminorGTM or Marketing PartnerHost venue partner for the 2023 Ambassador Evening event at their Caen location, accommodating over 400 attendees.

Scale indicators6 records

Recent moves1 record

Expansion highlights6 records

Others

• BPI France: French public investment bank supporting business creation, growth and innovation. Adjacent rather than directly competitive: Normandie Attractivité directs entrepreneurs toward financing and ecosystem resources, while Bpifrance is a key institutional counterpart and partner.

Broad incumbents

• Atout France: National tourism development agency of France. Operates one level above Normandie Attractivité, coordinating destination promotion nationally and internationally — comparable as a public attractivity actor but with a much broader, country-wide scope.
• Invest in Spain (ICEX): Spain's national investment promotion agency. Comparable as a public attractivity entity promoting a territory to investors and talent, but operating at country scale rather than a single region.

Direct peers

• ONLYLYON: Lyon metropolitan attractivity brand and agency. Directly comparable territorial marketing model promoting a French region to businesses, talent and visitors through storytelling, events and a partner network.
• Choose Paris Region: Regional attractivity and investment-promotion agency for the Paris Region. Closest functional analogue to Normandie Attractivité: public-backed territorial marketing targeting talent, investors and events, with a bilingual platform and brand ambassador ecosystem.
• Bretagne Développement Innovation (BDI): Regional economic development and innovation agency for Brittany. Comparable mandate: promoting a French region's economic attractiveness, supporting entrepreneurs and attracting talent with public funding.
• Invest in Nouvelle-Aquitaine: Regional investment promotion agency for Nouvelle-Aquitaine. Comparable in function: public-funded regional body promoting economic attractiveness and supporting business establishment.
• Choose Brussels: Brussels regional attractivity agency. Directly comparable model — public-backed territorial marketing using a 'Choose' brand architecture, bilingual platform and stakeholder network to attract talent, students and investors to a European region.
• Nord France Invest (Hauts-de-France attractivity): Investment and attractivity promotion agency for the Hauts-de-France region. Directly comparable public-mandate agency focused on FDI, talent attraction and regional brand promotion in northern France.
• Agence de Développement et d'Attractivité de Toulouse Métropole: Metropolitan attractivity agency for Toulouse. Comparable public-mandate French attractivity agency promoting talent attraction, economic development and territorial brand to a defined French territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/agence-normandie-attractivit%C3%A9

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Normandie Attractivité