In 2021, Grand Narbonne Tourisme has launched a major consultation with its constituents, tourism professionals and visitors to the area, to help define the new “territorial naming”.

The objective? To be more identifiable in a very dense and complex tourism market, and to unite all participants around a common project: the adoption of a name proudly worn by all players.

20,200 votes were cast to select the sweet name of “Côte du Midi”. A name that evokes the sun, the cicadas, the lilting accent, vacations, the gentle way of life and, quite simply, the destination: the Midi is the South of the South, between the South-East and the South-West. Exactly the definition of the region.

A Festive and Welcoming Identity

In order to win the support of all local players, Grand Narbonne Tourisme has launched a communications campaign to establish and anchor the name over the long term. The idea was to express a certain sense of pride and chauvinism that local residents have for their region, and then to arouse emotion through four thematic photos: the sea, the vineyards, sports and festivities, all centered around a unifying message that will leave a lasting impression: Ici c’est la Côte du Midi (Here is the Côte du Midi).

The identity of this poster campaign is based on the creation of a dynamic formal repertoire extracted from the pre-existing Côte du Midi logotype, composed of colored circles and semi-circles that evoke the sky, the land and the sea. An orange-toned circle takes on the role of the sun, creating a play on typography and replacing the Côte du Midi “o”.

The addition of a white frame around the photograph allows the logotype to be included as an integral part of the system. It also acts as a window, highlighting an iconography that freezes the snapshot and plunges us into the heart of the territory, with its people.