Saint-Pierre-et-Miquelon: turning a political backlash into an attractiveness campaign

Following Laurent Wauquiez's remarks suggesting that people under an OQTF (an order to leave French territory) be sent to the archipelago, RevolutionR orchestrated a newsjacking strategy for the Territorial Collectivity of Saint-Pierre-et-Miquelon based on humour and self-deprecation: the campaign “OQTF: On Quitte Tout Facilement pour vivre à Saint-Pierre-et-Miquelon” (“We drop everything, easy, to live in Saint-Pierre-et-Miquelon”).

From April to December 2025: more than 650 press mentions, an audience reach of 1.15 billion and the Press Club's 2025 Prix de la Répartie.

How do you defuse a sensitive national story and turn a political backlash into an exceptional opportunity to promote the territory and its tourism?

• Immediate semantic hijacking: creation and co-production of the digital campaign “OQTF: On Quitte Tout Facilement pour vivre à Saint-Pierre-et-Miquelon”.

• A two-stage content strategy: a first wave of slogans highlighting quality of life, jobs and the environment, followed 48 hours later by a second wave fuelled by user-generated content (UGC).

• Institutional media coverage and proactive outreach: defining key messages for the President of the Collectivity, Bernard Briand, and setting up a monitoring unit to target the major national media.

• Long-term relationship building: activating the agency's networks (Press Club de France), leading 8 months later to a prestigious political award and maximising the archipelago's exposure among top journalists.

What is the “OQTF: On Quitte Tout Facilement” campaign?

A digital newsjacking campaign created and co-produced by RevolutionR for the Territorial Collectivity of Saint-Pierre-et-Miquelon, in response to Laurent Wauquiez's remarks suggesting that people under an OQTF (an order to leave French territory) be sent to the archipelago. It humorously repurposes the acronym to promote the archipelago's quality of life, jobs and environment.

What results did the Saint-Pierre-et-Miquelon campaign achieve?

More than 650 press mentions and an audience reach of 1.15 billion between April and December 2025, including TF1's 8 pm news, France 2, BFM TV, RTL and Le Figaro, plus the 2025 Prix de la Répartie at the Prix Press Club, Humour et Politique.