Saint-Pierre-et-Miquelon: turning a political backlash into a campaign to boost geographical appeal

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

From April to December 2025: we achieved 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 Saint-Pierre-et-Miquelon 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 the region’s quality of life, job opportunities and the environment, followed 48 hours later by a second wave fueled 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 eight months later to a prestigious political award and maximizing the archipelago's exposure among top journalists.

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

A new digital 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, job opportunities 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 8pm news, France 2, BFM TV, RTL and Le Figaro, plus the 2025 Prix de la Répartie at the Prix Press Club, Humour et Politique.