BRAC, Visit Baton Rouge launch campaign to bring young people to the city

Michael Scheidt
·2 min read

BATON ROUGE, La. (BRPROUD) – The Baton Rouge Area Chamber and Visit Baton Rouge have launched a multi-year, national campaign called “Better in BTR” to attract young professionals to Louisiana’s Capital Region.

According to BRAC, the campaign is centered on the BetterinBTR.com website, which provides interactive content for potential new residents to explore communities, neighborhoods, recreational events and activities in Baton Rouge.

“The ‘Better in BTR’ strategy addresses two of BRAC’s top priorities which are increasing our young professional population and building positive local sentiment,” said Ann Trappey, BRAC interim president and CEO. “Over the course of this campaign, Baton Rouge will be positioned as one of the most appealing and rewarding southeastern cities in which to build a fulfilling life, which will enable us to diversify our economy, create more inclusive economic opportunities and improve the region’s livability.”

Registration open for EBR Schools spring job fair, retention event

There will be pop-up events in the area this summer with “Better in BTR” branded merchandise. An HR toolkit to support local recruitment and retention strategies is in development and will be available on the website, BRAC said.

The campaign is made possible through a grant from the East Baton Rouge City-Parish Office. The nearly $1 million grant was awarded in September 2022, BRAC said.

Details about how to work, live and move to the area can be found on the campaign website.

“Stoking a fervent pride of place among our talented young professionals in the City-Parish, while also inviting the best and brightest of their peers to become our neighbors and colleagues is essential to Baton Rouge’s future,” said Mayor-President Sharon Weston Broome. “I encourage everyone in our community to become ambassadors, letting the world know how life is ‘Better in BTR.’”

“The strategic partnership between Visit Baton Rouge and BRAC aligns with the best practices taking shape in the most successful cities around the country,” said Jill Kidder, Visit Baton Rouge president and CEO. “Linking our efforts through this campaign will elevate the city’s visibility, supporting tourism and economic development efforts that together enhance the vitality of the area.”

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