Baton Rouge Area Chamber, Visit Baton Rouge Launch National Talent Attraction, Local Retention Marketing Campaign 

Integrated approach shows how life is “Better in BTR” 

Baton Rouge, LA (April 26, 2024) – The Baton Rouge Area Chamber (BRAC) and Visit Baton Rouge today launched a multi-year, national campaign to attract young professionals to Louisiana’s Capital Region. The “Better in BTR” campaign uses a play on the city’s airport code to suggest the various ways in which life in Louisiana’s Capital City is exceptional. The campaign aims to reveal Baton Rouge as a right-sized southeastern city where professional and personal connection is a way of life, where careers in research, innovation and entrepreneurship flourish and where a diverse and lively culture makes life outside of work more rewarding and fulfilling than competing cities.  

“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.”   

The integrated, multi-year campaign centers around, a content-rich, interactive website where potential new residents can find communities reflecting their values and interests, identify the neighborhoods in which they’d like to live, see how peers are benefitting from life in Baton Rouge and discover the city’s rhythm of recreational events and activities. The site will be complemented by a proactive paid and earned media strategy that includes public relations, social media, advertising and guerilla marketing to reach target markets and foster local pride. 

“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.” 

Over the summer, a series of local pop-up events will be held in businesses around the city where locals can learn more about the campaign and pick up “Better in BTR” branded merchandise. Additionally, a “Better in BTR” human resources (HR) toolkit is in development and will be made available on the website this summer for local HR and marketing teams to complement their recruitment and retention strategies.  

This initiative is funded through a nearly $1 million grant awarded to BRAC and Visit Baton Rouge in September 2022 by the East Baton Rouge City-Parish Office through American Rescue Plan Act funds.  

“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.’” 

Partnership and sponsorship opportunities with the “Better in BTR” campaign are available. For more information, please contact Michelle Lejeune, BRAC director of investor development, at

For more information on the “Better in BTR” campaign, visit  

Editor’s Note: Images are available here

About the Baton Rouge Area Chamber  

The Baton Rouge Area Chamber (BRAC) is an aggressively ambitious regional economic development organization with a bias for action. BRAC seeks to push Baton Rouge beyond the status quo, unleash its potential, and support a vibrant business community that believes the finish line does not exist. BRAC seeks to accelerate economic opportunity in the Baton Rouge Area, for everyone, through BRING IT! Baton Rouge, its five-year, regional strategic plan. Learn more about BRAC at

About Visit Baton Rouge 

The mission of Visit Baton Rouge is to increase visitation to and awareness of the Baton Rouge area, therefore enhancing economic impact. To see more press releases from Visit Baton Rouge, head to Keep up with the Capital City on social media @visitbatonrouge. 


Scroll to Top