Home of Lorànt Deutsch
Published on May 5, 2021 by Capucine Pedamond
Focus on a content production action carried out in February 2021, the creation of a video clip At full speed presented and hosted by Lorànt Deutsch. Heritage, humor, history, simplicity, passion: a perfect combo for a successful destination promotion operation! All the ingredients have been brought together to carry out a meaningful action with regard to the values of the Brive 100% Gaillarde brand. It is also consistent with the work that we carry out on a daily basis on our major areas of communication which are: local products, major events, outdoor activities and heritage.
At full speed : What is that ?
This is the history of the largest cities in France and elsewhere in 5 minutes flat presented by Lorànt Deutsch.
In his chronicles, the host acts as an ambassador for the history of French cities. The tone is friendly, relaxed, spontaneous and passionate, all in video clips created in an approach of authenticity, pedagogy and humor. The concept immediately appealed to us and we therefore put everything in place to be able to carry out this operation.
Thus, Lorànt and his team came to Gaillarde land for two days of filming At full speed obviously ! A marathon of history, kindness, laughter, encounters and a Gaillard makeover (equipped with elements from the 100% Gaillard boutique). Later, Lorànt left again and we just had to wait impatiently for the video to come out, but the operation couldn't be limited to that.
A global communications plan
The arrival of this atypical personality allowed us to think about a global communication operation: before, during, after the release of the video.
Maximize the impact of the arrival of Lorànt Deutsch
A communication plan was therefore built in order to “tease” the arrival of Lorànt and then create a story-telling around his presence in Brive. Posts on social networks (Fb @brive100gaillarde, Instagram @brivetourisme), invitation of the local press and local Instagrammers to the filming, offbeat interview carried out by the Brive Tourisme teams… We tried to maximize the impact of the visit of this personality in the territory and take the opportunity to have media coverage before the release of the video.
Involve local partners
The main goal of this operation is to promote the city of Brive and the Gaillarde destination. Throughout this work, we have associated our local partners, the city of Brive and the CAB rugby club so that they can relay and benefit from the image of Lorànt Deutsch for their own communication. This operation allowed everyone to make video clips: announcement of renewal of players for the CAB, clips for the archives of the city of Brive. Thus everyone was able to benefit from the positive influence of the Lorànt Deutsch personality. Beyond promoting the territory, we position ourselves on this type of operation as a project catalyst for the territory.
In the end, a successful operation for Team Gaillarde! We exploited this operation to the maximum, allowed our local actors to benefit from it and above all, put a significant spotlight on the Gaillard territory before, during and after the release of the video!
The operation in a few figures...
- Views of the video on the Lorànt Deutsch Youtube channel: 60338
- Posts on social networks: 150 people reached and 541 interactions
- Article on the website: 416 views
- Press: more than ten local spin-offs (La Montagne, France 3, La Vie Corrézienne, Totem, BriveMag, Brive.fr)
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