The mustache is cultivated
Published on August 5, 2021 by Celine Batut
In 2014 the territory saw its organization shaken up by the transition to a large urban area, from 16 to 49 municipalities. This significant change in scale initiates a reflection on a new brand platform adapted to this new territory.
A brand platform adapted to the territory
The Brive 100% Gaillarde brand aims to be a brand shared across all the municipalities in the conurbation. Values, common actions for the same ambition: to promote the destination based on the assets of the 49 municipalities.
The brand platform made it possible to highlight a specificity of this territory which has neither the sea nor the mountains: its inhabitants and their temperament, their strong character! The work with the actors of the territory to define the values of the brand, its personality is therefore centered on this specificity which constitutes a real differentiating element in the work of promoting a territory.
Energy, vigor, ardor, pugnacity, team spirit, simplicity, sincerity, pride which can sometimes be pride, epicureanism to the point of excess: that's what being Gaillard is all about! We put our strengths at the service of the territory and we want to be seen as a faithful friend, with whom it is good to spend time. We fight so that our values are as contagious as possible and convert our visitors into fervent ambassadors of our territory and its 100% Gaillardes values.
What makes our difference and our strength are people! Since 2014, these elements have been the solid foundations of communication and promotion of the destination.
Shoots to promote the brand and its ambassadors
For three years, shootings have taken an important place in the life of the brand. As for a “classic” brand and boutique, they are an opportunity to present new collections (3 to 4 per year). These shootings are also an opportunity to promote our ambassadors who are models and partners and/or essential sites of the destination.
A grandiose shoot for 2021
This year, with this new guest that is covid 19, we wanted to go further and innovate in our proposal and above all we wanted to dream and bring magic to our community with an even BIGGER shoot. We needed exceptional decor and special models.
A few years ago, we met the Hervé Koubi Company for an interview about their latest show and as they say “it went boom”, the boom of the heart! We entered their unique universe, we got to know a real team which has a history and which carries universal values. This company, recognized throughout the world, has its roots in Brive where it can be found between numerous tour dates. It is founded and directed by Hervé Koubi himself who was decorated with the Order of Knights of Arts and Letters in 2015.
We had sworn to meet one day on a project and what could be better than to link our two worlds that are ultimately so close through a joint shoot?
Once the project was determined, it was a question of finding an exceptional place to host this very special project.
A store dedicated to the 100% Gaillard brand
Once this is defined, it is impossible to communicate in the traditional way! This is why work around textile variations and derived objects is carried out. The idea is, through these objects, to materialize the brand's values and create the opportunity to get people talking about the destination.
Faced with the success of these supports and following the overhaul of the brand platform in 2014, a 100% Gaillard boutique dedicated to the brand and its products was created, an additional rope in the communication system. The strategy is based around two main issues:
- Create pride of belonging and make residents ambassadors of their territory through the destination brand.
- Conquer and seduce external targets (staying tourists and “expatriates”).
“La Mustache Touch”, defined as a label of pride and dynamism, is also promotional and entertainment actions. This is done through participation and fun in major local events: Book fair, Brive Festival, Livestock Festival… This is also done through charitable event operations such as pink october, aidaction, competitions but also shootings.
The exceptional setting of Hautefort Castle
The objective of this shooting is to highlight our beautiful destination and its values through the aura of the dancers of the Hervé Koubi company and our textile collections. We decided to turn to an exceptional place: the Château de Hautefort.
Located on a rocky outcrop, the Château de Hautefort is an old medieval fortress transformed in the 17th century by the marquis of the name into a pleasure residence. Embellished in particular by the addition in the 19th century of a French garden and a landscaped park, it is a unique site in Périgord which combines the splendor of nature and the majesty of architecture, with a culture of refinement inherited and transmitted over time.
The meeting of two worlds
We experienced an exceptional moment, a meeting and this meeting is the story of men and the story of stone.
They deserve each other. The road has been long, sometimes strewn with pitfalls for both parties but today, strong in their past and their will, they are shining.
The refinement of the architecture and the grace of the suspended gestures, the power of the muscles and that of the building, the beauty of this castle and that of these dancers, this common force whose daily discipline we can sense...
We brought two worlds together for a sunny day, the mustache was beautiful and so were the memories.
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