“General exhilaration”
Published on June 29, 2021 by Capucine Pedamond
The 2021 “General perk up” campaign reaffirms the 100% Gaillard positioning and appeals to target customers.
Make an impression
In a still turbulent health context, Brive Tourisme, accompanied by its communications agency Léon Travel&Tourism, presents a new communication system to attract and reassure the region's target customers. Brive Tourisme thus intends to make an impact and strengthen its reputation among urban residents looking for a dynamic and varied offer, while uniting local players around the Brive 100% Gaillarde destination brand.
A multi-channel device
This communication campaign thus presents itself as a true multi-channel system. This system is based around 3 strong visuals which reflect the positions of Brive Tourisme:
- Desire to reaffirm the 100% Gaillard positioning, the values of the territorial brand through the visual identity and this in all actions.
- Work cross-functionally with partners and give a guideline to the actions of the tourist office so that they shine through on the destination.
- Provide a positive response to the heavy and heavy health context: people need to go out, to enjoy life: to “refresh themselves”.
The conjunction of this desire to reaffirm the 100% Gaillard positioning and the needs of our target customers in light of the health crisis have therefore given rise to a battle cry, a unifying message for all:
« General exhilaration! »
Different actions are implemented around these “punchlines”.
Variations of the communication campaign
An urban display in Brive and the surrounding large towns
Périgueux, Limoges, Cahors: these cities are chosen to be in accordance with our targeting on social media campaigns. The objective is to have a strong presence in mind by reaching our targets through different media.
Two-step social media campaigns
From May to June: targeting living areas near Brive (Bordeaux, Clermont, Toulouse, Limoges, Périgueux, Tours) with a first phase of seduction and a second in retargeting where we push ideas of things to do in the area .
In addition, our social media campaigns systematically link to the good deals minisite (www.bonsplans.brive-tourisme.com) where our targets can find a list of things to do in the area.
Then, July and August: targeting residents and visitors staying in the area (up to 30 km around) to promote things to do in the destination.
A 100% Gaillard Club communication kit addressed to partners
Variation of the “General perk up” in a Facebook banner, images for RS, email signature, stickers to place at the entrance to the sites, cans of hydroalcoholic gel… We provide these communication tools so that tourism professionals can be part of integral to the system and relays this strong message of “General cheering up”.
Evolution of the 2021 editions
Change of the base line of the cover, modification of the titles and hooks of the sections: more lively and insertion of the poster “Gaillardissement Général” in the 2021 good tips guide.
To home
T-shirt in cheering colors for all staff, banner on the “lighthouse” which houses the Tourist Office reception, flame on our reception areas outside the walls.
At the 100% Gaillard store
We offer the sale of totebags, bar aprons and stickers.
Street marketing
For many years, cities have displayed the names of their destination brands in giant letters in their city centers. To go further and be innovative in our proposals, we started not with a lettering proposal but with a strong, unifying pictogram in accordance with our overall campaign. It is a structure more than 2 meters high which will be installed in the heart of the Gaillarde city at the end of June.
The street marketing system will also be supplemented by two elements promoting our events, namely a giant postcard and a trompe l'oeil on the steps of Place de la Halle, all with visuals dedicated to the events. “Let’s start the fun again.”
All these very visual elements should therefore impact locals and tourists staying in the area. Their installation at the end of June and beginning of July will mark the start of this summer season which looks promising for the Pays Gaillard.
A word from Aurélien, the director
“Not having the financial means to compete with major national destinations in terms of communication, we had to be smart to emerge on the market, attract tourists and build an impactful campaign. And fortunately, when you're a guy, you're bound to be smart! We have therefore imagined a multi-channel distribution of our messages, where each Brive Tourisme service and all the professionals in the region can bring their own sensitivity, their own know-how and their differences. And what could be better during this period than to put people at the heart of our actions! »
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