Brief & destination issues
The Vendée tourist region is looking to develop a digital communications strategy to boost awareness of the destination, rejuvenate its image and target a younger clientele by proposing appropriate actions, and reinforce its nature destination aspect open to the Atlantic through a webseries with influencers.
The agency’s creative position
2 content creators receive a mysterious invitation at home. Inside the box, you’ll find products to taste, a recipe, breathtaking landscapes you’ve never seen before, and an invitation with a date to discover a unique event. The box is a mystery invitation, arriving simultaneously at the home of each customer, enabling them to discover the destination in terms of both its identity and its unusual features. On the invitation card, they have an answer coupon to tick, and they have to answer yes or no to this invitation in their story, and try to guess who is invited with them by tagging them to announce it (they’ll find out on the day’s stories). They also invite their subscribers to guess this mysterious destination, which seems full of riches.
We were looking for an original way of communicating on social networks, to promote the 4 seasons of the Vendée and appeal to millenials, while involving our Tourist Office partners.
Karen Alletru
Director of Vendée Expansion Tourisme
Karen Alletru – Director of Vendée Expansion Tourisme
We were looking for original communication on social networks, to promote the Vendée of the 4 seasons, appeal to millenials while involving Tourist Office partners. Since 2018, Vendée Tourisme has been banking on influencer marketing and working in collaboration with influencers such as Bruno Maltor, Alex Vizeo, Little Gypsy, L’Oiseau Rose. These experiments have been very positive both in human and quantitative terms, thanks to high and immediate audiences. So let’s continue with this strategy, which brings new audiences to the Vendée!
The Vendée Vlogs are a series of on-board experiences in the Vendée region throughout 2021. Influencers Floriane and Léa opened their surprise box and officially launched the Vendée Vlogs adventure on their Instagram account earlier this week. From May onwards, Floriane_LT and Léa Camilleri will take it in turns to visit the Vendée to enjoy a holiday packed with experiences.
Destination Saint Gilles Croix de Vie for Flo_LT #ceprintempsenvendée and destination Sud Vendée for Léa Camilleri #cetétéenvendée… At the end of each stay, the girls will produce a Vlog retracing their journey in Vendée.
Then they’ll come back in autumn and winter for new experiences.
We decided to call on an agency specializing in influencer marketing to help us create a web series and boost our performance on social networks. The initial brief was sent to several agencies specializing in social media. We chose Travel Insight, whom we had met at IFTM Top Résa in the influencers zone, for their creative concept, the quality of their project management and their pertinent choice of influencers.
