\nGetting together in restaurants, bistros and culinary workshops is a social act, far removed from the distance sometimes created by social networks<\/a>.
\nThe act of getting together and talking around a table with a wide variety of people, and helping them discover or appreciate all forms of cuisine, becomes an act of sharing.
\nWhat’s more, it can be described as an act of civilization.
\nAnd yes, the table is undoubtedly one of the most civilized places on the planet.
\nIt’s where conflicts are settled, where conversations are held until a solution is found and problems disappear.
\nIt’s around the table that we generally make beautiful declarations or, on the contrary, manage to spoil the Christmas atmosphere (TMTC). <\/p>\n
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Today, many players in this food and gastronomy circuit have understood the craze for new concepts in “eating well” and “eating local”.
\nA way of approaching the table as a place of exchange, but also of taking care of yourself!
\nThere is a real source of motivation to develop tourism and cultural innovations around this offer (which we’ll call gastronomic for the sake of completeness), knowing that there is now a real clientele for this type of offer.
\nEating habits are changing, and this is providing producers, restaurateurs and local authorities with a response to a form of communication that was underdeveloped just a few years ago.
\nWhen you consider that 69% of the French population is concerned about the effect of their food on their health, it’s a sobering thought.
\nAnd with 61% of us concerned about the impact of our eating habits on the environment, it’s easy to imagine the growing importance of organic and local food on social networks, as well as the close links between responsible tourism practices and gastronomic tourism. <\/p>\n
From a territorial point of view, gastronomic heritage has become a real economic lever.
\nThe challenge of promoting local gastronomy through products with a positive image is becoming a reality in many French regions. <\/p>\n
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What’s more, it’s now a fact that the population is becoming increasingly urbanized, and the vast majority of this population is completely unaware of the processes involved in food production and cultivation.
\nIt’s a knowledge gap they want to fill.
\nRegular short-breaks across France are the best way to reappropriate French know-how and get back to basics.
\nDespite their hyper-connectivity (they consult their phones an average of 47 times a day for varying lengths of time), social network users are keen on any media content that brings them closer to the simple things, the small pleasures that are pleasant to rediscover.
\nA community dominated by the famous Generation Z, which is imposing a new meaning on travel and discovery.
\nA generation that perhaps tends to feel guilty about the excesses of previous generations and that, through a healthier, more balanced lifestyle, could succeed in restoring the natural order of things. <\/p>\n
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The overload of information on organic products, as well as beauty tips and environmental and animal awareness, is fuelling this need to raise awareness of how to consume better. So why is it important to integrate a strategy based on the physical and digital promotion of gastronomy?<\/strong>An advantage that applies throughout France<\/p>\n In this approach, we could also highlight other great strengths of France’s gastronomic heritage that have succeeded in pulling themselves up by their bootstraps. Are you an institutional or regional brand looking to attract visitors from all over your catchment area? Well, first of all, keep in mind that booklets and brochures are still communication media that shouldn’t be neglected. This type of support is clearly a mix & match between all the codes currently in vogue on social networks: precise information with addresses, websites, complete presentations, recipes, but also the integration of QR Codes that enable the online consultation of said recipe and the viewing of an interview with the operator making his products available to the chef hosting the recipe, in short the loop is closed and all in quality \ud83d\ude09 ! f there’s one common denominator to every successful festivity, it’s gastronomy!
\nJust take a look around Instagram to fully realize this fact: influencers are going green \u2705!
\nIt’s no longer “foodporn” or showing off a life of cocktails and parties.
\nNow it’s all about vegan advice, homemade recipes and eating locally.
\nThe number of recipes posted online, whether in the form of Instagram posts or stories, tends to grow and grow (who hasn’t noticed during confinement…).
\nIn fact, did you know that an estimated 69% of millenials take photos of their food when they go to a restaurant, and that 40% of Facebook users and 38% for Instagram consult Food content?
\nFood is a real social phenomenon and, according to the former Director of Products and Consumer Goods at Facebook France, over a billion interactions around food are generated on Facebook every month.
\nInstagram, for its part, is not to be outdone, and on a monthly basis, 250 million publications include #Food in their description. It’s particularly interesting to look at the profiles of so-called “Lifestyle” influencers,<\/a> for whom it’s all the easier to observe the turn taken in the name of “eating better”.
\nLocal products, local restaurants and, by extension, the Circuit Court.
\nIt’s an approach that allows us to rediscover ways of life, and thus to enhance the value of ultra-targeted territories according to their food specialties, in order to create a multitude of gastronomic offerings.
\nIt’s time to seize this niche and create a real distinction between regions that belong to the same economic fabric. <\/p>\n![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/05\/reseaux-sociaux-destination-gastronomie-contenu-inspiration-5-300x300.png\")
Does your destination boast a unique specialty or know-how?
\nIf so, you’re probably aiming to attract tourists.
\nIn high season, you could very well benefit from a growing demand from individuals wishing to discover your specialties (and this is also a powerful lever for deseasonalizing your tourist flows).
\nDo your local producers offer tastings?
\nPromote them directly on your websites and social networks, because yes, gastronomy is also based on the experiential and testing concept that can be found in other closely related sectors such as travel.
\nIt’s a concept that can be duplicated across a wide range of sectors, and one that can generate handsome revenues for modest outlay.
\nWhen we know that an individual, or household, buys at least one product following a visit to a winery, olive grove or cheese factory, it seems sensible to open up guided tours of these farms as much as possible, and to offer a short detour to the boutique store at the end of the visit.
\nA place that can offer unbeatable selling prices and, like any brand, can call on the services of a hyper-targeted influencer.
\nBy the way, did you know that you don’t necessarily need to set up an entire physical mobilization plan to promote your product if you can’t organize the visit of the said influencer?
\nYou can also opt for remote collaboration, clearly specifying your added value and how your product differs from the competition.
\nIf the influencer you’ve selected fully matches your concept and what you’re offering, the deal’s in the bag, and you’ll benefit from increased visibility with a community that shares the same values!
\nSending a gift basket when you’re a producer, or even a destination, is a great way to get the word out and showcase your expertise.
\nEven if the communication action goes no further, you’re almost certain that the profile you’ve identified will at least share the discovery in your story. <\/p>\n
\nThe Route des Grands Crus is 60 km long and passes through 37 villages with legendary appellations.
\nCreated in 1937, it was France’s first wine route and invented oenology and wine tourism: a new way to travel <\/strong>! Like historians or geographers, specialized guides tell the story of Burgundy to tourists from all over the world.
\nBurgundy has also inspired other regions: Les ros\u00e9s de Provence, la route des sables in Languedoc, la route du citron in Menton, la route de la lavande et du tournesol around Valensole, as well as intramural gatherings in Paris paying tribute to French products, such as Montmartre f\u00eate la coquille Saint-Jacques and La f\u00eate de la Bretagne.
\nGastronomy is easily exported and imported to all kinds of places when you’re in France!
\n\ud83c\uddeb\ud83c\uddf7 <\/p>\nNetworking flows in your area<\/h2>\n
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\nFocus on profiles looking for experiences that will change their daily lives!
\nTo achieve this, don’t hesitate to deploy physical media that bring out the authenticity of your destination, while also appealing to a community with a fondness for digital media.
\nHow do you do it? <\/p>\n
\nJust because you’re addressing a connected audience doesn’t mean you have to do away with the last media that allow you to establish physical contact with your customers… Booklets are still beautiful objects that ensure the perpetuation of a memory for those who know how to keep them.
\nLike a travel journal (by the way, Julie’s Carnets<\/a> may inspire you), they allow you to take notes, circle, organize and do so with total ease.
\nTo illustrate this point, let’s take the booklet below as an example: <\/p>\n![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/05\/reseaux-sociaux-destination-gastronomie-contenu-inspiration-1.png\")
Les R\u00e9galades en Provence<\/a>, a booklet straddling several consultation media.<\/p>\n
\nA complete overview that, in just 56 pages, provides a comprehensive overview of a region’s gastronomic identity, in a variety of formats, while also answering other parallel questions such as: What are the seasonal products of this region, and how can they be processed?
\nIt’s the type of medium that seems ideally suited to distribution to foreign visitors, but also to a regional and local target audience that doesn’t necessarily have access to all this information in a concise way.
\nAll the media content behind these booklets can then be hosted on platforms such as Youtube or Dailymotion.
\nThese will enable playback to be organized in the form of playlists, so that themes are respected and users can easily find their way around. <\/p>\nBringing audiences together:<\/h2>\n
![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/05\/reseaux-sociaux-destination-gastronomie-contenu-inspiration-3.png\")
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\nIt’s an integral part of an offer that’s tending to diversify and broaden its horizons.
\nEvents organized around gastronomy are extremely rich and varied.
\nThe ever-increasing visibility given to the gustatory heritage of destinations tends to create events that are more and more accessible to the general public, or at the very least, that allow for massive dissemination using striking visual codes and open to promotion across a wide range of networks.
\nTake LeFooding.com<\/a>, for example, which provides public visibility for a wide variety of partnerships.
\nAs a tourism and lifestyle player, you too can claim a slice of the cake, as this kind of event also relies on collaborations with influencers.
\nThis time around, we’re breaking down social distances by inviting a talented and dynamic chef directly into the home of an influencer, as below, LePetitFran\u00e7ais<\/em>, who himself will have invited his fellow influencers around his table.
\nIt’s a great way to showcase the conviviality and exchanges that can arise around a good meal.
\nThis is your chance to take advantage of past and future collaborations with influencers.
\nIf you manage to get into their feeds and stories, you’ll be part of this dynamic, and thus part of a high-impact communication strategy. <\/p>\n![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/05\/reseaux-sociaux-destination-gastronomie-contenu-inspiration-2.png\")
Gastronomy seems to be an all-purpose subject that can be used in a variety of ways.
\nTo get noticed, show off your culinary heritage!
\nHere’s just one example: sponsored lunches at the IFTM<\/a> trade show.
\nAre you a tourist representation agency?
\nIf so, you’ve got a great opportunity to make a name for yourself by creating that famous warm, friendly atmosphere over an aperitif.
\nAnd yes, food and aperitifs have a hidden power and can make all the difference!
\nAs we’ve said, they’re an integral part of a successful event, and that’s why they’re at the heart of certain public event strategies.
\nA simple lunch can work in your favor, and show just how up-to-the-minute you are with your prospects. <\/p>\n