recommandation conseil général gironde (iut publicité bordeaux 3)
DESCRIPTION
Réalisé avec Cécile LECHEVALLIER, Sophie THOMAS, Alexandra MARTINEZ et Fatima RRIFITRANSCRIPT
Analysis 2 Competitors 2
Trends 2
Swot 2 Strengths 2
Weaknesses 2
Opportunities 2
Threats 2
That is a fact.... 2
...The problem is : 2
Our goals are : 2
Targets 2 French Target 2
English Target 2
Our Positioning : 2
The Concept we found : 2
Concrete Strategy 2 Media 2
Off line promotion 2
Planning 2
Costs 2
Analysis Competitors Pyrénées-Atlantiques In the middle of the «Pays Basque», the «Pyrénée Atlantiques» is a department that a complete cutural heritage : the Pau Castle, the « Virgin Rock » in Biarritz, the ways to Saint Jacques de compostelle, the basque museum, etc. The natural heritage is also excellent : beaches, surfing spots, the Pyrénées. Thanks to that, the Pyrénées-‐Atlantiques does not suffer from seasonality.
The communication was conceived by DDB Toulouse who wanted to bring the inhabitants to promote their territory: " we appreciate the soft rustle of the water " (reference to the rafting), " We are crazy about small digestive strolls " (reference to the relief), " We like the light lapping of waves " (in reference to the sea), " We like caressing our pets " (in reference to férias).
Bouches-du-Rhône The Bouches-‐du-‐Rhône, shines thanks to the big city which is Marseille, with the «Vieux-‐Port» and «Notre Dame de la Garde», but also with its Roman historical heritage. Aix-‐en-‐Provence is the second big city of the department. It has a great architectural heritage from the 17th and 18th century, as well as its label “city of art and architecture”. Bouches-‐du-‐Rhône is between mountains and the Mediterranean Sea. The department is well covered by trains and planes (Paris-‐Marseille : 3 hours in TGV and 1:15 hours by plane).
The departement communication has been enhanced by Marseille-‐Provence's nomination as 2013 European Cultural Capital. The General Council, has recently rebuilt its Website with Uzik to promote Provence, Marseille and the Camargue.
Alpes Maritimes That department is separated from Bouches-‐du-‐Rhône by the Var. Alpes Maritimes is one of the most important touristic poles, representing 13 % of the french touristic business . The cities of Nice and Cannes offer events like the Cannes film festival, or some concerts in Nice (U2, Madonna, Rolling Stones). The Alpes-‐Maritimes is one of the most pleasant destinations in the world with its sea resorts (Cannes, Antibes, Juan les Pins, Nice, Chins), and Monaco.
The department communication, is wide and complete : it often depends on the various events organized on the territory.
Hérault The department is well known for its beaches like La Grande-‐Motte, Palavas-‐les-‐Flots, Carnon, Villeneuve-‐les-‐Maguelone, Sète, Marseillan, Cap d'Agde, Valras-‐Plage and Portiragnes but also for Montpellier known for its culinary, cultural and architectural heritage as «la place de la comédie». But Hérault has also exceptional natural heritage with Clamouse caves, demoiselles or the Navacelle circus. Despite all these great spots, the department's activity is still very seasonal.
The sustainable development is highlighted in its communications, especially on the website.
Haute Garonne That department is considered as the best to live in department (according to the Express). The department offers outdoor activities like a lot of convenient paths for hiking, as well as caves and abyss allowing speleology. We can also find 4 ski resorts with more than 120 km of tracks on the Spanish border. The " cité rose " also presents lots of monuments like the Capitol, the «cité de l’espace» .
The Haute Garonne, thanks to its communication, emphasizes the department accessibility. But especially the Conseil Général de la Haute Garonne wanted to unseasonal its territory by promoting 4 ski resorts of the department, while presenting in parallel the charms of the pink city.
Indirect competitors Savoie - Haute Savoie That territory takes advantages from a very strong wintry seasonality, thanks to the skiing tracks. Communications about these territories is particularly big on TV and magazines. Skiing contests attracts lots of people too.
En résumé En bref, comme nous avons pu le voir, les concurrents sont nombreux et possèdent, eux aussi, beaucoup d’avantages touristiques.
Trends In this difficult economic context, we noticed that the on-‐line bookings still increased despite the crisis. Internet helps people to find great deals and very complete information about their travel. Furthermore, Web helps people compare the prices, and customize their stay.
According to a study from Cabinet Raffour Interactif, dating 2008, 9, 2 million French people booked a tourist service on the Internet. They like to compare more than other europeans. They often wait until the last minute to book their travels. On the other side, some try to take advantages of," early booking " : ower prices for more predictable long stays (hours, days of departure, type of services).
The crisis will probably strengthen the trend, as the consumers want to control their budget. In May 2009, OTO Research published a survey indicating that during a crisis, 26 % of French people were going to use the Internet to compare the prices of their bookings.
Moreover, the on-‐line tour operators are taking the best advantages of this situation. Fevad (Federation of the e-‐commerce and the remote sale) noted that their turnover rose up to 20 % in 2008, which represents the best progress among all the e-‐storekeepers,. Voyages -‐sncf.com, Lastminute.com, Promovacances, Nouvelles Frontières and Expedia still are the leaders on the market of e-‐tour operators in France, in terms of audience, according to Médiamétrie.
Ipsos notes, in a survey from 2009, that contrary to the previous year, using the Internet to reserve holidays increased with three points and 22 points in four years.
After the economic crisis, we noticed new behaviors in the sector of the tourism. We noticed a clear progress of the late purchase : 40 in 50 % of sales are done the month before the departure. The main explanation on this behavior is the search of the best prices.
The average customer visits up to 21 sites before purchasing. The consumer became more and more demanding in terms of quality and price. To seduce this new type of customer, professionals try to find lots of answers. In terms of price, they adapt and pilot better their prices plans. The thing is to suggest last minute sales and above all early sales at attractive prices.
Thanks to the Internet and the 2.0 web, the users have become powerfull and now participate to the creation of this medium's contents. We noticed that users want to go beyond simple comments, blog or twitter / facebook accounts. More and more “amateur” productions look like professionnal content. It often deal with parody and humor. The most talented users can now suddently become famous by creating a buzz that the media often relay. That's why internet users are always looking for new subjects and productions to show their creativities.
En résumé Ainsi, les français et anglais recherchent le meilleur rapport qualité-‐prix, ce qui leur permet de maitriser au mieux leur budget vacance. Cependant, ils recherchent le meilleur. Cette population est plutôt sensible à tout ce qui touche à la nature et à l’environnement. Par ailleurs, certaines communications ont récemment été crées afin de coller à la tendance du sexy dans la communication institutionnelle.
Swot Strengths A lot of touristic assests : The department of the Gironde is the largest French department and has very various landscapes. The natural heritage is well preserved (bicycle paths, hiking and natural parcs). The Gironde has also beautiful vineyard and monuments now listed as UNESCO World Heritage Sites. The touristic accommodations are numerous and still increasing. In summary, the vine , seaside, cultural and natural tourism is well promoted.
The sea is a great way to attract toursists : Water boardsports offer is very wide, and tourists come from the entire wold to surf our atlantic waves. Moreover, once in year, Garonne gives a special show to all amateurs of surfing, called the "mascaret", wich attracts every year lots of tourists and surfers.
Weaknesses The Girondins often suffer from a bad reputation : Girondins have the reputation to be haughty and cold. Girondins, and notably Bordeaux regions are categorised as being "haughty ", "cold ", "elitist " and very "chauvinistic «. It can upset or push back certain persons. In fact, tourists often feel like they are quite badly received in the department.
A lack of direct reputation : Tourists and people in general don't think immediatly about the Gironde when they're asked about their travels and vacations.
Opportunities The full TGV line, in 2012. In 2012, the tourists will be able to travel with a Paris-‐Bordeaux High Speed Train in 2 hours instead of 3 hours. That will probably increase the number of short stays in the Gironde.
Threats Competitors : lots of touristic regions in the south of France Our competitors are very famous touristic regions that also offer a complete choice of monuments, venues and natural heritage.
That is a fact.... The gironde has the reputation to be haughty and elitist, even cold sometimes. We have to notice this reputation often curbs the touristic activity. Nevertheless, the Gironde has a lot of touristic assets. These assets just have to be promoted to look more attractive.
...The problem is : How can we make the Gironde look like an attractive, open and complete touristic place, with an unique message?
Our goals are : To create a concept that would set up the Gironde in the touristic market.
• Make the Gironde a complete destination. Increase the reputation and stay in the top of people's mind.
• Fight the negative reputation of the Gironde • Make people want to visit Gironde during all year, not only during the summer.
En résumé La réputation hautaine et élitiste, voire froide des girondins est un frain à la fréquentation du département.
Malgré cela, la Gironde présente un éventail d'atouts touristiques extrêmement large, qui ne demande qu'à être mis en avant.
Comment peut-‐on, en un message de communication unique, donner à la Gironde une image de destination touristique ouverte et extrêment complète?
Mettre en place un concept qui permet de positionner la Gironde sur le marché du tourisme
• Création d’une destination Gironde. Manque de notoriété spontanée, présence à l’esprit. • Lutter contre la perception négative (froid, hautain, élitiste,…) du département. • Désaisonnaliser la venue en Gironde et donner envie de venir toute l’année.
Targets French Target We would like to touch: • Inhabitants (People who live in the South West of France and in the north of Spain.) • Parisians and inhabitants of the parisians suburbs • English people In other words, this target is made up of : • Families during holidays, summer, and out of summer, in shorts and longs stays • Couple without children, who like shorts stays, apart from period in mid-‐july and mid-‐august • The upper and middle socio-‐professional categories • 30 years old and more • Staying at commercial accommodations • Who have never been to Gironde before
English Target An English urban population, mostly couples with or without children, from 25 to 45 years old, quite wealthy, who look for gastronomy, culture, sun, and especially variety. Retired people who will visit Gironde for the first time, for holidays or to invest in real estate. They all have a certain image of France, made up of quality, values and heritage.
According to a study TNS Sofres ( 2009 ), the resources allocated to the holidays slightly progressed during last year, with an average 2 206-‐euro budget per household. The British are the most wealthy European tourists, while the French and Spanish people are the only ones to see their budget going lower.
On the other hand, the Sterling Pound was recently depreciated compared to the Euro, forcing most of the English people to change their plans for summer. Some decided to stay in the United Kingdom. And others, already settled in France, chose to leave the country. Nevertheless, France remains their favorite place for holidays, vacations and investments.
Our Positioning : Generosity. The Gironde is a place where everyone can do and see everything.
The Concept we found : The Gironde is just like a pretty, curvy young woman.
We began with a rude parallel, and finally we took it seriously, to personify the Gironde. The idea is to make people feel like coming to Gironde, by playing with the woman's curves and the generosity of the Gironde. Our creation will be full of promises.
The variants we propose : A good TV spot, a strong idea that will blow people's minds(that can be put online to buzz before). We found our inspiration on Sebastien Tellier's video for his Label Record Makers.
Synopsis : A pretty, not to thin young woman walks. During the all ad, we can only see her belly, waist and the beginning of her tights moving slowly.
She's having a walk across the Gironde. During her trip, we'll notice that we see landscapes behind her mouth-‐watering curves.
First the Bordeaux Saint Jean train station, then a wave falling on the Lacanau beach during the summer, the Place de la Bourse in Bordeaux, the vineyards,
the Gironde's estuary, the natural parc, the Blaye's citadel, the Garorock festival and finally kilometers of sands, at the Dune du Pilat.
The young lady changes clothes and nail polish each new shot. The lights are constrasting and various.
During the ad, an handwritten message will appear, as if it was a postcard. "Gironde, landscapes change, generosity remains".
To emphasize the idea of wealth and change of environment in the same place, the rythm of the spot will increase.
We could hire a well know director who made great videoclips. He could produce a dynamic and beautiful film.
En résumé Le positionnement étant la générosité, nous avons décidé de partir de la polysémie certes un peu grossière, mais pleine d'inspiration, du mot gironde, qui désigne à la fois le département et un adjectif utilisé pour qualifier les formes d'une femme.
Le spot que nous avons conçu met en scène une jeune fille dont on ne voit que le ventre. L'ambiance sensuelle et esthétisante servira l'image du département, de concert avec le changement de lieux.
Concrete Strategy Media TV Concerning TV, we decided to broadcast our commercial on French channels CanalPlus, France 4, Paris Première and Teva, during large audience programmes.
Internet We will buy promotional inserts to promote the casting : (glamour, deezer, facebook) Videos will be intergrated in specific websites (20minutes, lepost, koreus). The video will be sent to bloggers and to websites specialized in spreading buzz (koreus, 10minaperdre, bienbienbien, le rewind, chauffeur de buzz, sitebuzz, twitter and facebook posts).
A website will be created : www.girondegenereuse.fr. Our entire campaign will be transfered on this website. It will inform the users about the county's currents affairs and new events.
There will be several categories : • A presentation of Gironde and all its generosity • A Holiday category which will enable the users to reserve the entire trip online (avec des
formules personnalisables) • Special offers of low cost last minute trips will be proposed. • There will be a category concerning good deals(bons plans?) and will take current affairs into
account • People will be able to find the whole campaign et to be part or the casting « Be the Gironde's
next bellybutton » and the « remake » video contest as well. Partnership with the blog « Why travel to France » : http://www.whytraveltofrance.com/ Create a neditorial advertising content dealing with the commecial and the campaign of Gironde. PT Ford would describe what he prefers in Gironde in an article.
Press
20 Minutes is the first french daily newspaper : 2 675 000 people read it everyday. It's the most read paper for women, upper socio-‐professional categories, working people, Francilians and less than 50 years old. 712 000 readers per day belong to PREMIUM catgories, as senior executives, rulers and wealthy households. Its the 2nd most read paper for this population.
Public is the youngsters (less than 35 years old) favorite feminine tabloïd.
• 428 220 people buy it every week • On the 3 million people reading it every week, 2 millions are women. • 70 readers on 100 are under 35 years old. Public talks about celebrities in a feminine way, and offers a playful and dynamic layout.
UK Media Strategy TV
Launched in 1982 as a commercially funded public service broadcaster for audiences not served by the BBC or ITV, Channel 4 is and always has been different. It takes creative risks that others avoid. It offers fresh perspectives for a diverse society. And it does it on a big enough scale to make a difference, not just to British media, but to Britain itself.
Channel 4 has a strong brand image being seen by ABC1 16-‐44s as being more trend setting, controversial (in a good way), provocative, innovative and ground breaking than any other terrestrial channel.
Due to our challenging and alternative programming, Channel 4 resonates particularly strongly with young (27% 16-‐34 profile compared to 24% for average UK adult*) and upmarket viewers (44% ABC1 profile compared to 41% for average UK adult*). In addition, among ABC1 16-‐44s, Channel 4's advertising is seen as more relevant than any other terrestrial channel.
ITV is the biggest commercial television network in the UK, broadcasting the most talked about television and making a major contribution to the UK’s culture, economy and communities.
Travel Channel (UK) is a British satellite television channel which is available on Sky Digital channel 251 along with a one hour time-‐shifted (+1) service on channel 252. It is focused on entertaining and informative lifestyle and travel programmes. It explores every facet of travelling experiences, from destination and leisure guides for holiday planning, to insightful documentaries about cuisine, culture, nature, shopping, architecture and traditions. Programmes are focused on different countries from every corner of the globe, and encompass different types of travel such as backpacking adventures, culinary quests, eco-‐friendly holidays and luxury getaways.
En résumé Nous avons choisi ces trois chaines car elles enregistrent de fort taux d’audience ce qui nous garantit une visibilité maximale auprès de notre cible anglaise hétérogène.
Cela permet un impact conséquent sur un public non seulement aisé mais friand de séjours à l’étranger.
Press
The Guardian is the only full-‐colour national daily newspaper in the UK. It’s one of the most modern and vibrant newspaper in the country. The Guardian’s vision is to offer independent, agenda-‐setting content that positions us as the modern, progressive, exciting challenger to the status-‐quo. The Guardian is consistently innovative, actively encouraging debate and exerting influence. Monday to Saturday the Guardian provides unrivalled coverage of a range of topics and issues.
Compared to all other quality dailies (including the FT), the Guardian boasts a higher proportion of ABC1 adults, ABC1 Women age 25-‐44 and ABC1s with a terminal education age of 21+.
Available in 16 urban areas across the UK, Metro is the number one paper for Urbanites. It deals with political, economic current events, sports, fashion, travel, technologies and celebrities.
Active people are the main target. People choose to experience the ‘Metro Moment’ every morning as an essential part of their morning commute.
It’s designed to be a concise read and contains bite-‐sized national and international news wrapped around local information, entertainment previews, weather and travel.
Metro’s distribution is targeted, circulating 1.3 million copies a day with a readership of over 3.2 million. Newspapers are distributed on public transport networks (trains, trams, buses and underground) and in high-‐traffic commuter zones of urban centers in major cities, places inhabited by Urbanites.
En résumé Ces journaux quotidiens gratuits sont distribués en masse dans les rues britanniques, ce qui nous donne un gage de visibilité maximum. Ils possèdent de plus une certaine notoriété qui leur donne une image de référence sur le marché de la presse.
Off line promotion Casting « Devenez le nombril de la Gironde » (« Be the next Gironde's bellybutton ») Young girls and women from Gironde can take part in a casting consisting in becoming the next « belly » of the campaign. The casting would be announced on the Internet and thanks to billsticking in principal cities and seaside stations of Gironde. A shortlisting will be done during online registrations. An editorial advertising content will be published in Public Magazine, to promote the Casting.
What you'll read on the announcement : « You live in Gironde? You are between 18 and 25? Be the next Gironde's bellybutton! » Now on www.girondegenereuse.fr!
Our goal here is to bring different websites to relay the campaign. We also want the Girondins to talk about this casting. Thanks to this online promotion campaign, the Girondins will appear attractive.
En résumé Nous allons organiser un casting pour élire la future égérie de la campagne. Cette élection se fera suite à une présélection via internet, puis la gagnante sera choisie lors d’un évènement organisé sur la plage durant l’été. L’objectif ici est de faire parler de notre campagne via internet et le bouche à oreille, en mettant en avant la population girondine.
Video competition on the Internet ; « Shot the Gironde's commercial again! » The aim is to propose the web users to shot the commercial their own way, adding humor and choosing places and landscapes we will see backside.
They can win a trip in Gironde for four people for a week.
Partnership with travel agencies: We plan to rent a database of major travel agencies of England. An e-‐mailing will be set up inviting them to promote the department by relaying the campaign.
The most effective agency for travel bookings and accommodations in Gironde will earn an exclusive partnership and enhanced visibility during our actions in British airports and railway stations. The aim is to have a credible intermediate between the targets and Gironde, which will relay our communication in an effective way.
En résumé Nous allons louer une base de données regroupant les principales agences de voyages d’Angleterre afin de leur proposer un « challenge ». L’agence qui effectuera le plus de réservations vers la Gironde deviendra notre partenaire exclusif lors des évènements organisés en gares et en aéroports. L’enjeu est d’avoir un intermédiaire crédible entre la clientèle visée et notre département qui relayera notre communication de manière efficace.
County artistic contest: "The Girondins offer their department” Each Girondin will be invited to represent (by drawing, painting or photography) his favorite place in the department. The best creations will be exhibited on the website.
The action will be promoted through posters in town halls, cultural centers, associations, multimedia library and youth clubs. The objective which meets this action is to fight the negative reputation. The goal is to fight against the negative image of people from Bordeaux and Gironde.
En résumé Par un concours de peinture, de dessins, de collage et de photographie, chaque girondin serait invité à représenter son endroit préféré du département. Les plus belles créations seraient exposées sur le site. L'objectif est de lutter contre l'image négative des Bordelais et Girondins
Final Casting "Gironde's next bellybutton" The final cast will gather a hundred of young girls living in Gironde. It will take place in Lacanau beach during the summer. The opinion of the tourists will count into the final decision, together with a panel of beauty professionals.
Events in stations and airports: Montparnasse, Orly, London Luton, London Stansted, Waterloo Station, Victoria Station, Station King's Cross.
A stand will be decorated with a tumble of spot picture. Hostesses will be posted next to the stand, wearing their t-‐shirts and sweaters cut under her breasts so people can see their bellies.
They will give away brochures promoting the department, a variation of the spot at visual level.
A draw would be established : one removable entry form will be useable on the brochure. The winner would have a free trip to Gironde for a week.
On the stand there would be a banner on which people will read "Belly-‐up to Gironde!" To belly-‐up is an idiomatic verb meaning to approach slowly.
Our goal here is to touch a traveling target, in an original and funny way.
En résumé Nous installerons des stands décorés d'un pêle-‐mêle de captures du spot, auprès duquel seraient postées des hôtesses qui porteraient leurs t-‐shirts et pulls découpés sous les seins, afin qu'on puisse voir leurs ventres. Elles seraient chargées de distribuer des plaquettes touristiques de présentation du département, qui seraient une déclinaison du spot au niveau des visuels. Nous mettrons en place un tirage au sort qui permettra au gagnant de remporter un voyage tout frais payés en Gironde. L’objectif de cette action est de relayer de manière originale notre campagne, afin de toucher au mieux notre cible de voyageurs.
Planning
Costs