"Cap or not cap: the challenges of the tourist office" is the title of the digital campaign launched on January 9, 2023 by the communication team of the Normandy Cabourg Pays d'Auge tourist office. A bold but original approach to promoting the territory and the socio-professionals who make it up.
1 campaign, 4 objectives, 12 challenges
In communication, there is no miracle recipe! The important thing is to know how to reinvent yourself!
It is in this state of mind that the communication team of the tourist office has developed its digital campaign promotion of the territory for 2023.
Called "Cap or not cap", this promotional action fulfills 4 major goals :
- Highlight the territory;
- Communicate around partners;
- Federate communities on social networks;
- Develop the sympathy capital of the tourist office;
The campaign is based on a content creation article made up of 12 challenges, for the 12 months of the year. For each challenge: one to several options are possible and for each of them, the territory and the socio-professional partners are honoured.
This approach makes it possible to approach several themes, under the suggestion of resolutions to be held. the sports, gastronomy, well-being are, among other things, addressed in compliance with the editorial line and editorial style, namely: relate happiness and the art of living in Normandy with a touch of sympathy.
A multi-channel campaign over 12 months
Launched on January 9 on Facebook and Instagram, the campaign runs throughout the year. The promotion is carried out through a multi-channel communication plan (web writing, publications on social networks, sponsorship, mailing, RoadBOOK, display) where several communication levers will be used to promote the dissemination of the campaign, at different times. .
The strong point : a 12-month action plan with monthly publications on social networks to create meetings and federate communities.
A campaign that is part of the overall communication strategy
Cap or not cap: the challenges of the office is part of the strategy for creating experiential content, introduced when the tourist office website was released in April 2022.
The article also initiates the launch of the editorial schedule for the year 2023 in which 12 articles, with various themes, (weekend ideas, gastronomy, activities to do solo, with the family, with your doggie) are already planned. to publication.
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