Communication campaign in France – Basquetour
Year
2016
Client
Basquetour (Spain)
Applied services
Communication, advertising
The project
A communication campaign aimed at French travelers.
The challenge
According to French people, it is said that the Basque Country is situated in France. And yet for the inhabitants of the “hexagon”, the Basque Country (Euskadi-Pays Basque), on the other side of the Pyrenees, is still lacking image, renown and positioning from a tourism point of view. With the aim of increasing the notoriety of the Euskadi-Pays Basque brand in France, a strategy of 3-5 years has been drawn up, which has decided:
- To summarize press written and online info-mediation resources.
- To prioritise themed media.
- To prioritize prestigious media in each theme or topic.
- To prioritize media that contains editorial and visual contents.
- To prioritize media that allows direct and personal contact with the editor and their editorial office.
- To prioritize media that pays attention to its contents.
- For written press material, to prioritize media with long lifespan for each copy.
Actions taken
- The identification of communication media that complies with the established requirements within the strategy indicated and that are the most appropriate to undertake the campaign.
- The negotiation of the global communication device that will be put in place with each of the providers.
- The management and coordination of the operation’s execution together with the media and client.
- The monitoring of these actions and reporting to clients.
The result
An 8 page advertising feature in the magazine Désirs de voyages.
An 8 page advertising feature in the travel magazine A/R Magazine.
Display campaign and editorial content on the homepage of tourism info-mediation company Easyvoyage.com.
Display campaign and editorial content via the online tourism guide routard.com.
