For the second year in a row, the Department of the Loire will be displayed in the corridors of the Paris metro from May 2 to 8. This display is the starting point of a major communication campaign led by Loire Tourisme and called “La Loire altitude”.
“Assert the ambition of the Department in terms of attractiveness and tourist development, develop the notoriety and desirability of the Loire destination, facilitate the association of the word Loire with our territory”, or even “nourish the tourist image of the Loire”: these are the objectives of this new communication campaign.
This year, the slogan is “La Loire Altitude”. “Based on the evaluation of the 2023 campaign, it is, again, a question of giving relief to each moment and particularly to the holidays; it is to see always higher, to rise, to go up a notch, it is also and above all the Loire with altitude located in the Auvergne Rhône-Alpes region and not in the center of the Loire Valley”, justifies Loire Tourism. The visuals selected for the 300 faces of the Paris metro display different visuals and a location map of the Loire in France. The goal is to create 29 million contacts. A poster campaign in Lyon will take over from May 15 to May 28 (in the metro and via urban posters), this time with some 17 million contacts expected.
Strong presence on social networks
The campaign also includes a digital component which is structured around three devices. The first will be a partnership with “Brut”, the first media on social networks which includes the production and distribution of a report on the practice of activities outdoor in the Loire alongside a brand ambassador, Arthur Forissier, French triathlete born in Saint-Étienne (target 300,000 views on Facebook, 100,000 views on Instagram, 1 million impressions on TikTok). The second digital device will be a targeted campaign on Facebook and Instagram and geolocalized (50 km around the main cities for each neighboring department as well as Île-de-France and Lyon (objective: 8.3 million impressions). Finally, last lever : a Google AdWords campaign, with distribution by keywords around the activities outdoor art of living and heritage… (40,000 qualified clicks expected).
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