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Goal

Develop the attractiveness of the city for “Millennials” with original content and a very limited promotional budget

Strategy

  • Creation of an Instagram page in French
  • Editorial strategy: mix of inspiring content / visual, tourist information and “community messages”: user content (UGC), series of dedicated hashtags, poll, contests, live interviews with Chicagoans …
  • Organization of an operation with key influencers: @marc_nouss , @ Wonguy974 , @ SuperChinese801 , @Mary_quincy and a Choose Chicago follower invited to a special contest, @phil_a_paname .
  • Covid-19: Live sessions with key influencers or with Chicagoans, to “get closer” to the community.

 

During the confinement, Express Conseil organized a series of digital meetings around the theme of sustainable tourism where to learn and share the best ideas and practices for an evolution of tourism towards a better respect for people and the planet, in harmony with the aspirations of travelers.

Episode 1: Eco-responsible accommodation

Episode 2: City Breaks

“As an agency, we want to show solidarity and support destinations or organizations whose budgets have been reduced or eliminated, clients or not. We also want to make a small contribution to supporting all tourism stakeholders and the media, by continuing to provide them with information that is useful for them to prepare for the recovery.»Declares Valérie-Hélène Toutain, who took over the management of Express Conseil in January 2020.

 

 

 

 

 

 

 

 

During the pandemic, Express Conseil organized webinars for tourism professionals to take them virtually to the heart of Shizuoka Prefecture, Japan.

1st episode: Shizuoka, another vision of Mount Fuji, off the beaten track

2nd episode: Secrets of Shizuoka’s green tea

Goals :

– Increase the notoriety of the province, by positioning it as a destination off the beaten track to discover Mount Fuji.

– Generate new contacts

Much more than a simple online training on the strengths of the destination, but a total immersion thanks to videos produced by local tourism players (receptive, hotels, museums, etc.), especially for the occasion.

The 2nd episode was devoted to green tea, a major asset of the Shizuoka prefecture, which is home to 40% of the production of Japan. All the secrets of Japanese green tea have been revealed: history, economy, benefits, tea ceremony, video tutorial to learn how to make a perfect Japanese green tea.

And of course, different suggested itineraries around Mount Fuji and green tea.

Results : this enabled the Shizuoka prefecture to be presented to more than 200 tourism professionals. 5 new routes including Shizuoka were created following the webinars.

 

Objective of the tourist office of Portugal:

-promote lesser-known regions

-show all the facets of Portugal

New look at Portugal by highlighting the design and craftsmen of Lisbon in MilK Decoration.

6 pages dedicated to Portuguese design and 6 pages dedicated to the city guide.

Express Conseil organized a press trip for the Figaro Travel in Alentejo, a still little known region which has so much to offer.

Digital and social advertising campaign plan

Goal : generate travel intentions and reservations in Louisiana

Express Conseil has established a strategic advertising campaign plan to reach the various targets likely to be interested in Louisiana over three months, during the peak booking period. (negotiation with advertising agencies, implementation, creation of content adapted to the targets, etc.)

 

Elle.fr

Website of the feminine lifestyle magazine.

The Louisiana video will also be broadcast on 4 high-audience media sites targeting visitors interested in tourism:

  • Public.fr
  • Femina.fr version
  • Télé7jours.fr
  • FranceDunday.fr

Easy voyages.com

Travel marketplace with 4.7M unique monthly visitors.

  • A display on the home page for 1 week
  • A square advertisement in rotation for 1 month
  • An article on the news page
  • A dedicated Newsletter with selected targets (sent to 500,000 pax)
  • Social media posts (FB: 1.6M and IG: 58K): one on FB redirecting to the article and one on FB and IG redirecting to a Louisiana product.

Reach: more than 2 million people

Lastminute.fr

The first pure player of travel in France (10 UMV)

Format:

  • A micro-site dedicated to Louisiana with an article, photos and videos.
  • A dedicated newsletter sent to 120,000 subscribers
  • 4 advertisements redirecting to the Last minute’s Louisiana microsite
  • A Spotify playlist
  • Social media posts

Total Impressions: 1 million