“The “General Ragaillardissement

Publié le 18 April 2025 par su_laetis

The 2021 campaign "Ragaillardissement général" reaffirms the 100% Gaillard positioning and appeals to target customers.

Making an impression

Against a backdrop of still turbulent health conditions, Brive Tourisme, supported by its communications agency Léon Travel&Tourism, is presenting a new communications campaign to attract and reassure the region's target customer groups. Brive Tourisme's aim is to make an impression and strengthen its reputation among urban dwellers looking for a dynamic and varied offer, while uniting local players around the Brive 100% Gaillarde destination brand.

A multi-channel campaign

This advertising campaign is a truly multi-channel campaign. The campaign is based around 3 strong visuals that reflect Brive Tourisme's approach:

The desire to reaffirm the 100% Gaillard positioning and the values of the regional brand through the visual identity, and to do so in all the actions.
Work across the board with partners and provide a guideline for the Tourist Office's actions so that they have a positive impact on the destination.
To provide a positive response to the heavy health context: people need to get out and enjoy life: "to be rejuvenated".

The combination of this desire to reaffirm the 100% Gaillard positioning and the needs of our target clienteles in light of the health crisis gave rise to a battle cry, a unifying message for everyone:

"We' re going all out!

A number of initiatives have been put in place around these "punchlines".

Types of advertising campaign

Street advertising in Brive and surrounding towns

Périgueux, Limoges, Cahors: these towns have been chosen to match our social networking campaign targets. The aim is to have a strong presence in the mind by reaching our targets through different media.

Social networking campaigns in two phases

From May to June: targeting catchment areas near Brive (Bordeaux, Clermont, Toulouse, Limoges, Périgueux, Tours) with an initial seduction phase and a second retargetting phase where we put forward ideas for things to do in the area.

What's more, our social networking campaigns systematically link to the good tips minisite (www.bonsplans.brive-tourisme.com), where our targets can find a list of things to do in the region.

July and August: targeting residents and visitors staying in the area (up to 30km away) to promote things to do in the destination.

A Club 100% Gaillard communication kit sent to partners

We're making these communication tools available so that tourism professionals can play an integral part in the campaign and relay this strong message of "general invigoration".

Changes to the 2021 editions

Change of the base line on the cover, modification of the titles and headlines of the sections: more cheerful and insertion of the "General Rejuvenation" poster in the 2021 guide to good tips.

At reception

T-shirts in the "Ragaillardissement" colours for all staff, a banner on the "lighthouse" that houses the Tourist Office reception desk, and a pennant on our outside reception areas.

At the 100% Gaillard shop

We sell totebags, bar aprons and stickers.

Street marketing

For many years now, towns have been displaying the names of their destination brands in giant letters in their town centres. To take things a step further and be innovative in our proposals, we decided not to go for lettering but for a strong, unifying pictogram in keeping with our overall campaign. A 2-metre-high structure will be installed in the heart of the Gaillarde town at the end of June.

The street marketing campaign will also be complemented by two elements promoting our events: a giant postcard and a trompe l'oeil on the steps of the Place de la Halle, all with the visual dedicated to the "On recommence la bamboche" events.

All these highly visual elements should have a real impact on locals and tourists visiting the area. Their installation at the end of June and beginning of July will mark the start of what promises to be a promising summer season for the Pays Gaillard.

A word from Aurélien, the director

"We don't have the financial resources to compete with the big national destinations when it comes to communications, so we had to be clever to emerge on the market, attract tourists and build an impactful campaign. And fortunately, when you're a big shot, you're bound to be clever! So we came up with a multi-channel approach to our messages, in which each department of Brive Tourisme and all the professionals in the area could contribute their own sensibility, their own know-how and their own differences. And what better way at this time of year than to put people back at the heart of what we do!

Partager cet article

Ou partagez le lien