Growing a moustache
Publié le 18 April 2025 par su_laetis
In 2014, the organisation of the area was turned upside down with the move to a larger conurbation, from 16 to 49 communes. This major change in scale prompted us to start thinking about a new brand platform adapted to this new territory.
A brand platform adapted to the area
The Brive 100% Gaillarde brand is intended to be a brand shared by all the municipalities in the conurbation. Shared values, shared actions, shared ambition: to promote the destination based on the assets of the 49 communes.
The brand platform has made it possible to highlight a specific feature of this area, which has neither sea nor mountains: its inhabitants and their temperament, their strong character! Working with local stakeholders to define the brand's values and personality has therefore focused on this specific feature, which is a real differentiator when promoting a region.
Energy, vigour, ardour, pugnacity, team spirit, simplicity, sincerity, pride that can sometimes be pride, epicureanism to the point of excess: that's what being Gaillard is all about! We put all our energy into serving the region, and we want to be seen as a loyal friend who is a pleasure to spend time with. We strive to make our values as contagious as possible and convert our visitors into fervent ambassadors of our region and its 100% Gaillard values.
What makes us different and our strength is our people! Since 2014, these elements have been the solid foundations of the destination's communication and promotion.
Photo shoots to promote the brand and its ambassadors
Over the last three years, photo shoots have become an important part of the brand's life. As with a 'classic' brand and boutique, they provide an opportunity to present the new collections (3 or 4 a year). These shoots are also an opportunity to showcase our ambassadors, who are models and partners and/or key sites in the destination.
A spectacular shoot for 2021
This year, with covid 19 as our new guest, we wanted to go one step further and innovate our offer. Above all, we wanted to dream and bring magic to our community with an even BIGGER shoot. We needed an exceptional setting and special models.
A few years ago, we met the Cie Hervé Koubi for an interview about their latest show and, as they say, "it went boom"! We entered their unique world and got to know a real team with a history and universal values. This world-renowned company has its roots in Brive, where it meets up between its many tour dates. It was founded and is directed by Hervé Koubi himself, who was awarded the Chevalier des Arts et des Lettres in 2015.
We swore that one day we'd get together on a project, and what better way than to link our two universes, which are so close, through a joint shoot?
Once the project was decided, we had to find an exceptional location to host this very special project.
A boutique dedicated to the 100% Gaillard brand
Once this had been defined, it was impossible to communicate in the traditional way! That's why we're working on a range of textiles and related objects. The idea was to use these objects to embody the values of the brand and create an opportunity to get the word out about the destination.
Given the success of these materials and following the redesign of the brand platform in 2014, a 100% Gaillard boutique dedicated to the brand and its products was created, adding another string to the communication bow. The strategy is based around two main challenges:
- Fostering a sense of pride in belonging and turning residents into ambassadors for their region through the destination brand.
- Win over and attract external targets (tourists and expatriates).
The "Moustache Touch", defined as a label of pride and dynamism, also involves promotion and events. This is done through participation and sponsorship of major local events: Foire du Livre, Brive Festival, Festival de l'élevage, etc. It is also done through charity events such as octobre rose, sidaction, competitions and photo shoots.
The exceptional setting of the Château de Hautefort
The aim of this shoot was to highlight our beautiful destination and its values through the aura of the dancers from the Hervé Koubi company and our textile collections. We decided to turn to an exceptional location: the Château de Hautefort.
Set on a rocky outcrop, Château de Hautefort is an ancient medieval fortress that was transformed into a residence in the 17th century by the Marquis of Hautefort. Embellished by the addition of a formal garden and landscaped grounds in the 19th century, it is a unique site in the Périgord region, combining the splendour of nature and the majesty of the architecture with a culture of refinement handed down through the ages.
The meeting of two worlds
We've experienced an exceptional moment, a meeting of minds, and this meeting is the story of men and the story of stone.
They deserve each other. It has been a long road, sometimes fraught with obstacles for both parties, but today, strengthened by their past and their determination, they are shining.
The refinement of the architecture and the grace of the suspended gestures, the power of the muscles and that of the building, the beauty of this castle and that of these dancers, this shared strength whose discipline is evident on a daily basis...
We brought two worlds together on a sunny day, the moustache was beautiful and so were the memories.
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