Home of Lorànt Deutsch
Publié le 18 April 2025 par su_laetis
Here's a closer look at one of the content production initiatives carried out in February 2021, the creation of an À toute berzingue video presented and hosted by Lorànt Deutsch. Heritage, humour, history, simplicity and passion: the perfect combination for a successful promotional campaign for the destination! All the ingredients have been brought together to create a campaign that makes sense in terms of the values of the Brive 100% Gaillarde brand. It's also consistent with the work we do on a daily basis on our major communication axes: local products, major events, outdoor activities and heritage.
À toute berzingue: what is it?
It's the history of the biggest cities in France and elsewhere in 5 minutes flat, presented by Lorànt Deutsch.
In his columns, the host acts as an ambassador for the history of France's cities. The tone is friendly, relaxed, spontaneous and passionate, all in video clips created with authenticity, education and humour in mind. The concept appealed to us straight away, so we put everything in place to make it happen.
Lorànt and his team came to the Gaillarde region for two days of filming, at full speed of course! A marathon of history, kindness, laughter, encounters and a Gaillard makeover (complete with items from the 100% Gaillard boutique). Later, Lorànt left and all we had to do was wait impatiently for the video to be released, but the operation couldn't stop there.
A global communications plan
The appearance of this atypical personality gave us the opportunity to devise a global communications operation: before, during and after the video's release.
Maximising the impact of Lorànt Deutsch's appearance
A communications plan was drawn up to tease out Lorànt's appearance and then create a story around his presence in Brive. Posts on social networks (Fb @brive100gaillarde, Instagram @brivetourisme), invitations to the local press and local Instagrammers to attend the filming, an offbeat interview conducted by the Brive Tourisme teams... We tried to maximise the impact of this personality's visit to the region and take advantage of the media spin-offs before the video was released.
Involving local partners
The main aim of this operation was to promote the town of Brive and the Gaillarde destination. Throughout the project, we worked with our local partners, the town of Brive and the CAB rugby club, so that they could use Lorànt Deutsch's image in their own communications. This operation enabled each of them to produce video inserts: player renewal announcements for the CAB, inserts for the Brive town archives. In this way, everyone was able to benefit from the positive influence of Lorànt Deutsch's personality. As well as promoting the region, we see this kind of operation as a catalyst for local projects.
All in all, a successful operation for Team Gaillarde! We made the most of this operation, enabled our local players to benefit from it and, above all, put the Gaillard region in the spotlight before, during and after the video's release!
The operation in a few figures...
- Views of the video on Lorànt Deutsch's Youtube channel: 60338
- Posts on social networks: 150,541 people reached and 15364 interactions
- Article on the website: 416 views
- Press: more than a dozen local articles (La Montagne, France 3, La Vie Corrézienne, Totem, BriveMag, Brive.fr)
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