The department launches a digital campaign
Vendée Tourisme has set up a digital campaign which has just started aimed at families and Millennials, with the secret hope of bringing back the “early bookings” which ensure a good start to the season and better cash flow. The first wave is called “La Vendée, where hearts meet”.
For families, the chosen theme is “ The Vendée, where hearts meet “, favorites, destination of the heart, return to childhood memories as a ” Magdalene by Proust “.
The two spots, the second of which remains to be refined, will be launched on social networks, national web media, on replay TV before programs with large audiences (TF1 and M6) and on segmented TV.
Three waves that intend to fill up on resas
The plan will unfold in three successive waves, each with a specific objective:
– Between the end of January and during February, it is a question of triggering advance reservations, the ” early bookings which are so pleasing to sales managers who can accumulate a secure portfolio;
– In March, the messages will be relaunched even though SNCF reservations will be open and will be able to further reinforce decisions if the ticket is purchased in advance,
– In May and June, it will be a question of stimulating last-minute sales, triggering late decisions motivated by the weather, available income and the desire to leave.
The pandemic has changed behaviors
Vendée Tourisme is launching a campaign to generate last-minute bookings. – DR Vendée Tourism
This three-phase strategy is justified by recent studies on post-Covid behavior and the experiences that families and young people may have had. According to an OpinionWay survey for Liligo, carried out from December 15 to 16, 2021, 52% of families would book between 3 and 5 months in advance and 25% between 6 and 8 months in advance.
To reinforce it, the Vendée Tourisme website will present a range of nearly 120 offers, tips or thematic stays at attractive prices in early booking, selected with the Vendée federations (open-air hotels, hotels and restaurants) and the Gîtes de France Vendée and Clévacances Vendée labels.
Tik Tok, Youtube and Instagram, favorite networks of Millennials
On the Millennials target, Vendée Tourisme will communicate from March on Instagram, TikTok, Youtube and on websites frequented by young people (konbini.com, letudiant.fr, allocine.fr, vice.com, topito.com, madmoizelle .com…).
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Vendée Tourisme wants to capture as many “First-minute” bookings as possible