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Pure Light on the new Côte d’Azur France 2022 destination campaign!

SPOTLIGHT ON THE RENEWAL OF TOURISM ON THE AZUREEN ! Reopening of Terminal 1 at Nice airport, new airlines announced… international tourism is actively reviving on the Côte d’Azur. In support of the sector’s economic activity, the Côte d’Azur France Regional Tourism Committee (CRT) is unveiling a brand new destination campaign aimed at immediately stimulating demand for the Côte d’Azur France destination.

Federated under the Côte d’Azur France brand, this campaign was built thanks to the involvement of the Alpes-Maritimes Department, the CRT’s main funder and all the funding partners, including its members Antibes Juan-les-Pins, Cannes, Grasse, Nice Côte d’Azur, Mandelieu-la-Napoule, Menton Riviera & Merveilles but also Biot, La Colle sur Loup, Le Cannet, the Mercantour National Park, Mougins, the Pays des Paillons, St-Paul de Vence , Valberg, Vallauris-Golfe-Juan ; and with the assistance of the Nice Côte d’Azur CCI, the hotel syndicates, the Nice Côte d’Azur airport, Atout France and all the territories of the destination.

When the Côte d’Azur presents itself to its future visitors.

Driven by the CRT Côte d’Azur France, chaired by Alexandra BORCHIO FONTIMP and led by Claire BEHAR, its general manager, this new ambitious awareness campaign gives pride of place to digital and image, that of a Côte d’ Secret and contrasting azure, conducive to escape and emotion. With a budget of €500,000 and perfectly meeting the current expectations of tourist customers, it incorporates an ambitious system on digital channels based on levers of notoriety, consideration and conversion (incentive to book nights and activities) with the French, European local and long-haul markets, targeted because of their potential and responsiveness to the restoration of connectivity.

So beautiful, so close. pure #cotedazurfrance: a new campaign for an image renewal

Dynamic, active, unexpected, sublimating all the desires and practices in terms of sport, water sports, culture, gastronomy but also local produce and ecotourism… the brand new Côte d’Azur France campaign imagined by the communication agency Pôle Company aims to make known and sublimate all the purity, authenticity and uniqueness of the destination in its Sea – Mountain contrast. From the peaks of the Alps flowing into the Mediterranean, to the crystal clear waters bordering the creeks, gorges and islands of the Riviera, passing through the rivers, perched villages, valleys and wonders of the Mercantour National Park, the scenery of the Côte d’Azur constitutes the perfect playground for experiences combining nature and authenticity. A décor that is as surprising as it is unique, combined with an incredible art-de-vivre that is communicated and shared. Intensely enjoy life in the open air, (re)discover an environment whose richness we did not suspect, travel more responsibly, consume local products and reconnect with nature, live and share unforgettable experiences.

Pure Relaxation, Pure Light, Pure Beauty, Pure Emotion, Pure Nature, Pure Sweetness… six catchphrases, six generic variations for a pure and authentic Côte d’Azur with a thousand facets that awaken the senses and arouse emotion #CotedAzurFrance.

Through this creative concept, and through a video spot available in four languages ​​(French, English, Italian and German), 6 generic Côte d’Azur France visuals and 16 partner visuals, the Côte d’Azur thus affirms its entire identity, its beauty and unique lifestyle.

Through this creative concept, and through a video spot available in four languages ​​(French, English, Italian and German), 6 generic Côte d’Azur France visuals and 16 partner visuals, the Côte d’Azur thus affirms its entire identity, its beauty and unique lifestyle.

Awareness and conversion, an agile digital system targeting high-potential strategic markets

Faced with demand from public and private partners, in a context of international recovery and in an increased desire for flexibility in the face of the current health and geopolitical situation, the Côte d’Azur France 2022 promotion plan is based on a digital strategy skillfully combining campaigns of notoriety and conversion around two major aspects:

  • A REPUTATION COMPONENT multiplying the digital contact points and targeting local French and European markets (in particular Belgium, Switzerland, Great Britain, Italy and Germany). This device includes:
    • A Côte d’Azur France campaign mini-site highlighting the 16 destination partners and available in French, English and Italian,
    • The broadcast of 1.5 million video spots on the French Replay platforms MyTF1 and MyCanal,
    • A large display campaign combined with the broadcast of campaign video spots opening articles (preroll) on Premium news sites (Le Point, La Tribune, L’express, BFM, Challenges, Huff Post, France Inter, etc. .), Regional Daily Press (Midi Libre, La Dépêche, Le Parisien, etc.), weather forecasts, as well as CSP + women’s media (Grazia, Marie-Claire, Cosmopolitan, Elle, Vanity Fair, etc.) in France, Belgium and Switzerland with 5 million expected impressions.
    • An ambitious digital campaign deployed on social networks (Facebook and Instagram) including nearly 8 million advertising impressions combined with the organization of a major digital game #CotedAzurFrance in May 2022,
    • A SEA Adwords referencing campaign,
    • Email campaigns conducted with a qualified file of 150,000 French prospects with high purchasing power,
    • Editorial web partnerships, display campaigns and contests with leading women’s press media: Elle (French and Swiss versions) and Marie Claire,
    • Affinity marketing actions towards the sports, outdoor, ecotourism, culture, flowers and perfumes and water sports segments,
    • But also prescription actions including press and influencer reception, press e-news, canvassing editorial offices and audio-visual production agencies, press workshops, etc.
  • A CONVERSION SECTION benefiting from public-private co-financing to stimulate reservations in the spring on the local national and European market via partnerships with major operators:
    • distribution: Expedia (United Kingdom and United States), TripAdvisor (Germany and Italy), Checkfelix Kayak (Austria) and Ticket (Scandinavia).
    • from the air: device “ Fly2CotedAzur » reinforced through various partnerships with Condor (Germany), EasyJet (Italy), Delta Air Lines and La Compagnie (USA).
    • and rail: SNCF Connect (France) for night trains.

In an international context marked by the current health and geopolitical crisis and faced with the prospects offered by the reopening of terminal 1 at Nice Côte d’Azur airport and the arrival of new airlines to our destination, more than ever, the digital appears to be the essential tool because it offers the necessary adaptability and flexibility to the strategy developed by the CRT Côte d’Azur France. Through its visuals, content and format, this ambitious destination campaign developed by the CRT and its 16 partners on the Côte d’Azur fully meets the expectations of the tourist clientele for which it is intended. In a logic of permanent adaptation of our strategy to market developments and demand, while offering support for the reservation of overnight stays for our Côte d’Azur tourism professionals, the precise targeting enabled by this digital campaign will fully meet the challenges of recovery. of our tourism economy #CotedAzurFrance. Alexandra BORCHIO FONTIMP, President of CRT Côte d’Azur France.

The CRT Côte d’Azur France mobilized to stimulate demand and support the resumption of air traffic

The destination campaign thus presented supports the numerous missions carried out by the CRT teams aimed at national tourist customers and strategically targeted international markets because of their potential and responsiveness to the restoration of connectivity.

With a resumption of professional missions for tour operators, travel agents and the national, local European and international press, the CRT Côte d’Azur France has beefed up its recovery system.

Among the missions carried out or scheduled:

  • 5 missions aimed at national customers: a federated presence with the Côte d’Azur destinations at the general public fairs Tourissima in Lille (from February 25 to 27) and Mondial du Tourisme in Paris (from March 17 to 20) and at affinity fairs such as as the Salon de la Plongée in Paris (from March 11 to 14), the Salon du Randonneur in Lyon (from March 25 to 27) and the Salon Run Experience in Paris (from March 31 to April 02)
  • 5 missions aimed at local European customers including press operations including a virtual Mediatour with the Italian press and influencers (January 27, 2022), participation in the IMM (International Media Marketplace) press workshops United Kingdom (organized in London on March 14 and 15, 2022) and France-Belgium-Luxembourg (organized in Paris on March 16) ; as well as missions for tour operators and agencies, including professional canvassing “ Slow-Tourism “Austria-Czech Republic (February 28 – March 03, 2022) and a future mission” Cote d’Azur France Festival Week in the UK (23-28 May 2022) produced with Atout France UK and the Institut Français.
  • 4 missions to targeted long-haul markets because of their high potential for the destination and in support of the resumption of direct airline routes from Nice Côte d’Azur airport.
    • Middle East – Marhaba Workshop (March 10 and 11, 2022): Organized in the France Pavilion at the Universal Exhibition in Dubai with a delegation of private and institutional partners from the Côte d’Azur, this two-day workshop highlighted new of the Côte d’Azur.
    • International – Fair “ Appointment in France » in Nantes (March 22 and 23, 2022): The CRT Côte d’Azur France and its partners on the French Riviera presented the new features of the destination to the 500 international tour operators present.
    • UNITED STATES – Mission “ 48 hours Côte d’Azur France in New York (April 12 and 13, 2022): Historical and high-end market of the Côte d’Azur destination, this two-day pro and press mission in the United States will be carried out with around fifteen public and private partners and will come in support for the relaunch of direct routes operated by Delta Air Lines, United Airlines and La Compagnie.
    • Canada – Canvassing Pro Côte d’Azur France – Canada (April 24-28, 2022): In the context of the takeover of airlines by Air Canada and Air Transat, this mission aims to canvass the travel agency distribution network of airlines in Toronto and Montreal.

As always attentive to changes in market opening conditions, our action plan once again demonstrates its agility and responsiveness. The restart of international missions responds to an increased need for support for the resumption of air traffic and the companies that have chosen our destination Côte d’Azur France. The objective is to actively stimulate demand with targeted actions allowing a sustainable and seasonally adjusted relaunch of our destination for our Côte d’Azur tourism professionals. This is to ensure the prosperity of the tourist economy, especially on seasonal wings. Alexandra BORCHIO FONTIMP, President of CRT Côte d’Azur France.

About CRT Côte d’Azur France
The Côte d’Azur France Regional Tourism Committee (CRT), chaired by Alexandra Borchio Fontimp, Senator of the Alpes-Maritimes and Departmental Councilor of the Alpes-Maritimes, is the official institutional body in charge of implementing the tourism strategy. promotion of the Destination Côte d’Azur France on the national market as well as internationally. Composed of three operational marketing divisions (Offer Marketing, Content & Digital Marketing and Sales Marketing), the CRT Côte d’Azur France implements around a hundred promotional actions each year in France and abroad. Manager of the Côte d’Azur France brand, the CRT is also in charge of developing the territorial brand strategy as well as its licensing program

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