Funds are collected on packages in stations

All the French mountains are an image and a possible more readable signature international to seduce a clientele very courted. The reflection is already committed several years but leads to tangible actions. This is the case of the Jura mountains. 85 of the French know position on a map but a blur administrative and territorial remains around its highs. And for good reason. It is mounted on two countries (the France and the Switzerland), two regions (Rhône-Alpes and Franche-Comté), three departments (Ain, Jura, Doubs), not to mention more than 900 municipalities.

The collective of the regions and departments concerned therefore has a name, the mountains of Jura. "They are known in winter for their records of cold to Mouthe and three of their stations, Metabief, Les Rousses, Jura Mountain." "Is less known that their forests still hide the lynx, practice skating on frozen lakes, landscapes that Air Canada's North", explains Wyllis Snell, Associate Director of the Agency DDB Travel & Tourism. Places are are therefore offered a signature, "legends born here", and the evocative visuals of a magical universe. "To potential clients, we convey the idea that do not rely on the sometimes austere appearance of our mountains and our"montagnons", the people," he continued.

The strong link in the action plan marketing of EUR 500 000 per year agreed by the Diact (ex-Datar) in support of the development of the massif is the mountain-du-jura-com Web site. By focusing on the Internet, it's targeting a younger, more urban and more affluent population. 45,000 people have subscribed to "the e-letter of the montagnon. "With a budget cut, we want to emerge from the concert of tourist destinations and differentiate us from the dominant Alpine model," said Wyllis Snell. Communication assisted by committees departmental and regional tourism through such posters or postcards.

The results are already successful: two studies conducted by TNS Sofres in 2004 and 2006 showed a progression of reputation of 8 points on basins of customers of Paris-Ile-de-France, North and East, and 7 points to associate professionals and executives. The score remains to fine-tune: with a satisfactory global notoriety of 88, however behind the Alps, the Pyrenees, the Vosges and the Auvergne, the problem of the Jura mountains remains one of the low reputation of the sites that make up.

Same brand strategy unique for the Savoie and Haute-Savoie, under the evocative banner of the "Savoie Mont-Blanc". Presented last summer to operators of tourism of the two departments, this name has made its entry to the public this fall with the objective to make it a destination of reference here to four years. The Assembly of the country-of-Savoie, which unites the two General Councils, had decided two years already, to establish a common tourism tool and assign missions strengthened in the House of Savoy, based in Paris.

Actions online

Framing marketing carried out with the firm of Comanaging studies against international competition has led to a strategy for 2006-2010 for markets located within three hours (rhônalpin, Geneva, Council of Ile-de-France, European). Among the strong points: the quality of the environment, the break from the urban pace, "resourcing", star-shaped restaurants. But constraints must also be taken into account. The very competitive environment with the Austria, the Switzerland, the Italy, but also the countries of Eastern Europe is accentuated by the use to which the vacationers have Internet.

Another brake: a poor perception of the quality-price ratio, with cramped accommodation, expensive ski packages and a winter school holidays sur-fréquentation. Hence the need to spread the flow and enhance the image through increased resources.

The Savoie and Haute-Savoie is even more obvious that the customer is no difference between the two departments and the mont Blanc is undeniable added value to the international. It results in the birth of a "icologo" (image Word) created by the Lyons agency Médiapack. A sign in the form of smile evoking the Lakes, the mountain, the home, and the white and red cross traditional Savoie at the centre of the logo reminiscent of the identity of the territory. The slogan "simply wonderful" positions the destination. A campaign of mass media (400,000 euros in budget in addition to the annual allocation of 1.7 million devoted to marketing the two General Councils) with for theme "find your soul of child" is based on opportunities for advertising at lower cost. It is relayed by actions online on the Internet-Savoie-Mont-Blanc platform and a communication to 5,000 professional tourism.

Other massive have their weapons. As snow Catalan which brings together the 8 stations of Pyrénées Orientales. For the moment, a portal refers to websites stations and 30,000 edited brochures make reference to this common denominator. Catalan snow also displayed their presence on twelve tourism fairs. Funds are collected on packages in stations. But already, the professionals are working to strengthen the communication strategy. Thus from 27 January to 3 February will be organized the World Championships of journalists, a way of pointing the spotlight of the media on this territory!