City of Sails
Assert an intergenerational positioning
Campaign
Social
Productions
Brief
In a context of electoral movement and reflection on the evolution of its offerings, the Cité de la Voile Éric Tabarly wished to demonstrate that it is a true vector of tourist attractivity in Lorient (if not one of the engines of the Morbihan offering) for its 2021 campaign by reaffirming its intergenerational positioning around the sharing of a sailing experience.
Solution
An "in situ" campaign, with a reinvestment in the museographic space. A simple concept, accessible to all, that showcases an audience of all ages around the activities of the city. A humorous tone, that brings a smile by surfing on the “diverted” lexical field of sailing. A simple promise running through it, no need to be a skipper to enjoy the pleasures of sailing.
An "in situ" campaign, with a reinvestment in the museographic space. A simple concept, accessible to all, that showcases an audience of all ages around the activities of the city. A humorous tone, that brings a smile by surfing on the “diverted” lexical field of sailing. A simple promise running through it, no need to be a skipper to enjoy the pleasures of sailing.
Device
• A large format advertising campaign in Brittany (Lorient, Vannes, Quimper, Brest…).
• A press plan in regional media (A summer in Morbihan, Ouest France, Sortir Grand Ouest, Sortir here…).
• Publication in editions (Public flyer, subscription flyer, roll-up, ticket folder).
• A large format advertising campaign in Brittany (Lorient, Vannes, Quimper, Brest…).
• A press plan in regional media (A summer in Morbihan, Ouest France, Sortir Grand Ouest, Sortir here…).
• Publication in editions (Public flyer, subscription flyer, roll-up, ticket folder).
Web campaign (awareness and conversion) native ads, IAB banners, TV replay video. Strategy and support for social media (Instagram @citedelavoile & Facebook), management of social ads campaigns.
