With an ingrained DNA that says «Drôme, it's my nature», the Drôme attractiveness agency promotes a territory where preserved nature, economic dynamism and quality of life harmoniously combine.
It is paramount for the Drôme department to’enhance its visibility and attractiveness in France and internationally, through a bespoke media strategy. An innovative, 360-degree approach that complies with each market investigated and each audience segment to be convinced.
Performance Adviser adopts in its approach a Departmental positioning evolution, going beyond the traditional image of lavender fields to highlight a 360° sustainable and caring tourist experience.
A clear ambition: Introducing and instilling a love for the Drôme.
A unifying approach and a promotional balance, the aim of which is to convince volatile audiences, media-savvy and with a choice in tourist offerings.
By combining the label's identity with the territory's product and service offerings, we have designed an effective differentiation and customer acquisition strategy. Rather than «star-making» historical landmarks (lavender, mid-mountain ranges), the strategy has highlighted the diversity and richness of the territory to attract new audiences through France, but also in Germany, to Netherlands, and Switzerland or else in Belgium.
Without standardisation, the ADT Drôme's media plan is based on a coherent and intelligent multiplication of media touchpoints with the aim of developing a preference for the destination.
In line with this media strategy, we capitalised on cross-media activations, with television, audio, digital, and display as the reactor. This combination factually favours the Brand development and the Traffic, noted notably by an increase in the volume of bookings.
Beyond visibility, we have favoured a data-driven approach to ensure accurate performance tracking and maximise the return on experience.
This is why the majority of campaigns are rolled out as bespoke programmatic campaigns, tailored to the profiles and behaviour of potential customers, and using specific geotargeting.
Some data for the last 2 years:
«A fine collaboration has been established, over the years, between Performance Adviser and the Drôme Attractiveness Agency.
For nearly 4 years now, we've been building our media plan with Performance Adviser, who are always proactive while remaining attentive to our needs. We fine-tune our campaigns to continually improve our effectiveness in the different markets: French, Swiss, Dutch, Belgian, and German.
Professionalism, friendliness, and efficiency are the three words that spring to mind when thinking about the agency.»
Eliane BOLOMEY
Communications Officer
Drôme Attractiveness Agency
