Brief & problematic of the destination
The Calvi Balagne intermunicipal Tourist Office manages the promotion of 14 municipalities, and makes every effort to advise and help visitors to organize and spend a successful holiday in Balagne. Its objective: to stand out from other Corsica destinations on social networks in order to gain notoriety and attract more customers.
Since the appearance of Covid19 France has become a priority destination, Corsica has been taken by storm, a boon, but in a hyper-competitive context where each city and department of the Island had to find elements of differentiation.
The creative position of the agency
We have been supporting the territory in its digital strategy since the beginning of 2020 in order to perfect and increase the presence of Calvi Balagne on social networks in a context of sustained digital competitive pressure.
This translates into real collaborative work between the Tourist Office and Travel-Insight, particularly during the development and implementation of editorial schedules each month. The agency collaborates alongside the destination, in particular by analyzing the performance of communication campaigns and comparing the work carried out with that of competing pages.
Beyond the operational, the beginnings of the collaboration were first compromised by the global pandemic that we all know, the organic results were only better. This is explained by the realization and implementation of a real editorial strategy, in accordance with the expectations and values ??of Calvi Balagne, as well as the context in which the communication of the destination had to find a place. Internet users needed escape and entertainment more than ever and showed curiosity and interest in French destinations. We have therefore used our social media expertise to adapt the axis of communication and the content shared.
Since then, the Calvi Balagne Facebook and Instagram accounts have continued to attract more and more people and cover an increasingly large audience. A daily work that pushes the destination to play on formats and content surfing on communication trends, thus naturally increasing the commitment and the number of subscribers to the page.
We are thus challenged by the creation of quality content adapted to the codes of each social network, as well as the implementation of publications that meet concrete objectives, defined in advance: traffic, notoriety or commitment.
We amplify the results of the pages thanks to the support of a thoughtful sponsorship strategy allowing to extend the audience of the publications as well as to attract new fans.
For a destination, it is important to take advantage, as the destination of Calvi Balagne does, of sponsored campaigns in order to reach the best possible demographic targeting for the content broadcast. Calvi Balagne is now positioned as one of the most successful destinations on the island, Calvi (on the) rocks!
What we do for Calvi:
Strategic support on social media communication
Verification and development of social media planning
Benchmark on their main digital competitors
Advice & management of sponsored campaign budgets
Management and implementation of influence operations for content creation
We have been aware for several years now of the importance of the visibility of tourist destinations on social networks.
However, like many public bodies, we have to calibrate our actions according to our budgets: In 2018, 2019, we devoted ourselves as a priority to the total overhaul of our website and the implementation of our reservation platform.
In 2020, we were finally able to place our digital communication at the heart of our action plan. We had the opportunity to meet the Travel Insight agency at the Rencontres du E-Tourisme in Pau a few years earlier and were seduced by their dynamism. The time was therefore opportune to seek their services.
Our primary motivation was to boost our communication on Facebook and Instagram in order to stand out from other Corsican destinations and even other benchmark continental seaside resorts (Biarritz, Le Touquet, etc.); They therefore translated our needs into a tailor-made social media strategy, which particularly appealed to us. Listening, proximity and responsiveness are the added values ??of Travel insight. In just 2 years of collaboration, the results are there: the CalviBalagnetourisme destination recorded +11,718,330 total audience on Facebook and Instagram, +34,653 subscribers on the 2 networks and + 12,492 unique visitors generated on the balagne-corsica destination site… “what else?”
A special mention to Chloé, our Travel Insight referent, thanks to whom the word collaboration is not an empty word. A big thank-you !
Director of the Tourist Office Calvi-Balagne, Marie Mambrini Fossati webmaster
From January 2020 to December 2021
+11 718 330
Total audience on all social networks (Facebook + Instagram)
Additional followers on all social networks (Facebook + Instagram)
Unique visitors generated on the Calvi Balagne site