Operation French Merveilles for Provence-Alpes-Côte d’Azur
The region of Provence-Alpes-Côte d’Azur launches “Operation French Merveilles,” a strategy set to reinvigorate the region.
French Merveilles, a concept to reinforce the attractiveness of Provence-Alps-Côte d’Azur
The destination Provence-Alps-Côte d’Azur is the home of incorporable wonders: its history, its culture, its geographical diversity, its events, its gastronomy, its climate, its inhabitants and its heritage make it a unique concentration of wonders, which unite within the concept “French Merveilles.” Taking into account the long-term effects, the operation French Merveilles aims to attract the engagement of major actors in tourism and local agents, as well as the ensemble of French citizens, expatriates and international visitors to the region. The first step in the progressive affirmation of brand destined to place value on the numerous tourist cities and economies of the Provence-Ales-Côte d’Azur region, operation French Merveilles cemented the plans for improvement that were voted into place on Friday, June 17th by the Regional Assembly.
A unique partnership with Trip Advisor to shine throughout the world
An additional key element of operation French Merveilles, the region Provence-Alps-Côte d’Azur has announced a partnership with TripAdvisor, the number one tourist network in the world. With 56 million unique visitors who have access the roughly 2,190,913 lodging reviews, restaurants, events and 200 million page views on commentaries, Trip Advisor will promote the Provence-Alps-Côte d’Azur region on its site under the auspice “French Merveilles,” targeting primarily the United States, Canada, Europe, Russia, China, Japan and Australia.
On this occasion, and throughout the next nine months, Trip Advisor will mobilize its audience on behalf of the region, allowing French Merveilles to amplify its voice via public relations efforts and social media content. Using Trip Advisor’s editorial ecosystem to its advantage, the mini-site “Discover the French Merveilles” intends to capitalize on the strength of the network.
Ad Vitam French Merveilles, a contest to win lifetime trips to the region
The Provence-Alps-Côte d’Azur region is a wonder, a multifaceted “merveille,” even. Merveilles of Provence, merveilles of the Alps, merveilles of the Côte d’Azur: this region holds wonders that could hardly all be discovered in a lifetime.
It is for this reason that the Provence-Alps-Côte d’Azur region organizes the first ever international contest, “Ad Vitam French Merveilles,” a unique experience offering wonder-filled, week-long visits to the region for two, for life.
A strong regional, national and international mobilization of the inhabitants and lovers of the region
The region invites all lovers of Provence-Alps-Côte d’Azur – from anonymous individuals to international celebrities – to share their love for the region through the experiences and happiest moments that they’ve had the chance of living upon a visit to the region; cultural visits, events, sports, and beyond, these moments of wonder count.
The Provence-Alps-Côte d’Azur region hopes to share its message “Je suis French Merveilles” – with its public via the hashtag #FrenchMerveilles by displaying it on many of its buildings, as well as via tourist offices and regional billboard space.
The objective: mobilize all actors of regional tourism and, with their help, make the campaign go viral, subsequently helping them achieve a successful summer 2017 tourist season and encouraging them to show themselves, as merveilleux as ever!
The impact of this campaign will be measured in real-time by tools measuring the efficiency of the actions led in partnership with Trip Advisor, as well as by quantitative criteria regarding the social sharing of the “French Merveilles” concept.
The website ww.frenchmerveilles.com dedicated to the contest describes in greater detail this aspirational concept of the Provence Alps-Côte d’Azur region. There, internet users will find a film presenting the contest and highlighting the region, the entry form to win the a lifetime of trips, as well as testimonials inhabitants and lovers of the region. These testimonials are additionally available via Facebook Connect.