Communication campaigns
With its communication, the Agence de Développement Touristique de la Marne promises you raffinés moments that will transport you back to simple things and the warmth of real, human moments.
LA MARNE, TERRE DE (double) JE
To celebrate breakdancing’s entry into the Olympic Games, ADT Marne commissioned Cyrille Beudot to produce 4 visuals featuring 2 breakdancers from the Marne: Ismaël Taggae (double world champion) and Mattéo Lecomte (one of the region’s up-and-coming breakdancers). The campaign was broadcast in the Ile-de-France region to encourage our Parisian neighbors to come and enjoy the Marne and take a breath of fresh air.
Real
Another support, a real one by Jérémy Picquette where we see our two breakdancers performing figures in front of emblematic tourist sites in the Marne: the Centre national des arts du cirque (Cnac) in Châlons, the champagne museum in Épernay, Reims cathedral and in the vineyards.
View from the ground
ADT de la Marne reveals its new regional identity, created with Le Ciré Jaune, a communications and marketing consultancy.
Based on the land and experience as seen from the ground, this campaign highlights the richness of a multifaceted territory, and has three objectives:
- create an identity and brand awareness specific to the Marne, without forgetting the image provided by the Champagne region;
- promote and encourage excursions and stays in the department to (re)discover the region as a whole;
- strengthen the pride of local residents and turn them into ambassadors.
The Ciré jaune agency involved us in several workshops to understand and reveal the personality of our territory, and we were thus able to define what our destination wishes to convey today.
Philippe Harant, Director of ADT
Showing the many facets of the Marne through the prism of its land
The ground embodies the encounter between visitor and destination. The ground’s low-angle view magnifies the landscape in the background.
Eleven emblematic locations have been selected for photo shoots, illustrating the 5 themes that the ADT wishes to prioritize: vineyards, UNESCO heritage, natural heritage, accommodation and gastronomy, and French history.
Through this campaign, the destination aims to make itself accessible. Visuals of moments in life, of simple experiences enhanced by encounters with other players and inhabitants. The taglines qualify the experience by playing with the word “terre” (land), making the Marne “land of secret (gardens)”, “land of (sacred) character”, “land of time travel”, etc.
We wanted to show our region from a new, daring angle, one that puts the experience at the center. This campaign shows that the Marne promises refined moments, but also a return to simple things and the warmth of real, human moments.
Annie Coulon, President of ADT.
CREATIVE TRANSLATION
Creation of campaign visuals: discover the first 12
The 5 themes
- The vineyard
- UNESCO heritage
- Natural heritage
- Accommodation and gastronomy
- History of France
Values
- Sobriety
- Refinement
- The pride
- A passion for sharing
A network of ambassadors
In addition to the media campaign, Ciré Jaune and ADT launched a recruitment drive this autumn to recruit ambassadors to promote the Marne region. These ambassadors were recruited from among Marne families.
Every month for a year, 4 families selected by a panel of judges will experience a day of activities with catering and accommodation. These days will be offered by the ADT and its partners, and the experiences will be publicized on social networks, the ADT website and dedicated print and digital media.
YOUR CONTACTS
WOULD YOU LIKE TO FIND OUT MORE ABOUT ADT MARNE’S NEW COMMUNICATION STRATEGY?
- Anne-Catherine Mécuson – Communications Manager – ac.mecuson@tourisme-en-champagne.com
- Thibaut Fenat – Communications & Social Media Manager – t.fenat@tourisme-en-champagne.com