Atout France
& France Montagnes
impressions
1.5 M
content created
178
clicks on stories
7,5K
average engagement rate
for in-feed posts
9%
Anorak Travel propels eco-responsible tourism with ATOUT FRANCE
and FRANCE MONTAGNES
BRIEFING
Target
Advertiser
Atout France and France Montagnes
Influencers
2 travel influencers
Goal
Awareness
Content
Pictures, videos, blog
Primary targets:
Couples (DINKS) Secondary targets: Millennials
Platforms
IG, TikTok, blogs
SUMMER GETAWAY IN THE HEART OF THE FRENCH MOUNTAINS
To promote ecotourism in the French mountains The main objective of the campaign was to promote Les Massifs Montagneux during summer, with an emphasis on ecotourism. Using the inspirational banner
"La montagne ça vous gagne!", the aim was to raise awareness among the French of the importance of sustainable tourism and the slow exploration of nature. The campaign aimed to create a new way of perceiving and discovering the hidden natural treasures of the mountain massifs.
Influencers
To embody this campaign, Anorak Travel wisely chose the influencer duo @bestjobers (155K) and hiker @withaxie (154K). These travel and adventure enthusiasts criss-crossed France's mountain ranges throughout the summer, sharing their unique "slow travel" experiences through captivating images. The aim of this collaboration is to promote French heritage and reassure the public that mountain vacations are accessible during the summer season.
Anorak's tailor-made program highlights five partner massifs in France, offering travelers an authentic and diverse experience. Itineraries include stays in unusual accommodations, discoveries of local gastronomy, showcasing of regional crafts, nature hikes, sporting activities and many other surprises.
Strategy
Anorak's innovative approach focused on the concept of the travel diary from a "slow travel" perspective, highlighting environmentally-friendly means of transport such as the train , cycling and hiking . This approach encouraged travelers to slow down, savor and fully enjoy their experience. What's more, by choosing passionate influencers to explore the mountain ranges, the campaign aimed to reassure the public about the accessibility of mountain vacations during the summer season.
Contents
Instagram, Tiktok,
and blog posts
Over the course of the project, nine partner stations played an essential role by actively participating in the creation of content broadcast on social networks. Instagram and Tiktok were the preferred platforms for sharing the influencers' adventures through stories, videos and creative carousels, generating engagement and enthusiasm from their respective large communities. The adventures were eventually summarized in a travel diary written on Axelle's blog, which will continue to attract organic traffic and support the French mountains in the long term.
With this strategy, Anorak Travel is proud to contribute to the promotion of slow travel and regional tourism in France, drawing on the talent and influence of passionate travelers and hikers. This campaign is in line with our desire to promote France's natural and cultural riches while respecting the environment.
