On Monday, April 1, the Burgundian department carried out a daring communication stunt: broadcasting an advertising spot on its most famous tourist sites, on a giant screen in Times Square, in New York. In 2023, foreign visitors represented half of the Côte-d’Or clientele.
For travelers passing through New York, Times Square and its giant screens are almost a must. Trailers, music videos and advertising spots of all kinds are broadcast continuously. It’s hardly surprising, then, that today’s visitors discovered, on Monday April 1, a clip for tourism in the Côte-d’Or.
Six times, and for around fifteen seconds, images of the department’s most iconic sites paraded on a 1500m² panel, inviting passers-by to choose Burgundy for their “next trip”. A unique spotlight, imagined by the Côte-d’Or attractiveness agency, responsible for promoting the region.
“We are the first department to have the idea of showing up in Times Squaresmiles Isabelle Cassotti, communications manager of the agency. The goal was to prove that the Côte-d’Or can be displayed everywhere, that we are an attractive territory, even beyond the Atlantic. Foreigners are fully part of our clientele.”
Last year, the Côte-d’Or recorded record levels of attendance. In 2023, it recorded 15.2 million tourist nights, or 7.8% more than in 2022. Half of them were spent by foreign tourists, with Dutch and Germans at the top of the list. The Americans, for their part, are placed in fifth position, according to figures from Departmental Council.
“Fifteen seconds of video is very short. We have focused on the essentials: the Fontenay abbey and the vineyard route, both listed as UNESCO world heritage sites, among otherslists the communications officer. We especially wanted to show sites that can speak to Americans!”
To do this, the agency used the services of Take Over Times Square, an application allowing anyone to broadcast a short video on giant screens. Total cost of the operation: “less than €500 for six fifteen-second videos”says Manon Colin, community manager of the agency.
“Previously, planning on Times Square was very expensive and not accessible to every wallet. Today, we can use this tool to show that the Côte-d’Or is a welcoming territory!”
And it pays off: in parallel with the spots broadcast in New York, Côte-d’Or Attractivité broadcast a video of the attraction on its social networks. In just two days, the content was viewed by 300,000 people on Facebook and Instagram. On LinkedIn, among the agency’s 5,000 subscribers, 2,000 of them have already watched the clip.
Although it is still too early to assess the success of this project, the department intends to attract as many visitors as possible this summer: it is due to host three stages of the Tour de France, on July 4, 5 and 6. He will also receive the two Olympic and Paralympic flames on July 12 and August 26.
2024-04-04 13:46:41
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