Digital, an
innovative
branding
strategy
,As we noted in the first part, mountain territories
suffer from a rather negative image in summer.
Wishing to remedy this, some are implementing
a Branding policy in order to influence
perceptions and representations. The brand,
defined as a “marketing approach” according to
Mr Y, from Grand Tourmalet, allows the
territory to be known and recognized so that
people can identify it.
Having understood the importance of "ICT"
within tourism, professionals develop the digital
sector of their communication by putting it at the
service of the brand to make it live, develop it,
modernize it, affirm it in such a way as to impact
the notoriety and tourist attraction. The digital
,which gives the opportunity to attract, to
conquer and to establish the reputation, relies on
various tools such as the Web, social media and
mobile technologies. Therefore, digital changes
the patterns of traditional communication
(transmitter → media → message
→ receiver) and forget the time constraints to go
directly from sender to receiver (sender = media
= message → receiver)36.
Like Brittany, which suffers from seasonality,
mountain areas must use thedigital and create an
ecosystemaround the mark. The digital strategy
relies on certain elements to highlight its
identity, through the creation of quality content
and the use of "referencing" techniques to
optimize its visibility.
, 1. Website and social media: the essentials to
promote the brand
1.1. Territory brand website
Qualified as a “flagship site” by Jean-Luc Boulin
(2015, p.64), the website is the basis of any
digital strategy for the territory. It is the first
image of the territory that the tourist forms,
where the quality of the information and its ease
of use (ergonomics) can be decisive elements.
The site has overall responsibility for tourist
information for the territory it promotes. He
must bringthe visitor in different phases:
understanding, seduction and purchase.
Consolidating the tourist in his choice of
innovative
branding
strategy
,As we noted in the first part, mountain territories
suffer from a rather negative image in summer.
Wishing to remedy this, some are implementing
a Branding policy in order to influence
perceptions and representations. The brand,
defined as a “marketing approach” according to
Mr Y, from Grand Tourmalet, allows the
territory to be known and recognized so that
people can identify it.
Having understood the importance of "ICT"
within tourism, professionals develop the digital
sector of their communication by putting it at the
service of the brand to make it live, develop it,
modernize it, affirm it in such a way as to impact
the notoriety and tourist attraction. The digital
,which gives the opportunity to attract, to
conquer and to establish the reputation, relies on
various tools such as the Web, social media and
mobile technologies. Therefore, digital changes
the patterns of traditional communication
(transmitter → media → message
→ receiver) and forget the time constraints to go
directly from sender to receiver (sender = media
= message → receiver)36.
Like Brittany, which suffers from seasonality,
mountain areas must use thedigital and create an
ecosystemaround the mark. The digital strategy
relies on certain elements to highlight its
identity, through the creation of quality content
and the use of "referencing" techniques to
optimize its visibility.
, 1. Website and social media: the essentials to
promote the brand
1.1. Territory brand website
Qualified as a “flagship site” by Jean-Luc Boulin
(2015, p.64), the website is the basis of any
digital strategy for the territory. It is the first
image of the territory that the tourist forms,
where the quality of the information and its ease
of use (ergonomics) can be decisive elements.
The site has overall responsibility for tourist
information for the territory it promotes. He
must bringthe visitor in different phases:
understanding, seduction and purchase.
Consolidating the tourist in his choice of
