With the tourism industry becoming ever more competitive, the onus is on destinations to market themselves more effectively to potential travellers. With this in mind, the French tourism development agency, Atout France, has recently run a Facebook campaign aimed at engaging potential visitors to France with the nation.
Testing the Francophile
The basis of this particular campaign is to test what kind of ‘Francophile’ a visitor to the Facebook page is. To explain this expression briefly, a Francophile is simply someone who has a certain passion for, or predilection toward, the culture of France.
In order to establish the category of Francophile that visitors may fit into, visitors to the Atout France Facebook page are encouraged to answer seven different questions on a variety of France-related topics. The questions touch upon such subjects as users' perception of French people as a nation, the ability of users to speak French, various cultural aspects of France as a country, and opinions on French geography, landscape and motivations for visiting the nation.
The personality test is intended more as an entertaining exercise than an intense examination of people's reasons for visiting France. But it is a way of encouraging people to engage with France as a destination in a fun way. It is also worth noting that at the end of the campaign there is a message encouraging people to share test results on Facebook, and to encourage friends or peers to participate in the test themselves. This has the intention of ensuring that the test goes viral, and additionally helps create a communal aspect to the personality exercise.
The decision of Atout France to work with Facebook applications is an interesting one, as this has not been witnessed in the tourist industry too much of late. One of the last notable Facebook campaigns was the “Send your Facebook profile to Cape Town” app, which achieved massive success for South Africa as a destination.
What should be borne in mind and taken out of the Francophile campaign being run by Atout France is that intense engagement with an app is not necessarily important. Actually, the more complex and convoluted an app is, the less chance there is that the general public will really engage with it. Limited engagement and interactivity is in fact preferable, and it is also advisable to have a call to action at the end of a campaign. Attempting to direct people to either a website, campaign site, or social media platform in order to enable DMOs to continue engaging and interacting with potential visitors to a nation is also to be recommended.
This may not have been the goal in the case of the Atout France campaign, but it does seem something of a missed opportunity for them not to attempt this. It would surely have been invaluable for this Facebook campaign to direct participants to other websites or social media campaigns. From this point, Atout France would have been able to gather further information from people who have taken the personality test, and perhaps ascertain to what extent the data can be utilised in future campaigns and marketing activities.
All data related to marketing can come in useful, but creating nuanced and intersected data which categorises people based on demographics can be extremely valuable. While it is worthwhile to make marketing campaigns as simple and as fun as possible in order to ensure that a large number of people participate, it is also worth bearing in mind that the data gleaned from such campaigns will be limited by its simplistic nature. Atout France has gained an impression of what attracts people to France from its campaign, but this information could become even more valuable if the organisation was able to acquire follow-up data to strengthen its impression of the people participating in the campaign.
Nonetheless, these light-hearted and community-based feel of the campaign is the sort of vibe and approach that destinations should generally seek to imitate in their marketing.
Discussioncomments powered by Disqus
More from #DTTT
In December we present:Key Takeaways from #DTTTGlobal2017
On November 30 and December 1, 250 top destination marketers from all over the world gathered in a colorful amphitheater in downtown Brussels for DTTT Global Conference. The sixth annual conference focuses on real-work examples, insights, change management, lessons learned, and more. We showcased how destinations can be more effective in digital in a fast-changing […]
In November we present:Bavaria Tourism: Proceeding from Tradition
Jens Huwald has been CEO of Bavaria Tourism, the official marketing agency, since January 2012. He was previously responsible for communications at the agency for seven years. Prior to that, he held senior positions in the Marketing Communications, Corporate Communications and Public Relations fields at the Omnicom Agency Group, BSMG Worldwide Germany/Weber Shandwick (Munich) and […]#dmo story #brand #campaign #destination #marketing
In November we present:Geneva Tourism: Business Intelligence & Data
In the lead up to #DTTTGlobal on 30th November & 1st December in Brussels, we caught up with Jean-Philippe Favre from Geneva Tourism. He will join us on stage to present some insights on ‘Business Intelligence, Data & Destination Marketing’ and share some of the learnings. Ahead of the event, we caught up with Jean-Philippe Favre […]#DMO stories #intelligence #Geneva #big data #business #destination #destination marketing
In November we present:How MURAL is pioneering Remote Design Thinking
In the lead up to #DTTTGlobal, we spoke to Mariano Suarez-Battan, CEO of MURAL to learn more about how they are pioneering remote design thinking. As avid users of MURAL ourselves, we champion the use of design thinking methods and templates as part of our Launchpad subscription. We are really pleased to welcome Aaron Richman from […]#remote design #mural #workflow #collaboration #design-thinking
In November we present:Iles de la Madeleine: Applying Design Thinking Principles
Jason Bent works as a Tourism Cluster Manager in the Iles de la Madeleine, an archipelago located in Eastern Canada. He coordinates collaborative projects that bring added-value benefits to the targeted businesses. His recent initiatives, one of which received the Best Strategy for Creative Tourism Development Award as part of the international Creative Tourism Awards, […]#dmo story #collaboration #design-thinking #destination #marketing #partners #storytelling
In October we present:Visit Jersey: Aligning Audiences with Brands
We are pleased to welcome Adam Caerlewy-Smith, Head of Marketing and Meryl Le Feuvre, Head of Product at Visit Jersey as speakers to #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Aligning Audiences with Secret Escapes’. Ahead of #DTTTGlobal, we caught up with Adam and Meryl to learn more about the […]#dmo story #jersey #partnerships #brand #destination #marketing #product