Brief & destination issues

The Calvi Balagne Intercommunal Tourist Office is responsible for promoting 14 communes, and does its utmost to advise and help visitors organize and enjoy a successful vacation in Balagne. Its aim: to stand out from other Corsican destinations on social networks, in order to raise its profile and attract more customers.

Since the advent of Covid19, France has become a priority destination, and Corsica has been taken by storm, a godsend, but in a hyper-competitive context where every town and department on the island has had to find ways to differentiate itself.

The agency’s creative position

Since the start of 2020, we’ve been working with the region on its digital strategy to improve and increase Calvi Balagne’s presence on social networks in a context of sustained digital competitive pressure.

This translates into a real collaborative effort between the Tourist Office and Travel-Insight, particularly in the preparation and implementation of monthly editorial schedules. The agency works alongside the destination, analyzing the performance of communication campaigns and comparing the work carried out with that of competing pages.

Beyond the operational aspects, the beginnings of the collaboration were initially compromised by the global pandemic we all know, but the organic results were all the better for it. This was due to the development and implementation of a real editorial strategy, in line with Calvi Balagne’s expectations and values, as well as the context in which the destination’s communication had to find its place. Internet users were more than ever in need of escapism, entertainment, curiosity and interest in French destinations. We therefore drew on our social media expertise to adapt the communication focus and the content shared.

Since then, the Calvi Balagne Facebook and Instagram accounts have continued to attract more and more people, and cover an ever-wider audience. This day-to-day work has led the destination to play on formats and content that surf on communication trends, naturally increasing engagement and the number of page subscribers.

We are challenged to create quality content adapted to the codes of each social network, and to implement publications that meet concrete, pre-defined objectives: traffic, brand awareness or engagement.

We amplify page results with the support of a well thought-out sponsorship strategy to extend the audience of publications and attract new fans.

For a destination, it’s important to take advantage of sponsored campaigns, as Calvi Balagne does, to reach the best possible demographic targeting for the content broadcast. Calvi Balagne is now one of the most successful destinations on the island, Calvi (on the) rocks!

What we do for Calvi:

• Strategic support for social media communication
• Verification and development of social media planning
• Benchmark their main digital competitors
• Consulting & budget management for sponsored campaigns
• Management and implementation of influencer operations for content creation

For several years now, we have been aware of the importance of visibility for tourist destinations on social networks.

However, like many public bodies, we have to calibrate our actions according to our budgets: In 2018, 2019, we devoted ourselves as a priority to the total overhaul of our website and the implementation of our booking platform.

In 2020, we were finally able to place our digital communications at the heart of our action plan. We had met Travel Insight at the Rencontres du E-Tourisme in Pau a few years earlier, and were impressed by their dynamism. The time was right to call on their services.

Our primary motivation was to revitalize our communication on Facebook and Instragram in order to set ourselves apart from other Corsican destinations, and even from other leading continental seaside resorts (Biarritz, Le Touquet…); they therefore translated our needs into a tailor-made social media strategy, which we found particularly appealing. Listening, proximity and responsiveness are Travel insight’s added values.In just 2 years of collaboration, the results are in: destination CalviBalagnetourisme recorded +11,718,330 total audience on Facebook and Instagram, +34,653 subscribers on the 2 networks and +12,492 unique visitors generated on the destination balagne-corsica website… “what else?”