Ideally located at the gateway to Paris, in the north-western part of the Yvelines, this new destination comprises 73 communes, making it the largest urban community in France: from Conflans-Sainte-Honorine to Mousseaux-sur-Seine, via Poissy, Mantes-la-Jolie and the Vexin regional nature park, the river unfolds from town to village, offering residents and visitors alike numerous opportunities for a change of scenery.
Easily accessible by public transport, both urban and rural, Terres de Seine offers a wealth of natural, cultural and gastronomic experiences. A multi-faceted destination to be enjoyed solo, as a couple, with friends or family, for a day, a weekend or longer…
How to promote a region through press relations?
Today we meet Xavier Cadilhac, Director of the Terres de Seine Intercommunal Tourist Office.
1- Could you briefly introduce yourself and Terres de Seine’s mission?
I took over the management of this OTI three years ago, on the eve of the first lockdown, shortly after the launch of this structure.
A blank page, an authentic story to be co-written.
I’m lucky enough to be able to rely on a supercharged team whose ambition is, on the one hand, to inspire local residents to rediscover their environment… to break away from the Métro, Boulot, Dodo holy trinity and offer a Bateau, a Rando, a Restau, a Dodo!
And, on the other hand, to encourage the people of Paris to discover a nearby environment that offers a host of possibilities.
Whether for leisure, contemplation or activity, there’s something for everyone… between the sky and the river!
We don’t always have to go far to get away from it all!
Terres de Seine, just 25 minutes from the center of Paris by public transport… the start of a journey betweenland and Seine!
Before launching the PR strategy, during the health crisis, we started thinking about the area’s name and identity, with local residents, tourism stakeholders and elected representatives.
Once revealed, the adventure with Travel-Insight could begin!
2- What are your main lines of communication?
Bring the destination to life on the Ile-de-France stage by involving local residents in the destination’s story, so that they can take ownership of their territory, which they often misunderstand or even underestimate…
Promote local players, our first ambassadors.
And for that we rely on social networks and PR with Emmanuelle’s team.
3- Who are your current and future targets?
We’re targeting the daily hyperproximity market with residents of the region and Yvelines, as well as the local market with residents of the Paris region and Normandy.
We also address elected representatives and, of course, local stakeholders.
Finally, the visitors.
Our future targets include cruise ship and business tourism customers.
4- Why did you choose to work with Travel-Insight for PR management?
Coming from this universe, I attach a lot of importance to PR management, I know and recognize its power and accept its shortcomings …
This is a sector that has evolved enormously in recent years, so it’s essential to rely on a team that shows humility in its approach to the territory.
A “new destination” just outside Paris!
The promise is beautiful, but then …
We wanted a team that would give meaning to the partnership by understanding our challenges, without distorting the complex reality of a territory with a thousand faces… Because behind the POI, we wanted to show the women and men, because the experience is there, with Cathy in her B&B or with Eric, on his boat, not just through the windows wide open on the impressionist landscapes of the Seine!
Emmanuelle, Clémence and Colombe have clearly grasped this nuance, and make every effort to incorporate it into their proposals for press events and suggested topics.
5- Do you have any future projects to share with us?
We’re going to launch a GRC project dedicated to the region’s local authorities (73 communes) – we need to pamper them!
And we need to turn our attention to business tourism, a real potential at the gateway to Paris.
And last but not least, we need to promote local products to residents and visitors alike.
6- What message would you like to convey to tourism professionals?
We’re living in anxious times, and although our relationship with leisure has evolved in recent years, it remains fragile.
Our business is at the heart of all the storms raging through our society.
We are often tossed about, even buffeted, by a reality we have no control over (climatic, societal, geopolitical, financial, etc.), so it’s more than necessary to turn our attention to those we put to one side in our reflections or actions. Let’s not forget our residents, let’s not forget our tourism players…
7 – A final word?
It’s never been easier to travel far from home…
So come and discover the Terres de Seine destination, and get away from it all close to home!
