Since 1976, Les Vedettes de Paris has been offering quality tourist cruises on traditional, family-run boats to discover Paris and its monuments from the Seine.
The competition is fierce, so it’s vital to win over future tourists beforehand, so that they naturally turn to the Vedettes de Paris when they come to the capital.
So we’re going to take a look at how the Vedettes de Paris are trying to attract and retain French and foreign tourists, particularly from the US and UK markets, by creating a real link with them on social networks.
To this end, let’s meet Mona Karaa, Marketing Manager, who explains the Parisian cruise line’s social media strategy.
Can you introduce yourself and tell us more about your position with Les Vedettes de Paris?
Coming from the MICE & Business Travel press sector, I joined the Vedettes de Paris team somewhat by chance as Marketing Manager.
The company’s objective was to launch a plan to develop brand awareness on the digital market.
This involved working on a strategy based around the new website that had just been launched, social networks and also distribution with partner networks.
What have you done to stand out from your competitors, particularly in the US and UK markets?
We mainly cater for individual customers, unlike some of our competitors who cater for large groups.
As a result, we have to target each of our first-time visitors before they come to Paris.
The Parisian imagination translates into romance, architecture, unmissable landscapes, culture and gastronomy.
We’ve therefore decided to build on these strengths to communicate, highlighting photos of Paris and views from our boats, our on-board products such as Champagne (which these customers love), anecdotes about the capital and its monuments, and the Vedettes experience “à la parisienne”.
What are your goals for your digital strategy?
We strive to transmit our values (conviviality, charm & passion), to develop our reputation, and to make Vedettes de Paris the essential company to discover Paris and live a true Parisian experience.
Which social networks are most important to you?
Facebook and instagram!
They’re the best way to communicate with our customers, the most visual and the most interactive.
How do you measure the effectiveness of your actions, and on which KPIs?
We use statistical tools to measure our audience, understand our customers’ behavior, and measure transformation during promotional offers.
Travel Insight now supports you in your social media communications.
What’s in it for you?
Expertise and time!
We don’t have the resources in-house to carry out the strategy we’ve developed.
When we work with Travel Insight, we benefit not only from our social media expertise, but also from the success of our projects.
Our reputation has never been so high, and our presence so strong.
