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Strengthening visitlimousin’s social network communication strategy

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As part of our ongoing drive to refine the destination’s tourism positioning and improve the coherence of our communications, we have embarked on a strategic support project with the agency My Destination, which began on 24 and 25 February and focused on two major areas: a review of Visitlimousin’s social networks and their target audiences in order to refine our digital communications strategy, and the development of a shared communications strategy with the Limoges Métropole Tourist Office.  

Getting to know our customers better to communicate more effectively

The first step in this process is to define personae, i.e. profiles that are representative of our different target customer groups. The aim of this strategic exercise is to gain a better understanding of the expectations, habits, obstacles and motivations of the visitors we want to attract.

Thanks to the methodology provided by My Destination, this work enables us to :

  • define the priority visitor profiles for the destination ;
  • Identify their research and consumption patterns;
  • tailor our messages to their expectations;
  • refine our editorial choices, content formats and distribution channels;
  • boost the performance of our digital strategy through more targeted and relevant communication.

This approach forms a solid basis for steering our communication actions more accurately, by placing customer expectations at the heart of our strategy.

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    Develop a clearer communication strategy for the destination as a whole

    In addition to this work on target audiences, this support also enabled us to open a joint discussion with the Limoges Métropole Tourist Office on the complementarity of our communication strategies.

    While each organisation naturally retains its own editorial line, objectives and specific actions, the challenge now is to better articulate our messages in order to :

    • make our tourism offering more easily understood ;
    • promote the complementary nature of the destination, the region and the gateway town;
    • harmonise certain key messages;
    • identify opportunities for joint campaigns or actions;
    • improve the consistency and impact of our overall communications.

    This collaboration is part of a strategy of territorial synergy: combining our strengths where it makes sense, while preserving the identities and strategies of each of us.

    This support marks an important stage in the structuring of our tourism communications. By refining our knowledge of our customers and strengthening coordination with our partners, we are giving ourselves the means to develop more effective, coherent and inspiring communications.

    It’s an approach that fully contributes to a shared objective: to increase the attractiveness of the destination, raise its profile and better meet the expectations of today’s and tomorrow’s visitors.

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