SUMMARY
The Pays du Bocage Vendéen is adopting a new identity to enhance its appeal. The tourist destination becomes the " Vendée Vallée, l'Histoire avec un grand V " brand. This brand is aimed at all the players in the Vendée tourism industry, and is intended to provide additional leverage to enhance the region's appeal. Indeed, the region boasts a dynamic tourist industry and a wealth of attractions, including cultural sites such as the Logis de la Chabotterie (over 20,000 visitors/year), and the Château de Tiffauges (over 50,000 visitors/year). In particular, the Puy du Fou, with over 2 million admissions/year, is a world-renowned " brandflag ".
History is central to the soul of the Vendée, representing its identity, and the aim of this positioning is to highlight the qualities of its inhabitants in telling and staging their stories. This approach is being taken by the Vendée Bocage tourism cluster, which is attached to the "Pays de Chantonnay" community of communes, but extends over a wider territory that transcends administrative boundaries.
Keywords: attractivité, basculement d'image, brandflag, développement économique, développement touristique, image, marketing digital, marketing touristique, marketing viral, réseaux sociaux, stratégie digitale, tourisme, Vendée, Pays de la Loire.
Illustration: http://vendeevallee.fr, screenshot 02/02/2017 (c)
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