Aims of the campaign

• Boosting the renown of the hinterland of the Alpes-Maritimes as a tourist destination and increasing the number of visitors in a reasonable balanced way
• Increasing market share for 'spring-summer', intra-regionally in particular
• Attracting new segments of clientele (targeting first-time visitors)
• Encouraging current visitors to the ''Côte d'Azur' to discover and take advantage of the Hinterland offering to generate new opportunities to return.
  

Targets

• National market for first-time visitors - aficionados of mountain and outdoor activities. Highlight the Riviera’s assets: authenticity, discovery, rest and relaxation, itineraries, outings…
• National market for Repeaters - Traditional clientele having already stayed on the French Riviera.
• Tourists present in the Alpes-Maritimes during the campaign (4½ million tourists on the French Riviera from June to September).
• The people of the Alpes-Maritimes, the best ambassadors for this territory.

Discovering the other side of the Côte d'Azur 
A strong offbeat creative concept intended to remain effective in the long term

• Be surprising by using unlikely or offbeat images to illustrate the Hinterland of the French Riviera: making original use of ‘readymade’ images of the coastal Côte d’Azur
• Positioning to express the coherence between market segment and product characteristics
• A friendly humorous tone intended to create strong empathy by making prospects become partners
• Original visual grammar based on clear simple graphics.

Cotedazur-montagne.com 
A tourist portal dedicated to the Hinterland

In the context of this 2011 summer campaign, the CRT Riviera Côte has d'Azur has put online a new version of the 'summer' website www.cotedazur-montagne.com, a genuine tourist portal dedicated to the hinterland of the Alpes-Maritimes.
The site is available in French and lists all the tourist offerings for the hinterland:

• valleys, villages and resorts in the Alpes-Maritimes ;
• accommodation and proposals for stays
• tours (heritage, cultural, arts & crafts…)
• discovery itineraries
• outdoor activities (hiking, riding, climbing, rafting, canyoning, via-ferrata, caving, adventure trails…)
• family activities
• good deals
• events; news
• articles by experts
• Access to social networks and platforms cooperating with Côte d'Azur Montagne…

This site presents all the diversity of the Riviera and the notion of 'multi-attraction destination' that is developing here, to offer an almost complete range of products, themes and packages for all types of clientele according to segmentation and et motivational peer marketing approach.
www.cotedazur-montagne.com was designed as a neighbourhood site to reveal all the treasures of the hinterland. The aim is to attract visitors to the French Riviera's tiniest villages so they can discover all its riches.
Enjoy the site www.cotedazur-montagne.com!