Tours Loire Valley

Ambassadors, well beyond the territory.

Client: Tours Métropole
Services: Webdesign, Website development, digital campaign

Brief & Solution

How to activate the pride of belonging and to mobilize both the actors and talents of the territory to detect new projects and generate more visibility for the Tours Loire Valley?

Since 2016, all the economic public and private actors of Tours and Touraine have embarked on a collective approach of attractiveness of the territory. This approach, carried out in consultation with local people, resulted in a shared attractiveness strategy. One of the flagship actions of the attractiveness strategy is the launch of a network of ambassadors. With the following problem: “How to activate the pride of belonging and mobilize both the actors and talents of the territory to detect new projects and generate more visibility for the Tours Metropolis?” Our response is based on a strong insight, detected during our research and meetings: who said that you have to live in Tours or in the Loire Valley for being an ambassador and promote the territory we love?

Our idea was through the concept put in place to give the opportunity to all lovers of the territory without limitation to be able to convey the image of Tours Loire Valley and participate in this “RE-naissance” spirit. How? Through a web platform, which in a complete ecosystem, is necessary to inform, mobilize and recruit future ambassadors and partners of Tours Loire Valley. The Buzznative agency has created a website for recruiting ambassadors of the Tours Loire Valley brand. This website showcases ambassadors presents their story and their love for Tours city and more broadly Touraine. As a real meeting point, news and future events are displayed through a fun navigation and user experience thought mobile first.