Brief & problematic
IFTM Top Resa, born in 1979 in Deauville, has remained an event of choice for the entire tourism profession for more than 42 years. The show has remained for all these years the only BtoB show of this magnitude and importance in the eyes of tourism professionals. The ambition of the show is to continue, year after year; to be the privileged and exhaustive showcase of the market, in all its components and developments. How to make the customer experience even richer and more interesting? This is the question that the IFTM Top Resa team asked itself when considering the identity and complementarity that an annual digital communication could generate, enriching and extending the show experience synthesized over 4 days. Because that is what is at stake in the existence of a physical show: succeeding in inserting itself over the long term as an expert and cross-cutting player in all the professions and sectors that it wishes to embody.
How to proceed to create content from a one-off event and meet the needs of exhibitors and visitors to the show? What complementarity should be deployed between the various media in order to further enhance the reputation of the show, while responding to the challenges of marketing exhibition spaces and visitor badges?
The agency’s response
Informing the audience while ensuring digital complementarity to the physical edition of the show, such is the mission of Travel-Insight. Because sector expertise must be real and tangible throughout the year, presence on social networks is not optional for a player such as IFTM. In order to best meet the response to the needs of notoriety and marketing of its offer, the identity of IFTM translates into a multi-format existence.
Federate, engage and animate, this is the credo of the show to fit into a 360° dynamism. Offer tourism professionals an approach to promoting their activity through interesting videos, arousing the curiosity and commitment of the community through a modern format that is in tune with current events. The Canap’ d’IFTM have made it possible to highlight the testimony and experience of the biggest names in leisure and business tourism, coming to confide “on the pillow” the challenges of the current market, their internal evolutions but also personal. A collection of stories and confidences completely in tune with the exchange and the conversational challenge desired by social networks: to create a space open to discussion and inspiration. The format, adaptable at will, then spread to live formats, live from the show, as well as in a “home made” version, allowing everyone to provide their testimony, perfect portability!
The concept of the IFTM Canap’ has since become an IFTM brand, easily recognizable and identifiable within the profession. This veritable red thread in the axis of communication of the show then tends to mutate and transform itself according to the environment in which it evolves to remain always connected to the evolutions and trends of tourism.
In parallel with this format, which is intended to be collective and highly shareable (participants are tagged and the videos are offered in cross-posting), Travel-Insight provides the IFTM show with the elements necessary to maintain an annual content marketing strategy. The show is therefore part of a multi-format approach by adapting its messages to the technicalities and purposes of the platforms: Linkedin to celebrate the employer brand, Facebook to reach as many people as possible and appeal through simple and effective as Call To Action or Twitter to play on the spontaneity and hot information of the show, especially during the physical edition of IFTM.
The other missions that we ensure to develop the communication of IFTM:
- Creation of speech platforms
- Communication on social networks
- Sponsored campaigns to ensure badge creations
- Press relations for professionals
- Creation of photo & video content for communication needs
- Development of partnerships for communication needs