Following a consultation on brand strategy support, Orléans Val de Loire Tourisme, in association with Orléans Métropole’s Communications Department, entrusts the reflexion of its “territorial tourism brand” identity to Euros / Agency Group. A project that will start in June.

Profoundly disrupted by the political and health situation of the last few years, the Territories are renewing themselves and being led to reposition their attractiveness around new tourism trends. Orléans Val de Loire Tourisme is developing its tourist appeal through a “city break” positioning and a growing business tourism offer. This phase of growth in its tourism offer requires a reflection on the creation of a new “territorial tourism” brand identity for Orléans and its region.

Following a consultation on a brand strategy, Orléans Val de Loire Tourisme chose Euros / Agency Group for the reflection of its territorial tourism brand identity. Euros / Agency will accompany Orléans Val de Loire Tourisme from June onwards, in association with local elected officials, tourism professionals and players in the Orleans metropolitan area. The project plans to carry out an audit of the needs, assets and challenges that tourism represents for the territory and its inhabitants. This will be followed by a phase of support in the visual creation of the new identity with recommendations to make this brand live over time. The challenge is to allow a strong positioning of the territory in the tourism sector after 18 months of turbulent health and economic context.

Axel De Beaumont, Managing Director of Orleans Loire Valley Tourism, said: “Our region is now “mature” in terms of tourism, and we need to think about creating a real territorial tourism brand. Orleans Metropole has major assets, both in terms of leisure and business tourism, to become a real tourist destination! And our territorial tourism brand should make it possible for everyone to know that!

Martin Wittenberg, Managing Director of Euros / Agency Group, declares: “Euros / Agency Group demonstrates the complementarity of its expertise with the “Territories” offer and the confidence granted by Orleans Loire Valley Tourism confirms it. While the outlook for the various territories is still uncertain, we are delighted to be able to support Orléans Val de Loire Tourisme in the overhaul of its brand identity and its positioning as a tourist destination at the gateway to Paris. The recovery of tourism is a strong challenge for France and its territories, accompanying them represents both an opportunity and a responsibility that we are proud to bear!

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