Corsicatours: tourism marketing and pivot strategy through open innovation
Corsicatours has long established itself as the benchmark and leader among Corsican tour operators. With a loyal clientele and a range of services to support the creation of holidays in direct contact, Corsicatours has built up, with numerous local partners, hoteliers and service providers, a genuine network offering the very best of Corsica, in a spirit of humanity and concern for its environment. Backed by the Ettori Group, Corsica’s leading hotel group with almost 300 establishments, Corsicatours boasts over 20 years’ experience and the solidity of a major group.
ClientCorsicatoursServicesStratégieAnnée2021Linkwww.corsicatours.com
Towards a new 100% French made-to-measure travel model
In 2021, like many other Tour Operators, Corsicatours faces structural challenges in the tourism industry. First of all, we need to redefine the entire value chain, due to the loss of historical competitive advantages in a market that has seen the emergence of OTAs. Then there’s the challenge of winning over the younger generation, consolidating or even winning back historic customer bases, the need for diversified positioning, the need to deseasonalize as much as possible, the necessary transformation of processes, tools and methods, the commitment to sustainable, environmentally-friendly development…
And yet, even more than other destinations, Corsica has many assets to help it face up to these difficulties. It’s the closest of the far-flung islands, a real promise of travel just a stone’s throw from home. It’s a French island with a change of scenery and nature like nowhere else in France. Against this backdrop, Corsicatours, the historic expert with its undeniable sales network and indisputable expertise, has a great chance of gaining the upper hand, if it seizes the opportunity offered by the pivot. It was against this backdrop that we were commissioned to develop a pivot and tourism marketing strategy.
Our tourism marketing support: an Open Innovation approach to reveal Corsicatours.
Digital Tourism for Change
We took part in the “Digital Tourism For Change” collective. This flexible collective of agencies, created on the initiative of Wild&Slow, unites players in the sector around marketing and digital solutions to the tourism issues of tomorrow.
2 agencies with expertise in tourism marketing have joined forces to support Corsicatours: Moustic Multimédia (La Rochelle), as global driver and provider of digital and technological solutions, and Wild&Slow, for strategic consulting and marketing positioning.
9 months of co-construction, to reveal Corsicatours in a new context.
To support our customer in this process, we devised a tailor-made collaborative method with the following objectives:
> Unite energies around a common short- and medium-term vision. Mobilize teams around this new project
> Define an ambitious business model, positioning and value proposition in line with emerging market needs, while respecting Corsicatours’ DNA.
> Select realistic priority projects.
Step 1 : Immersion and acculturation
– Data analysis
– Social listening and e-reputation
– Individual interviews
– Brand and market workshop
– Website audit,
– User experience map
Deliverable: Situation audit.
Step 2 : Planning stratégique
– Monitoring of major trends
– Technological solutions research
– Sustainable development watch
– Consumer insights
– Opportunity detection
Deliverables: Pivot opportunities.
Step 3 : Decide
– Choosing a model and the main implementation tools.
– Definition of personas
– Value proposition by target
– Golden Circle
– Define and write positioning
Deliverable : Lean Canvas.
Step 4 : Design
– Workshops and UX design
– Reformulation of the brand platform
– Structural vision
– Launch strategy
Deliverable: Strategic framework
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