A SHARED BRAND NAME TO INCREASE THE APPEAL OF THE ANNECY LAKE AND MOUNTAINS TERRITORY. Press release

Transcription

1 A SHARED BRAND NAME TO INCREASE THE APPEAL OF THE ANNECY LAKE AND MOUNTAINS TERRITORY Press release D E C E M B E R

2 The Partners of the region working together on a joint venture to develop an appealing common development strategy COMBINING THE STRENGTHS WITHIN THE TERRITORY TO INCREASE INTERNATIONAL APPEAL The Annecy Lac & Montagnes 2020 programme began in 2015 as a shared initiative between territorial communities and their tourist offices. The aim was to to work together in order to promote a coherent common territory from Lake to Mountains. For the last 2 years Annecy Lac & Montagnes 2020 partnership has been fully committed to a common vision to develop their territorial marketing. It has fixed ambitious objectives, adopted rules of common governance, drawn up an action plan and developed a strategy of global appeal, announced in June The Annecy Lac & Montagnes 2020 partnership also decided to encompass all the assets of the territory in a single brand name for increased global appeal: ANNECY MOUNTAINS. The Brand is aimed at tourism with the objective of extending into the economic domain and into the hearts of its inhabitants: ANNECY MOUNTAINS. Three critical dimensions are needed to ensure the perfect conditions for success and to guarantee the sustainability of this campaign. The brand will be launched within the territory in December 2017 and then released on an international scale as soon as The Annecy Lac & Montagnes 2020 partnership has made an audacious move to unite and reunite the vital forces in tourism and the economy, as well as the inhabitants, to share together the same vision of a unique territory and take it beyond our borders with strength, consistency and pride. THE PARTNERS WORKING WITHIN THE DEVELOPMENT PLAN THE LOCAL AUTHORITIES Grand Annecy Communauté de communes des Vallées de Thônes Syndicat intercommunal du Massif des Aravis Communauté de communes des sources du Lac d Annecy THE TOURIST OFFICES Lac d Annecy La Clusaz Le Grand-Bornand Manigod Saint-Jean-de-Sixt Sources du Lac d Annecy Thônes Cœur des Vallées Together, they re all ANNECY MOUNTAINS is a shared initiative between territorial communities and their tourist offices with a common goal to promote a coherent common territory from Lake to Mountains. Together with, les Sources du lac, le massif des Aravis, les Vallées de Thônes and le Grand Annecy, we are expressing a strong willingness to establish a solid brand name over time, both in tourism and economically. It s a real opportunity to represent such a unique territory with such exceptional assets and an incomparable quality of life. Together we will be more visible, stronger and more competitive. Jean-Luc RIGAUT, President of Grand Annecy Gérard FOURNIER, President of the Communauté de Communes des Vallées de Thônes Michel COUTIN, President of the Communauté de Communes des Sources du Lac d Annecy André VITTOZ, President of the Syndicat Intercommunal du Massif des Aravis 3 ambitions 3 1 TO ENTER THE TOP 15 WORLDWIDE of tourist destinations to visit at least once in a lifetime 2 MAKE THE TERRITORY A WORLD CLASS DESTINATION For outdoor activities, the creative industries and our sectors of excellence 3 DEVELOP ALLIANCES and ease the arrival of new inhabitants A little history 2004 > 2006 Global Development Contrac Creation of the Lac d Annecy - Massif des Aravis signature > 2010 Development Contract Rhône-Alpes (CDRA) Move to extend the positioning of the territory of Lac d Annecy - Massif des Aravis on an international scale. Unique in Europe, an exceptional natural territory providing access to sporting and cultural activities throughout the year Contract of Sustainable Development Rhône-Alpes (CDDRA) 2014 Contract of Destination objectives 1 ATTRACT tourists, companies and talents 2 BUILD LOYALTY of owners, employees and the sectors 3 INNOVATE with calls for projects and new practises 2015 Contract of Territory Implementation of a territorial governance Creation of Annecy Lac & Montagnes 2020 Partnership and Development of a global appeal strategy. 2 3

3 Between lake and mountains, A territory to live in A40 VERS BOURG-EN-BRESSE A41 AIX-LES-BAINS a great living environment A41 ANNECY Sevrier GENÈVE Le Semnoz (1699m) Saint-Jorioz Alby-sur-Chéran Duingt Lathuile Veyrier du Lac Giez A40 Fillière THÔNES Menthon Saint-Bernard Talloires-Montmin Doussard Plateau des Glières (1450m) Bonneville MANIGOD La Tournette (2351m) Val de Chaise FAVERGES SEYTHENEX Cluses LE GRAND-BORNAND La Pointe Percée (2752m) SAINT-JEAN-DE-SIXT LA CLUSAZ A40 CHAMONIX LE MONT BLANC they re all Get back to nature! You can have it all! Rivers, lakes, rolling countrysides, mountains, natural reserves and regional parks. CHOOSE TO LIVE IN ANNECY MOUNTAINS AND CHOOSE LIFE IN AN EXCEPTIONAL ENVIRONMENT WITH A FAST GROWING ECONOMY. Within easy reach : A remarkable natural amphitheatre with access to all outdoor activities, Diverse, locally-based economic sectors present in International markets, Gastronomy, culture, shopping, wellness, leisure the art of living, French style, A multitude of outstanding sites from the ski resorts all the way down to the lake, the alpine summits to the heart of the old town in Annecy, known as the Venice of the Alps. Choosing ANNECY MOUNTAINS, means taking the safe option in a thriving territory, where everyone can get the best out of life! CHAMBERY La Sambuy (2198m) Périmètre de marque ANNECY MOUNTAINS VERS GRENOBLE VERS LYON BY CAR Paris : 5h / 550 km by A6 Lyon : 1h30 / 150 km by A43 / A41 Marseille : 4h / 430 km by A7 Grenoble : 1h10 / 100 km by A41 Chambéry : 40min / 50 km by A41 Genève : 40min /40 km by A41 Chamonix : 1h10 / 100 km by A40 BY PLANE Paris : 1h either landing at the Annecy-Mont Blanc airport (corporate airport) either or arriving at Geneva Cointrin Londres : 1h30 via Geneva Cointrin airport Barcelone : 2h via Geneva Cointrin airport Berlin : 2h via Geneva Cointrin airport A43 ALBERTVILLE BY BIKE 110 km cycle paths in Annecy Ride around the lake by bike: 38,3 km Over 500 km MTB tracks BY TRAIN Paris : 3h45 Lyon : 2h Marseille : 4h RESORT ACCESS Annecy > Aravis (La Clusaz, Le Grand-Bornand, Manigod, Saint-Jean de Sixt) : 40 min / 30 km by road Annecy > Thônes Cœur des Vallées : 20 min / 20 km Annecy > Semnoz : 20 min / 15 km by road Annecy > La Sambuy : 45 min / 30 km by road Annecy > Plateau des Glières : 30 min / 20 km STÉPHANE THEBAUT PRODUCER AND TV PRESENTER L A MAISON FRANCE 5 I have been presenting a TV lifestyle programme for the last 15 years and I have been travelling and working round France and abroad for 30 years. I can honestly say I have rarely come across a place where there is so much joie de vivre. Within just a few kilometres, you can choose from the lake for water sports, the mountains for outdoor activities and the beautiful surrounding countryside, it really is magical! The number of inhabitants in the ANNECY MOUNTAINS catchment area Source : Annecy Lac & Montagnes 2020 Distribution of the Population GRAND ANNECY inhabitants (34 communes) ARAVIS inhabitants (4 communes) SOURCES DU LAC inhabitants (7 communes) THÔNES CŒUR DES VALLÉES inhabitants (9 communes) 3164 Grand Annecy, a competitive city, deeply involved in globalisation. The number of new inhabitants per year who choose to come and live in the Annecy area. Source : INSEE (population légale 2013, entrée en vigueur au 1 er janvier 2016) 5,8 million The total number of nights spent by tourists in the whole territory. 2 nd corporate tourism destination in Auvergne-Rhône-Alpes. Source : Agglomération Annecy 2030 over 2000 Companies that generate 7000 Year round jobs over 70 % in accommodation and the restaurant industry. 4 5

4 The extras A territory for recreation Throughout the 4 seasons, ANNECY MOUNTAINS is a major destination for nature and winter sports enthusiasts, with a large palette of activities to choose from; on the lake in summer, in the air on a paraglider or on the slopes on skis or a sledge. In ANNECY MOUNTAINS, you can leave the city and reach the summits in less than an hour, go shopping, take in a film at the cinema, enjoy an exhibition, visit a farm, dine in style at a Michelin star restaurant followed by stargazing over breath-taking alpine views. This is just a snapshot of tourism over the combined territory The accommodation capacity in ANNECY MOUNTAINS Breakdown of tourist accommodation ARAVIS beds GRAND ANNECY beds SOURCES DU LAC beds THÔNES CŒUR DES VALLÉES beds The number of paragliding and hang-gliding take-offs over Lake Annecy per year. 7 The number of Michelin stars shared by 5 chefs, 1 of whom was elected chef of the year : Yoann Conte, Laurent Petit, Jean Sulpice, Marc Veyrat et Stéphane Dattrino. 5 star 5 classified hotels, tourist residences, furnished apartments and luxury chalets snowparks 1 biathlon stadium 4 Via Ferrata routes 2 lake fishing sites 3 canyoning sites 20 climbing and caving sites A multitude of wellness centres History ANNECY MOUNTAINS has a rich and varied heritage, from castles that even inspired Walt Disney to sites of remembrance and major Resistance sites on the plateau des Glières. Champions Edgard Grospiron, Tessa Worley, Candide Thovex, Clémentine Lucine, Seiko Fukuoka-Naville... world champions and Olympic medal winners. Total number of kilometres 270 km CROSS COUNTRY SKIING TRACKS 108 km in the Aravis (with 50 km in La Clusaz and Manigod on Beauregard / Thônes and 58 km in le Grand-Bornand), 35 km in Semnoz, 16 km in Talloires Montmin, 28 km in les Glières, 27 km in Val de Tamié The number of mountain passes to conquer on your cycle route. AGENDA Unesco The Bauges massif Regional Nature Park, awarded Global Geopark by Unesco in km DOWNHILL SKIIING SLOPES 210 km in the Aravis, 20 km in Semnoz, 5 slopes in Talloires Montmin, 40 km in Sambuy 1011 km HIKING TRAILS AND NATURE TRAILS 130 km in the Aravis, 430 km in Grand Annecy, 120 km in les Sources du Lac, 331 km in Thônes Coeur des vallées. From 399m (Alby sur Chéran) to 2750m (Pointe Percée) altitude. from 12 TH to 17 TH Déc Annecy-Le Grand-Bornand BIATHLON WORLD CUP from 5 TH to 7 TH Féb La Clusaz THE SUMMITS OF DIGITAL from 11 TH to 16 TH June 2018 Annecy INTERNATIONAL MARKET OF ANIMATED FILM Annecy International Animation Film Festival and its Market from 15 TH to 17 TH June 2018 La Clusaz ALPS BIKE FESTIVAL Tuesday 17 TH July Annecy - Le Grand-Bornand THE TOUR DE FRANCE from 7 TH to 9 TH Sept 2018 Thônes Cœur des Vallées LE PALAIS GOURMAND 6 7

5 MORE FORMATION ANNECY MOUNTAINS territory has a strong economic framework based on 8 areas of expertise, giving it unbeatable potential : A territory to invest both time and money in Mechatronics Industrial innovation hub combining mechanics, electronics and IT Sports and Outdoors The OSV (Outdoor Sports Valley) has 435 members and contributes to the development of outdoor sports, generates competence and promotes the practice of sports ANNECY MOUNTAINS territory has a strategic geographical location situated in the heart of the Auvergne-Rhône-Alpes Region, close to Switzerland and Italy. It is the ideal location for establishing and developing companies and offers an exceptional quality of life for employees. It has so much to offer : A centre for higher education : universities, Business schools, Polytechnic, Les Gobelins for animation they re all Agro-Pastoralism With AOP Reblochon Lifestyle and construction Sustainable construction as well as furniture production are thriving industries A sustained strong growth dynamic: over companies that generate 7000 jobs per year of which 70% evolve within the accommodation and restauration industries MARIE-LOUISE DONZEL PRESIDENT OF THE UNION REBLOCHON FERMIER PRODUCERS AND FARMER Several networks of heads of companies (club TPE, Créa 74, CGPME) Three business incubators working with innovative projects mainly from within the multimedia and 3D animation industry A large range of specific training and apprenticeships dedicated to professions in demand Infrastructure and transport networks to ease international access I have always lived here in the Aravis, and I am delighted to see the lake and the mountains coming together. We will be able to spread the word about our products better and attract more and more people to our towns and villages. Throughout the year we are complementary, visitors to the lake or Annecy also come up to the mountains, and vice versa. Which is why it is essential that we work together. General Tourism 5,8 million visitors per year with economic benefits estimated at 720 M per year Corporate Tourism Corporate tourism generates 40% of tourist nights The Creative Industries Teaching Veritable industry stalwart in Auvergne-Rhône-Alpes with the World s biggest Animation Film Festival students shared among 20 higher education establishments Source : INSEE 8 9

6 A territorial brand name that represents all all that we are The brand will be integrated in all communication used by those within and part of the territory! All our communication will be unified under the graphic identity of ANNECY MOUNTAINS. It will be available in a variety of forms to allow each and every one to show their partnership and support of the territory. THE DESTINATIONS A variation of this identity is planned to associate ANNECY MOUNTAINS with existing brands and institutions within the territory. WHY A BRAND? A brand name means a territory can stand out from the competition just like a company, in order to be attractive and visible. Today s clients like to identify with a territory, and a territorial brand name epitomises the spirit of the territory. A brand also represents a certain element of choice, a competitive advantage and encourages the development of a community spirit to bring together all the partners around the territory. The Annecy Lac & Montagnes 2020 group chose an International brand to group Annecy with its lake, surrounding countryside and mountains. they re all BERNARD FOURNIER CHIEF EXECUTIVE OFFICER OF LA SOCIÉTÉ FOURNIER THE BRAND M ADE IN A distinctive quality label has been developed for companies whose activity, production or services are perfectly in tune with the creative and innovative identity of the territory. The label will be awarded according to eligibility requirements. A SYMBOL OF UNITY What more can you find here that you can t find elsewhere? This element is the marker of a territorial identity. It consists of : The I represents the link between the shores of the lake and the two major areas of activity : the town and the mountains. The N represents the contours of the mountains and the route up to reach the summits. A graphic pointer surrounds the letters, to indicate the geographical position. Simple, yet instantly recognisable and easy to use, it will quickly be assimilated with the brand. There is a unique combination of three elements here that you can t find in all the other regions, the beauty of the landscapes, tourism, agriculture and finally industry. It is rare to find these three such positive elements in a single region. It leads to great industry, stunning landscapes and fantastic agriculture. O FFICIAL PARTNER AND A MBASSADORS The brand ANNECY MOUNTAINS belongs to all partners contributing in the promotion of the territory. Carrying the logo indicates the connection of your brand and products with the intrinsic quality of the territory, and of course being part of the brand promise. Local partners who wish to communicate their association with the brand, may display official partner or ambassador with permission of the governing body

7 A brand environment for reaching out and sharing our world Two essential tools ANNECY MOUNTAINS, is an attitude, a choice of image, a style, an emotion. Here are some samples. they re all THE GUIDE TO THE BRAND Includes all the elements needed to enter into the spirit of the brand and how to adopt and use it. AIMÉ JACQUET MANAGER OF THE FRENCH FOOTBALL TEAM, WORLD CHAMPIONS 1998 Why makes this place so unique? It s open to everyone. You can do everything here! Whether you walk, run or cycle, there is a multitude of solutions. It s such a wonderful place! You can take a trip to the lake and just dive right in! You could say it s an invitation to do sport. That s why when I moved here it kick started my career again. I always say that it s thanks to this region that I started back into training with so much ease and enthusiasm. MADE annecymountains.com The web site promotes the territory from 3 angles: Live IN, Visit IN and Invest IN

8 Action plans CREATE, UNIFY, LAUNCH, IMPLEMENT Launch of teasers Local communication campaign Building the brand Validation of the brand and strategy definition Presentation of the procedure to representatives of the actors in the economy and tourism Definition of the communication plan Creation of communication tools Press conference : Statements from elected representatives on the Annecy Lac et Montagnes 2020 programme Recruitment of the first emblematic ambassadors Announcement of work completed in common in the territories Announcement of the territorial brand at the beginning of December Brand launch Presentation of the brand to elected representatives and heads of the various industries in the territory Presentation of the brand to the general public Unveiling of information supports Recruitment of ambassadors and professionals in the territory Awareness campaign for local businesses National communication campaign International Brand launch T1 T2 T3 T4 FROM JANUARY TO APRIL 2017 FROM APRIL TO DECEMBER 2017 DECEMBER

9 16 Réalisation : hula-hoop.fr Décembre 2017 Crédits photos : P.Lebeau - D.Machet - M.Verpaelst - D.Balay - JM Favre - T.Nalet - P.Royer - C.Chovet - Shutterstock For more information, contact ANNECY MOUNTAINS :