The mission of the Alsace Regional Tourist Bureau (CRT Alsace) is to promote the Alsace region in France and around the world. The tourist bureau is an independent entity of the Regional Council whose sole aim is to promote tourism in the region. The CRTA called upon Activis to overhaul its website with a view to improving its online visibility and overall effectiveness. To achieve this, Activis added their content management system, Direct News and an extensive multilingual Search Engine Optimisation campaign. The new-look website also featured a new graphic charter.
The entire site is available in English and German, with mini sites managed using Direct News for the other languages. While Alsace is the smallest of France’s regions, it is by no means the least attractive in terms of tourism. Making sure this message was getting through to potential visitors the world over via Internet search engines was a key part of this project. Organic search engine optimisation was the means selected for this goal, with Italian, Dutch and Chinese speaking markets being the initial focus.
With an international SEO team bringing together technical, linguistic and cultural expertise for a wide variety of countries, Activis was able to propose a multicultural approach which capitalised on marketing data provided by the CRT Alsace. These elements were used to identify the keywords that would generate the greatest number of qualified visitors to the region’s sites. The SEO work performed on the sites encompassed:
