Launch of the brand “Les voyages impressionnistes – Instants de bonheur” (Impressionist journeys - Moments of happiness) at the Musée d’Orsay
The morning was devoted to presenting the results of the study to define a common strategy for Normandy and Paris Region impressionists *, addressing via the round table the issue of "How to diversify and strengthen the offer around Impressionism?” See programme below.
The analysis of the diagnosis of the interregional offer carried out under the study made it possible to define 5 strategic axes to develop;
1- Creating the conditions for sharing the exemplary and innovative character of the cultural Impressionism offer;
2- Aiming for cultural excellence of the impressionist "archipelago of offers";
3- Encouraging the tourist structuring of the impressionist "archipelago of offers";
4- Creating the conditions for a project dynamic through the organisation of the sector and adapted governance;
5- Stimulating the marketing of the Destination.
The next and final step in this work will consist in translating the operational objectives identified into action plans.
The afternoon opened with a round table on "How to promote Destination Impressionism?” which aimed to provide an overview of promotional actions taken since the 1st Destination Forum was held in Giverny in 2015, and to present the 3 new tools made available to the stakeholders of the offer (in french only) :
Finally, at the closing of the Forum, Marie-Agnès Poussier-Winsback, Vice-Chairman of the Normandy Region and Vice-Chairman of the CRT of Normandy, and Bruno Millienne, Vice-Chairman of the Paris Region Tourist Board, unveiled the brand of the Destination “Les voyages impressionnistes – Instants de bonheur”* (Impressionist journeys - Moments of happiness). A brand that positions Impressionism as an AOC, reflects the wealth of the visitor experience related to the promise of a little happiness, and invites the visitor to wander. A shared brand made available to the offer’s stakeholders, it is intended to be practical, flexible and easy to use.
The participants of this day enjoyed a special reception at the Musée d'Orsay, with access to the Impressionist Gallery which was exclusively opened for them, the museum being closed to the public.
The Paris Region Tourist Board thanks the teams at the Musée d'Orsay, the Normandy Region, the CRT de Normandy, the Normandie-Giverny Tourism Office, the speakers and Xavier Mauduit.
*The "supply" and "brand" studies benefited from the support of the Regions and the National Fund for Regional Planning and Development.
Read the Forum programme (in French only) :