The new Haute-Savoie Departmental Tourism Committee (CDT) will soon celebrate its first anniversary. After a phase of studying its image and international reputation, the Haute-Savoie Mont-Blanc is shifting into high gear with an ambitious media plan for 2025-2026: outdoor advertising, television, digital, and social media. Tourism, which represents nearly 30% of the department's GDP, is entering a new era. Here's what this means for professionals in the sector.
Summary
What? Why now?
The destination has a lot riding on this: tourism is identified as a major economic driver for the region. The CDT (Departmental Tourism Committee) aims to establish a consistent communication strategy to permanently position Haute-Savoie as a year-round destination. The announced media plan is ambitious: over 1,600 billboards across France and Switzerland (including 974 prime billboards and 150 strategic billboards for summer 2025), more than 500 TV spots representing approximately 86 million impressions, 2.2 million impressions on M6+ replay, and nearly 70 pages of editorial content in partner newspapers and magazines. For tourism stakeholders, it's a clear invitation: align themselves with the Haute-Savoie Mont-Blanc or risk being left behind.
How to take advantage of it? 7 steps to react
- Align your products with the Haute-Savoie Mont-Blanc brand : mention it in your offers, brochures and web pages.
- Identify key experiences : high-altitude resorts, village resorts, four-season lakes, nature and cultural getaways. These are the strategic axes of the CDT.
- Synchronize your communication with the media calendar : summer 2025 (outdoors), autumn 2025 (press and digital), winter 2025-2026 (TV and social media).
- Highlighting the cross-border dimension : the campaign targets Switzerland and the Geneva region, a major asset for your products.
- Reuse the signature “Highly…” : “Highly magical”, “Highly ingenious” — use it in your brand stories.
- Prepare your field partners : hoteliers, transporters, activity providers… Anticipate peaks in demand linked to increased visibility.
- Measure and adjust : track your bookings and customer origins to capture the campaign effect and adapt your offers.
Three scenarios for your business
| Scenario | Assumption | Recommended action |
|---|---|---|
| Immediate action | Rapid integration of the brand and media plan | Competitive advantage, enhanced visibility, rapid demand capture |
| Measured approach | Observation of the first fallout | Lower risk, but less pronounced positioning |
| No action | No adaptation to the territorial strategy | Risk of losing market share and becoming invisible |
Questions your customers or partners might ask
1. Why mention "Haute-Savoie Mont-Blanc" in our communication?
Because the territorial brand becomes a visibility label. Integrating it into your communication associates you with a recognized collective dynamic.
2. Is this a winter campaign only?
No: the plan targets all four seasons with a message of accessibility and diverse experiences. The summer 2025 campaign has already launched this movement.
3. What types of products should be prioritized?
Nature, culture and wellness holidays; village resorts and lakes; authentic experiences rather than standardized tours.
4. How to avoid an opportunistic effect?
By integrating the brand with consistency and sincerity: truly adapt your products to the spirit of "Highly…".
5. Do the visuals and messages need to be reworked?
Yes: the campaign emphasizes immersive and premium visuals. Your materials must reflect this quality.
Concrete example: the summer 2025 display
The campaign, launched in the summer of 2025, comprised 974 billboards in major regional cities, the Geneva metropolitan area, and along the Swiss border, supplemented by 150 locations in cultural and leisure venues. This level of investment demonstrates the department's commitment to positioning its brand as a leading Alpine tourist destination. If you operate in this region, coordinating your campaigns is crucial.
Key takeaways and actions
- Use the keyword Haute-Savoie Mont-Blanc in your content and offers.
- Align your products with the "resorts / villages / lakes" axes.
- Plan your promotions according to the CDT media calendar.
- Capitalizing on the proximity of Switzerland / Geneva.
- Modernize your visuals and messages to reflect the quality of the campaign.
- Prepare your teams and partners for increased visibility.
- Monitor performance and adjust your actions.
Updates
The CDT Haute-Savoie Mont-Blanc finalized its image study in early 2025 and launched the "Highly..." campaign in the summer of 2025. The next major phase, winter 2025-2026, plans a strengthened presence in TV, digital and international partner media.
Sources
https://hautesavoiemontblanc-tourisme.com/espace-pro/presse/
https://www.actumontagne.com/en-bref/%F0%9F%93%A2-haute-savoie-mont-blanc-lance-sa-campagne-hautement-magique/
https://www.ledauphine.com/economie/2025/11/05/bon-demarrage-des-reservations-pour-l-hiver-2026
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