Le guide du Routard: community strategy

The digital communication agency Eureka Time worked alongside the famous brand Guide. We advised them on the best digital community strategy to implement.

 

BRAND PLATFORM: DIGITAL COMMUNITY STRATEGY

The Hitchhiker’s Guide is a strong and iconic brand, albeit an ageing one. The famous Guide brand embraced the arrival of the digital by developing a discussion forum on its website with a strong community brand dimension.

However, its community strategy in terms of generational dimension spoke more to the generation of users aged 60-80 years old, rather than to Generation Y users.

 

GENERATIONAL BRAND TO RECONNECT WITH YOUNGER AUDIENCES

In effect, the growing generation of millennials is marked by more developed digital use than their elders. They also show different expectations and habits in terms of travel consumption.

For an entire generation of users accustomed to free online services like TripAdvisor, purchasing one of Hitchhiker’s paper guidebooks is not an automatic decision.

Moreover, these large social network users do not hesitate to directly ask their networks and their communities of friends for good travel tips, skipping over professional help entirely.

 

AN ECONOMIC MODEL CHALLENGED BY THE DIGITALISATION OF THE ECONOMY 

The Hitchhiker’s Guide faces challenges from new competitors and is being threatened with disruption. The issues of the digital transition and the evolution of the business model for the brand Hitchhiker’s Guide are high.

 

COMMUNITY AND DIGITAL STRATEGY

The brand’s strengths include a good reputation and an important community of faithful followers. These are the true ambassadors on which the brand can rely and capitalise, as long as they don’t disappoint them as they innovate to expand their online services.

We carried out a consultancy task in order to define and develop the digital community strategy for the brand. We proposed innovative services the brand could put in place to satisfy and engage their community.

 

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Digital communication agency, Eureka Time accompanies influential brands. We help enterprises to connect to their audiences, thanks to the digital world.

Present in France, in Paris, and internationally, in Barcelona, the agency has strong digital expertise allowing it to accompany the big groups on all of their digital projects:

  • Technological development (web sites, mobile applications, connected objects)
  • Digital brand platform
  • Influence campaign and community management,
  • Creation of content and media

 

Contact us to learn more about our offers in digital innovation and digital transformation.