A SHARED BRAND NAME TO INCREASE THE APPEAL OF THE LAKE AND MOUNTAINS TERRITORY

Press release DECEMBER 2017

1 The Partners Together, they’re all of the region talking 3ambitions working together about it 1 • TO ENTER THE TOP 15 objectives on a joint venture to develop WORLDWIDE ”ANNECY MOUNTAINS is a shared of tourist destinations 3 initiative between territorial to visit at least once in an appealing common communities and their tourist offices a lifetime with a common goal to promote a 1 • ATTRACT tourists, coherent common territory from companies and talents 2 MAKE THE TERRITORY development strategy Lake to Mountains . Together with, les •  A WORLD CLASS Sources du lac, le massif des Aravis, DESTINATION les Vallées de Thônes and le Grand 2 • BUILD LOYALTY of owners, For outdoor activities, the Annecy, we are expressing a strong employees and the sectors COMBINING THE STRENGTHS WITHIN THE TERRITORY willingness to establish a solid brand creative industries and our TO INCREASE INTERNATIONAL APPEAL name over time, both in tourism and sectors of excellence economically. It’s a real opportunity 3 to represent such a unique territory • INNOVATE with calls for The ”Annecy Lac & Montagnes 2020” pro- ANNECY MOUNTAINS. The Brand is aimed with such exceptional assets and 3 • DEVELOP ALLIANCES projects and new practises gramme began in 2015 as a shared initiative at tourism with the objective of extending an incomparable quality of life. and ease the arrival of between territorial communities and their into the economic domain and into the hearts Together we will be more visible, new inhabitants tourist offices. The aim was to to work to- of its inhabitants: ANNECY MOUNTAINS. stronger and more competitive”. gether in order to promote a coherent com- Three critical dimensions are needed to en- mon territory from Lake to Mountains. sure the perfect conditions for success and Jean-Luc RIGAUT, For the last 2 years ”Annecy Lac & Mon- to guarantee the sustainability of this cam- President of Grand Annecy tagnes 2020” partnership has been fully paign. The brand will be launched within Gérard FOURNIER, committed to a common vision to develop the territory in December 2017 and then re- President of the Communauté de their territorial marketing. It has fixed ambi- leased on an international scale as soon as Communes des Vallées de Thônes A little tious objectives, adopted rules of common 2018. The ”Annecy Lac & Montagnes 2020” Michel COUTIN, governance, drawn up an action plan and partnership has made an audacious move to President of the Communauté de history developed a strategy of global appeal, an- unite and reunite the vital forces in tourism Communes des Sources du Lac nounced in June 2017. and the economy, as well as the inhabitants, d’Annecy The ”Annecy Lac & Montagnes 2020” to share together the same vision of a unique André VITTOZ, 2004 > 2006 partnership also decided to encompass territory and take it beyond our borders with President of the Syndicat Global Development Contrac Intercommunal du Massif des Aravis all the assets of the territory in a single strength, consistency and pride. Creation of the ”Lac d’Annecy - Massif des Aravis” signature. brand name for increased global appeal: 2006 > 2010

THE PARTNERS WORKING WITHIN THE DEVELOPMENT PLAN 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, THE LOCAL AUTHORITIES an exceptional natural territory providing access to sporting and cultural activities throughout the year. Grand Annecy Communauté de communes 2012 des Vallées de Thônes Contract of Sustainable Development Rhône-Alpes (CDDRA) Syndicat intercommunal du Massif des Aravis 2014 Communauté de communes Contract of Destination des sources du Lac d’Annecy 2015 THE TOURIST OFFICES Contract of Territory Lac d’Annecy Implementation of a territorial governance La Clusaz Creation of Annecy Lac & Montagnes 2020 Partnership and Le Grand-Bornand Development of a global appeal strategy. Manigod Saint-Jean-de-Sixt Sources du Lac d’Annecy Thônes Cœur des Vallées

2 3 Between lake A territory and mountains, to live in CHOOSE TO LIVE IN ANNECY MOUNTAINS AND CHOOSE LIFE IN AN EXCEPTIONAL ENVIRONMENT WITH A FAST GROWING a great living ECONOMY.

environment Within easy reach : A remarkable natural amphitheatre with access to all outdoor activities,

GENÈVE Diverse, locally-based economic sectors present (TGV) A40 in International markets, Gastronomy, culture, shopping, wellness, A40 leisure… the art of living, French style,

VERS BOURG-EN-BRESSE A multitude of outstanding sites from the ski

A41 Bonneville Cluses A40 resorts all the way down to the lake, the alpine summits to the heart of the old town in Annecy,

Fillière known as the Venice of the Alps.

Plateau des Glières (1450m) Choosing ANNECY MOUNTAINS, means taking ANNECY (TGV) LE GRAND-BORNAND they’re the safe option in a thriving territory, where La Pointe Percée (2752m) SAINT-JEAN-DE-SIXT everyone can get the best out of life!

Veyrier LA CLUSAZ du Lac THÔNES CHAMONIX all Menthon MANIGOD Saint-Bernard La Tournette Le Semnoz (2351m) LE MONT BLANC (1699m) Talloires- A41 Saint-Jorioz Get back to nature! Alby-sur-Chéran talking Lathuile You can have it all! Rivers, lakes, rolling countrysides, AIX-LES-BAINS (TGV) Val de Chaise mountains, natural reserves and regional parks. FAVERGES Giez SEYTHENEX about it La Sambuy (2198m) Périmètre de marque CHAMBERY ANNECY MOUNTAINS (TGV)

A43 VERS GRENOBLE ALBERTVILLE (TGV) STÉPHANE THEBAUT VERS LYON PRODUCER AND TV PRESENTER BY CAR BY BIKE ”LA MAISON 5” Paris : 5h / 550 km by A6 110 km cycle paths in Annecy Grand Annecy, a competitive city, deeply Lyon :  ”I have been presenting a TV lifestyle 1h30 / 150 km by A43 / A41 Ride around the lake by bike: 237 511 involved in globalisation. Marseille : 4h / 430 km by A7 38,3 km programme for the last 15 years and I The number of inhabitants in the ANNECY MOUNTAINS Grenoble : 1h10 / 100 km by A41 Over 500 km MTB tracks have been travelling and working round catchment area Chambéry : 40min / 50 km by A41 France and abroad for 30 years. I can Source : Annecy Lac & Montagnes 2020 nd Genève : 40min /40 km by A41 BY TRAIN honestly say I have rarely come across 3164 2 Chamonix : 1h10 / 100 km by A40 Paris : 3h45 a place where there is so much joie de Lyon : 2h vivre. Within just a few kilometres, you can Distribution of the Population The number of new corporate tourism BY PLANE Marseille : 4h choose from the lake for water sports, the inhabitants per year who destination in choose to come and live Auvergne-Rhône-Alpes. Paris : 1h either landing at the mountains for outdoor activities and the beautiful surrounding countryside, it really GRAND ANNECY in the Annecy area. Source : Agglomération Annecy 2030 Annecy-Mont Blanc airport RESORT ACCESS Source : INSEE (population légale 2013, is magical !” 203 078 inhabitants (corporate airport) either or Annecy > Aravis (34 communes) entrée en vigueur au 1er janvier 2016) arriving at Geneva Cointrin (La Clusaz, Le Grand-Bornand, ARAVIS Londres : 1h30 via Geneva Cointrin Manigod, Saint-Jean de Sixt) : 6 400 inhabitants over 2000 airport 40 min / 30 km by road (4 communes) Companies that generate Barcelone : 2h via Geneva Cointrin Annecy > Thônes Cœur des Vallées : SOURCES DU LAC 15 114 inhabitants 5,8 airport 20 min / 20 km (7 communes) 7000 Berlin : 2h via Geneva Cointrin Annecy > Semnoz : Year round jobs airport THÔNES CŒUR million 20 min / 15 km by road DES VALLÉES % Annecy > La Sambuy : 12 919 inhabitants The total number of over 70 45 min / 30 km by road (9 communes) nights spent by tourists in accommodation and the restaurant industry. Annecy > Plateau des Glières : in the whole territory. 30 min / 20 km

4 5 The extras

4 snowparks A territory 150 000 1 biathlon stadium 4 Via Ferrata routes for recreation The number of paragliding and hang-gliding 2 lake fishing sites take-offs over Lake Annecy per year. 3 canyoning sites 20 climbing and caving sites Throughout the 4 seasons, ANNECY MOUNTAINS is a major destination for nature and A multitude of wellness centres 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 7 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 number of Michelin stars shared by 5 chefs, 1 of whom was elected chef of the History year : Yoann Conte, Laurent Petit, Jean Sulpice, Marc Veyrat et Stéphane Dattrino. ANNECY MOUNTAINS has a rich and varied heritage, from castles that even inspired Breakdown of tourist Walt Disney to sites of remembrance and major 152 262 accommodation Resistance sites on the plateau des Glières.

ARAVIS 5 star The accommodation capacity in 68 000 beds ANNECY MOUNTAINS GRAND ANNECY 60 600 beds 5 classified hotels, tourist residences, SOURCES DU LAC Champions furnished apartments and luxury chalets. 12 800 beds THÔNES CŒUR DES VALLÉES Edgard Grospiron, Tessa Worley, Candide Thovex, 10 862 beds Clémentine Lucine, Seiko Fukuoka-Naville... 18 world champions and Olympic medal winners.

The number of mountain passes to conquer on Total number of your cycle route. Unesco kilometres The Bauges massif Regional Nature Park, awarded Global Geopark by Unesco in 2015. 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 AGENDA Semnoz, 16 km in Talloires Montmin, 28 km in les Glières, 27 km in Val de Tamié

from 12TH to 17TH Déc. 2017 from 11TH to 16TH June 2018 Tuesday 17 TH July. 2018 270 km DOWNHILL SKIIING SLOPES Annecy-Le Grand-Bornand Annecy Annecy - Le Grand-Bornand 210 km in the Aravis, 20 km in Semnoz, 5 slopes in Talloires Montmin, BIATHLON WORLD CUP INTERNATIONAL MARKET THE TOUR DE FRANCE 40 km in Sambuy OF ANIMATED FILM Annecy International TH TH Animation Film Festival and from 7TH to 9TH Sept 2018 from 5 to 7 Féb. 2018 its Market 1011 km HIKING TRAILS AND NATURE TRAILS La Clusaz Thônes Cœur des Vallées 130 km in the Aravis, 430 km in Grand Annecy, 120 km in les Sources THE SUMMITS OF DIGITAL LE PALAIS GOURMAND 331 km du Lac, in Thônes Coeur des vallées. from 15TH to 17TH June 2018 From 399m (Alby sur Chéran) to 2750m (Pointe Percée) altitude. La Clusaz ALPS BIKE FESTIVAL

6 7 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 Mechatronics Sports and Outdoors Industrial innovation hub combining The OSV (Outdoor Sports Valley) mechanics, electronics and IT has 435 members and contributes money in 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 they’re and Italy. all It is the ideal location for establishing and developing companies and offers an exceptional quality of life for talking employees. Agro-Pastoralism Lifestyle and construction It has so much to offer : With AOP Reblochon Sustainable construction as well about it as furniture production are thriving A centre for higher education : universities, Business industries schools, Polytechnic, Les Gobelins for animation

A sustained strong growth dynamic: over 2 000 MARIE-LOUISE DONZEL companies that generate 7000 jobs per year of which PRESIDENT OF THE UNION 70% evolve within the accommodation and restauration REBLOCHON FERMIER industries PRODUCERS AND FARMER Several networks of heads of companies (club TPE, Créa 74, CGPME) ”I have always lived here in the Aravis, and I am delighted to see the lake and Three business incubators working with innovative projects the mountains coming together. We General Tourism Corporate Tourism mainly from within the multimedia and 3D animation will be able to spread the word about 5,8 million visitors per year with Corporate tourism generates 40% industry our products better and attract more economic benefits estimated at of tourist nights and more people to our towns and 720 M€ per year  A large range of specific training and apprenticeships villages. Throughout the year we dedicated to professions in demand are complementary, visitors to the lake or Annecy also come up to the Infrastructure and transport networks to ease international access mountains, and vice versa. Which is why it is essential that we work together.”

The Creative Industries Teaching Veritable industry stalwart in 7 500 students shared among Auvergne-Rhône-Alpes with the 20 higher education establishments World’s biggest Animation Film Source : INSEE Festival

8 9 The brand will be integrated in all communication used by those within A territorial brand name 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 that represents all each and every one to show their partnership and support of the territory. all that we are

THE DESTINATIONS

A variation of this identity is planned to associate ANNECY MOUNTAINS with existing brands and institutions within the territory.

WHY A BRAND ? they’re A brand name means a territory can stand out from the competition just like a company, in order all 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. talking

A brand also represents a certain element of choice, a competitive advantage and encourages about it THE BRAND ”MADE IN” the development of a community spirit to bring A distinctive quality label has been developed for companies whose together all the partners around the territory. BERNARD FOURNIER activity, production or services are perfectly in tune with the creative The ”Annecy Lac & Montagnes 2020” group chose CHIEF EXECUTIVE and innovative identity of the territory. The label will be awarded an International brand to group Annecy with its OFFICER OF according to eligibility requirements. lake, surrounding countryside and mountains. LA SOCIÉTÉ FOURNIER

What more can you find here that you A SYMBOL OF UNITY can’t find elsewhere ?

”There is a unique combination of This element is the marker of a territorial identity. three elements here that you can’t It consists of : find in all the other regions, the beauty The ”I” represents the link between the shores of the landscapes, tourism, agriculture ”OFFICIAL PARTNER” AND ”AMBASSADORS” of the lake and the two major areas of activity : and finally industry. It is rare to find the town and the mountains. these three such positive elements in The brand ANNECY MOUNTAINS belongs to all partners contributing in a single region. It leads to great in- the promotion of the territory. Carrying the logo indicates the connection The ”N” represents the contours of the mountains dustry, stunning landscapes and fan- of your brand and products with the intrinsic quality of the territory, and and the route up to reach the summits. tastic agriculture.” of course being part of the brand promise. A graphic pointer surrounds the letters, to Local partners who wish to communicate their association with the brand, indicate the geographical position. may display ”official partner” or ”ambassador” with permission of the Simple, yet instantly recognisable and easy to use, governing body. it will quickly be assimilated with the brand.

10 11 A brand environment Two essential for reaching out tools and sharing our world

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

talking Includes all the elements needed to enter into the about it 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 WWW.ANNECYMOUNTAINS.COM

The web site promotes the territory from 3 angles: annecymountains.com Live IN, Visit IN and Invest IN.

12 13 Action plans 2017-2020

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

T1 T2 T3 T4

FROM JANUARY FROM APRIL DECEMBER 2018-2020 TO APRIL 2017 TO DECEMBER 2017 2017

14 15 For more information, contact ANNECY MOUNTAINS : [email protected] 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 - C.Chovet - P.Royer - T.Nalet - JM Favre - D.Balay - M.Verpaelst - D.Machet : P.Lebeau photos • Crédits 2017 • Décembre : hula-hoop.fr Réalisation

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