ABSTRACT

Tunisia post January 14, 2011, is a new Tunisia, a plural Tunisia, a country that is reborn and has decided to take the path of learning democracy. The Tunisian tourism administration, tourism professionals, and organizations in the Tunisian civil society rallied to review the situation and to establish a new marketing and communication strategy, especially at a time of high security concerns. The major objective was therefore to promote the tourism potential of Tunisia, away from the beaten track and clichés of the seaside and a cheap destination intended for mass tourism. The issue was to broadcast a nuanced image of Tunisia externally and internally, through a new branding campaign based on the human experience in the digital age; the strategy was to combine both digital technologies and traditional story-telling to arouse the emotions of our targets. Word-of-mouth in the digital age is one of the most powerful tools we choose to build our content strategy.