Main objective of the campaign achieved: the cost of incentives of the loyalty-building programme was reduced by 65%, while maintaining the customer satisfaction level at 28%.96% of the clients who accessed the site downloaded at least one of the routes and toured the cities on the site in an average of 11 minutes.These data represent more than 5.4m minutes of geopositioned stories downloaded and over 360,000 km covered during the 6 months of the campaign.