Atout France, the France Tourism Development Agency, and its partners, has launched its biggest ever UK integrated marketing campaign, based on the established tagline, ‘What’s your tour de France?’.
The campaign, devised by creative agency, SOUK Response, is focused on re-establishing France as the UK’s favourite holiday destination and aims to increase visitor levels beyond that of visitors to rival European destinations such as Spain, Greece and Italy.
The £1.5 million campaign, which will run across press, outdoor, tube, display and social media, will have its own dedicated website, uk.rendezvousenfrance.com.
Atout France’s partners will have their interests covered as advertisements with their branding built in to adverts specific to destinations, popular tourist pastimes and cultural organisations. New partners for 2015 include Eurostar and Golfing Associations.
The four-month campaign will focus on 37 destinations in France united with seven transport companies, with a suite of 45 creative executions.
The campaign will be followed by an online content strategy combining weekly blogs with tailored Google Streetview time lapses for each French destination. The time lapses or hyperlapses, take the viewer on a virtual journey through some of the participating destinations. The blogs, published throughout the campaign, will highlight different experiences and activities within each destination from a first-person perspective.