Atout France, the France tourism development agency, and its partners, is continuing its biggest ever UK integrated marketing campaign retaining the creative strategy ‘What’s your tour de France?’
The campaign, devised by specialist travel and tourism 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.
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.
Gwenaelle Maret-Delos, director of Atout France UK & Ireland, said: “We are delighted to continue the success of the award nominated campaign ‘What’s your tour de France?’ and we are particularly pleased to once again have the support of the long-term strategic partners such as Brittany Ferries, DFDS, Midi-Pyrenees and Western & Northern France for the campaign.
“This will only reinforce France’s position as the world’s leading travel destination.”
The four-month campaign, commencing in March 2015, will focus on no less than 37 destinations in France united with seven transport companies, with a suite of 45 creative executions, making it a complex and tailored advertising programme.
Atout France with the help of its agency SOUK designed Instagram-style creative concepts for the campaign which clearly showcase the key themes of a French holiday; the great outdoors, food and drink, sports and activities, city breaks, culture and history
This year will also see the establishment of 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.