Atout France, the French tourism development agency, is launching its biggest ever UK advertising campaign in March under the creative banner ‘What’s your tour de France?’

The campaign is focused on re-establishing France as the UK’s favourite holiday destination and regaining visitors from to other European destinations including Spain, Greece and Italy

Capitalising on the growing popularity of the Tour de France in the UK, the campaign leverages the fact that the first stage of this year’s race will take place in Leeds, West Yorkshire in July.

Gwenaelle Maret-Delos, director of Atout France UK and Ireland, said: “For many years we have been advertising across each region, but the general France message sent to the consumer is not present and strong enough in their minds.

“We want to put France back on the tourism map, and reignite the old love affair between the UK and France.”

The appointed travel advertising agency, Souk Response, has developed ‘Instagram style’ creative concepts for the campaign, showcasing all the key themes of a French holiday – the great outdoors, food and drink, sports and activities, city breaks, culture and history.

“Every ad shows different people’s holiday experiences, from family holidays in the sun, to a couple on a wine tasting tour.

‘Selfie’ pictures, accompanied by quirky comments, allow us to share individuals’ memories of their great holiday,” added Maret-Delos.

“And by asking the question “What’s your tour de France?” at the end of each ad, we invite the reader to imagine their perfect French holiday.”

The £2m campaign, which will run across press, outdoor, and online advertising, and will have its own dedicated website, aligns the interests of Atout France’s 55 partners.