What’s Your Tour de France?
Friday March 21, 2014 at 9:29am
Atout France, the France Tourism Development Agency, is launching their biggest ever UK advertising campaign in March under the creative banner ‘What’s your tour de France?’ 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. Social media will play an important part in the campaign, with Facebook, Instagram, and Twitter being used to engage and convert UK audiences. Furthermore, consumers will have a chance to win one of 38 trips to France by logging on to the campaign website www.yourfrenchtour.com and sharing it on their Facebook accounts. The £2m campaign, which will run across press, outdoor, and online advertising, and will have its own dedicated website (www.yourfrenchtour.com), aligns the interests of Atout France’s 55 partners including destinations, tourism and cultural organizations, Brittany Ferries, DFDS Seaways, PO Ferries, CityJet, British Airways, Voyages Sncf and some Tour-Operators (Corsican Places and Inntravel). The site will also allow users to create their perfect tour de France for their next holidays. 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. 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. Gwenaelle Maret-Delos, director of Atout France UK and Ireland, says: “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.”