N'ime afọ nke abụọ sochirinụ, Atout France, Agencylọ Ọrụ Na-ahụ Maka Njem Nleta nke France, otu ndị njem nlegharị anya obodo 13, na ụlọ ọrụ 30 nọ na ngalaba njem nlegharị anya ejikọtala ọnụ ịkpọ ndị njem Europe ka ha “nyochaa France.” - atụmatụ nke nyere aka na nlọghachi nke ndị ahịa Europe na France hụrụ na ọnwa ndị na-adịbeghị anya.
The Explore France campaign – launched in April on 10 European markets with a total investment of around 10 million euros – maintained and strengthened the momentum launched in 2021.
The aim was to better position France as a sustainable destination, capable of responding to new expectations of European travelers of more respectful tourism anchored to the territory.
From April to October, there were: more than 120 awareness and conversion campaigns; 815 million advertising images visible online; 39 journalists hosted for 47 leisure press articles published to date (31 online articles, 12 articles in print and 4 in online and written press), reaching 1.3 million readers and 11 million unique visitors; 42 hosted influencers, with a cumulative audience of 2.9 million contacts; over 38 million views on all videos broadcast for the general public.
The campaign continues until the end of 2022 to encourage departures in the last quarter. The coming weeks show intentions for leisure travel within 6 months on the increase compared to 2021, in particular for the British (87%, +4 points), German (82%, +7 points), Dutch (66%, +6 points) markets) and American (90%, +6 points).
The campaign was based on the distinctive strengths of the destination: unspoiled nature, guaranteed “gentle” travel, hotel accommodation with a sustainable tourism approach, local gastronomy, towns, and villages with character, and culture. Tourists were invited to explore the richness of French destinations and to discover an innovative, surprising, and inspiring offer.
Investments have sought to encourage departures to France in spring and autumn with 23% and 27% respectively of the total budget invested, while 13% of the budget has been allocated to all-season content (36% is invested in the summer season).
Atout France monitored the effects of the campaign with a study, verifying how the digital narrative approach has created proximity, authenticity and generated complicity, bringing the target audience closer to the purchase of tourist services.
A very positive perception of the campaign has emerged. With an average score of 7.7/10, the objectives have been largely achieved. 83% of respondents who recall the campaign believe it positions France as a sustainable and responsible holiday destination. 19% have a spontaneous memory of the campaign.
“For this second edition of the campaign, we wanted to redefine the positioning of the France, destination, distinguish ourselves from competing for European destinations and create a strong emotional bond with our audience,” said Caroline Leboucher, general manager of Atout France.
“The aspirations of European customers are their relationship with travel has changed a lot, they are no longer the same after the health, climate, and geopolitical crises experienced in recent times. It was therefore important to tell a more engaging story and represent the travel experience in a different way, off the beaten track.
“From there, a communication campaign focused on sharing, pleasure and the true points of differentiation of France emerged.”
Meanwhile, meetings and exchanges continue with partners who wish to renew this partnership for the third edition in 2023.
