Aimed to ignite UK interest in France via a campaign that invokes the five senses, the France Tourism Development Agency (Atout France) has launched the second phase of its £2m (US$2.8m) budget pan-European campaign titled ‘#Feel’.
Laying out four seasonal stages planned for the year, and broadcast in various ways and via multiple digital platforms, ‘#Feel’s’ 2018 digital activity commenced on 29 January.
Supported by the services of a number of transport partners, a variety of brands and destinations are at the heart of ‘#Feel’. Confirmed partners are Brittany, Normandy, Atlantic Coast – Loire Valley, Le Havre, Dordogne-Nouvelle – Aquitaine, French wine, French cities, Brittany Ferries, P&O Ferries and Eurolines. Further partnerships with Paris, Provence, Côte d’Azur, Occitanie and Biarritz-Nouvelle Aquitaine are being confirmed.
The campaign aims to unite the destinations and transport partners within a single marketing activity, promoting France in three distinct demographics: families; empty nesters; and millennials.
So far, £1.3m has been secured in the target budget.
The campaign's principal targets are London and the south east of the UK with the potential to extend audiences in Birmingham and Manchester.
Atout France commences its two-week takeover of creative hub Carousel in central London from 26 February (open to the public from 27 February-10 March.) A new addition to the campaign is an exhibition by photographer Maia Flore, entitled Imagine France By The Sea. Flore’s exhibition – accompanied by displays representing the partnering brands/destinations and transport partners – will be showcased at Carousel in February.
Carousel’s first-floor gallery will be the spacious backdrop for the displays and film screenings, fulfilling the ‘see’ and ‘hear’ aspects of the campaign. Its 50-cover restaurant and courtyard will see two French guest chefs, starting with Anton Orjollet, fulfilling the representation of ‘smell’, ‘taste’ and ‘touch’.
For more information about Atout France, click here.
