France uses #Feel campaign to target UK visitors

Atout France, the France Tourism Development Agency, and its partners are launching the second phase of a pan-European marketing campaign that uses the creative strategy ‘#Feel’ to invoke the five senses.

The move follows a successful first year for the campaign, and features a variety of brands and destinations – and the varied experiences they offer – supported by the services of a number of transport partners, which allow visitors to plan their trip to France smoothly.

The aims of the campaign are to unite the destinations and transport partners within a single marketing activity, promote France to three distinct demographics: families, empty nesters and, to a limited extent, millennials. It principally targets London and the south east of the UK, with the potential to extend to audiences in Birmingham and Manchester.

Partner organisations

Confirmed partners for the campaign include Brittany, Normandy, Atlantic Coast – Loire Valley, Le Havre, Dordogne-Nouvelle Aquitaine, French Wine, Top French Cities, Brittany Ferries, P&O Ferries and Eurolines.

The campaign will be broadcast in a variety of ways, including posters on display in various stations across the London; via the national press; and via multiple digital platforms including social media, newsletters, programmatic advertising, paid search and Atout France’s website france.fr, which contains inspiring, sensory-focused content in line with #Feel’s aims.

The campaign’s digital activity for 2018 commenced on 29 January, with four stages planned for the year: January to March targeting the Easter holidays and May, plus out-of-season stays; April to June targeting the summer holidays; July to August communicating with travellers while on their holiday; and September to October promoting the autumn season.