‘J’aime La France’ campaign set to run in the UK
Maison de la France is putting the finishing touches to the UK version of the Destination France campaign currently being rolled out worldwide.
Announced by the French Prime Minister, Lionel Jospin, on October 17th 2001, in response to the events of September 11, the campaign aims to re-emphasize France’s position as the most visited country in the world.
The Secretary of State for Tourism has allocated 4.5 million Euros to promote the country and this has been matched by additional funds of more than 8 million Euros from partnerships with tour operators, regional tourist offices and transport partners. The budget for the UK campaign stands at just over 2 million pounds.
Bearing the slogan J’aime la France set inside a red heart, the Destination France campaign will run between now and the end of April on the main European markets such as Germany, Spain and Italy as well as in the US, Canada and Japan.
In the UK, two 24-page supplements dedicated to France, one on the theme of summer holidays and the other on short breaks and city breaks, will appear in the Sunday Times and the Telegraph in mid-April. This will be backed by a direct marketing initiative to 200,000 people, each of whom will receive a ‘cheque book’ of vouchers and special offers to use in conjunction with visitor attractions, hotels and tour operators.
Christian Lepage, UK Director of Maison de la France, said: “This is a very exciting campaign for us because it’s one that focuses on France as a whole rather than a particular region. It gives us the chance to highlight once and for all the incredible diversity of a country that is, quite literally, on the doorstep. The distinctive logo will also act as a reminder to those people that make up our large contingent of repeat visitors.”
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