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 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.