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http://www.traveldailynews.com/pages/show_page/1783 printed on Saturday, July 05, 2008

France campaigns to increase its lead in world tourism
Maison de la France<.> is putting the finishing touches to a Destination France campaign currently being rolled out worldwide, and which aims to re-affirm France`s position as the most visited country in the world. The Secretary of State for Tourism has allocated EUR4.5 million to promote the country and this has been matched by additional funds of more than EUR8 million from partnerships with tour operators, regional tourist offices and transport companies. The budget for the UK campaign, for example, is EUR2.5 million and for Germany and Italy EUR1.2 million each.

Bearing the slogan `J`aime la France` set inside a red heart, the Destination France campaign will run until the end of April on the main European markets such as Germany, Spain and Italy, as well as in the USA, 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. Theodore Koumelis - Monday, March 25, 2002