This year Atout France has brought together the Normandy Tourist Board, Brittany Ferries, the Brittany Tourist Board and Pays de la Loire Tourist board with a vintage-style publicity campaign across London and the south.
The Western France tourism campaign – designed to promote the regional alliance of northwest coastal destinations – is establishing its long-term plans to promote its British-friendly network
This year Atout France has brought together the Normandy Tourist Board, Brittany Ferries, the Brittany Tourist Board and Pays de la Loire Tourist board with a vintage-style publicity campaign across London and the south. However, the implications of this alliance of tourism organisations run much deeper than the fun, hand-drawn posters. In signing up for this campaign the associations involved have also taken a step towards an awareness of the quality of their offer, and how to evolve it.
Using the campaign’s C’est Beau Ici! emblem, 160 French Tourist Offices and their local partners have an external symbol of the internal work and efforts that have been, and are still being, made to adapt their products for a British audience. Atout France is accompanying those involved by sharing their knowledge of the market, and by informing French partners on what British visitors are looking for.
Launched on the 25th of February 2013, the campaign began with an extensive display across the London underground and southern England’s national rail services with a grand total of 369 panels, 21 appearances in the national press, and 577 clips on British radio.
The interactive website visitwesternfrance.com, which launched on 18 March, works alongside the adverts to target travellers looking to head to France, giving them destination information, contacts, and the option to sign up for a news and special offers newsletter. Visitors can also find an interactive map which helps find the local tourist boards in Western France. So far, the website has seen 100,000 visits.
On 23rd May, the new app for smartphones and tablets (West France) was launched to allow Western France visitors to send photos of themselves from a local tourist office ‘French-ified’, to compete for a free holiday to all three destinations including ferry crossings.
As the campaign will be wrapping up at the end of June, now’s the time to find out more about these destinations!
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
