New marketing campaign of Atout France
Atout France India has observed that as Paris continues to remain the preferred destination of the Indians, the regions of France have also gained visibility amongst them. Keeping this in mind, Atout France has designed its new marketing strategies.
September’s edition of Lonely Planet India magazine carries Atout France’s special supplement titled “Family Holidays in France … By Train !” entirely dedicated to family-friendly trips by train. This 24 page supplement invites the discerning traveller to embark on a discovery of French regions, the offbeat way, and offers route recommendations all easily achievable by train. Based around the theme of encouraging family experiential travel, the supplement offers many motivations to its readers to plan a “Be There! Do That!” French rail holiday.
A productive collaboration with JCDecaux has resulted in the launch of an Out Of Home Advertising campaign showcasing Atout France’s current communication strategy, "Be There! Do That!" at more than 200 advertising spaces in New Delhi, Mumbai and the Bengaluru Airport. Atout France has been partnered in this effort by the valued support of Champagne Ardenne Tourism and the Midi-Pyrénées Tourist Board. All campaign visuals integrate the underlying essence of "Be There! Do That!" which promotes varied experiences possible in France. This domain of advertising presents direct opportunities to connect with the end consumer through the very powerful medium of visuals.