The #Feel campaign, which focuses on France experienced through the five senses, will be previewed by the UK media at the France Travel Media Awards in London on 1 March.

Atout France is partnered in the UK campaign by a total of 12 brands and destinations: Paris, Brittany, Normandy, Loire Valley, Pays de la Loire, Champagne, Côte d'Azur, Provence, Biarritz-Pays Basque, Seaside, City Breaks and Wine Tourism. The agency is also working with the following carriers across the three markets: Brittany Ferries, easyJet, Eurostar, Eurolines, P&O Ferries, Voyages SNCF, Thalys, Alleo, Eurowings and KLM.

The media preview on 1 March will use the five senses as a visual structure, presenting each participating brand or destination under a sensory category and encouraging the media to see, hear, smell, touch and taste the riches France has to offer. The impetus behind the #Feel campaign was to strip the country back to basics and remind travellers why they first fell in love with it. Whether it's the smell of a freshly-caught fish haul in Marseille, the taste of an elegant Loire wine, the sound of the waves on the Normandy coast, the feel of crisp snowy slopes in the mountains or the sight of world-renowned art in galleries across the country – France offers so much diversity, so many sensory experiences, and yet it is so easily accessible.

New content for the campaign has been created on the website france.fr and the first phase of offline advertising for the campaign will be visible from 13 March in the London Underground and rail networks. A total of 390 panel posters will be displayed in tube tunnels, plus escalator panels in six stations and 4,000 panels on trains. The campaign will also be advertised in travel and lifestyle sections in national newspapers and magazines as well as widely on all Atout France's social media platforms, using the #Feel hashtags.

The partners taking part in the media event on 1 March are Occitanie - Pyrenees Mediterranean, Toulouse, Aude & Carcassonne, Marseille, Normandy, Pays de la Loire, Auvergne, France Montagnes and Cultural France. Partner news and highlights for the spring and summer will be presented to the media during the evening.  The French Travel Media Awards will be handed out at the accompanying dinner. The winners of which will be announced via @atoutfranceUKPR at the dinner and full details will be released on 2 March.