Atout France, the France Tourism Development Agency, is launching their biggest ever UK advertising campaign in March under the creative banner ‘What’s your tour de France?’

The campaign is focused on re-establishing France as the UK’s favourite holiday destination and regaining visitors from to other European destinations including Spain, Greece and Italy

Capitalising on the growing popularity of the Tour de France in the UK, the campaign leverages the fact that the first stage of this year’s race will take place in Leeds, West Yorkshire in July.

Gwenaelle Maret-Delos, Director of Atout France UK and Ireland, says:   “For many years we have been advertising across each region, but the general France message sent to the consumer is not present and strong enough in their minds. We want to put France back on the tourism map, and reignite the old love affair between the UK and France.”

The appointed travel advertising agency, SOUK RESPONSE, has developed ‘Instagram style’ creative concepts for the campaign, showcasing all the key themes of a French holiday – the great outdoors, food and drink, sports and activities, city breaks, culture and history.

 “Every ad shows different people’s holiday experiences, from family holidays in the sun, to a couple on a wine tasting tour. ‘Selfie’ pictures, accompanied by quirky comments, allow us to share individuals’ memories of their great holiday”, adds Gwenaelle Maret-Delos.

“And by asking the question “What’s your tour de France?” at the end of each ad, we invite the reader to imagine their perfect French holiday.”

The £2m campaign, which will run across press, outdoor, and online advertising, and will have its own dedicated website (www.yourfrenchtour.com), aligns the interests of Atout France’s 55 partners including: destinations, tourism and cultural organizations, in association with: Brittany Ferries, DFDS Seaways, PO Ferries, CityJet, British Airways, Voyages Sncf and some Tour-Operators (Corsican Places and Inntravel). The site will also allow users to create their perfect tour de France for their next holidays.

Social media is also an important part of the media planning strategy which uses Facebook, Instagram, and Twitter, to engage and convert UK audiences with the campaign. Furthermore, consumers will have a chance to win one the 38 trips to France on offer, by logging on to the campaign website www.yourfrenchtour.com and sharing it on their Facebook accounts.

Press Contact Atout France: Marine Catalogna : 0207 061664 marine.catalogna@atout-france.fr