Atout France appoints The Line Agency to promote the country for summer 2012


By The Drum Team, Editorial

March 7, 2012 | 2 min read

National tourism agency Atout France has appointed The Line Agency to promote France to residents of London and the South East this summer.

As part of the half a million pound campaign, the agency will promote France as a holiday destination, after it was revealed that residents from Olympic host cities decided to take holidays during the period of the games.

Steve Turton, managing director of The Line Agency, said: "It has been a wonderful challenge to create an integrated campaign which resonates with our target audience of those who may be looking to leave London and the South East during the summer, but which also connects with decision makers in each of the 23 French regions. Their buy-in was vital to the success of the campaign."

In March and April, 80 x 48 sheet cross track posters will appear in 37 tube stations across London, alongside 4000 interior tube cards. Press ads will also appear in The Independent Saturday Traveller and The Telegraph, as well as a website to provide information about all 23 regions.

Hervé Le Feuvre, head of communications at Atout France UK, said: "We are very proud to launch for first time in the UK a major integrated campaign to promote France in partnership with 23 destinations. The concept works brilliantly as it allows each of them to say something unique about their own area, and to show the diversity of France as a holiday destination, and the easy access with DFDS Seaways and City Jet. The creative is extremely compelling and will have great consumer appeal. The Line has worked with us from the presentation of their original idea through to the final execution of the artwork and build of our hub website."

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