Fran Lambert - 04/04/16

Atout France is announcing the launch of its new ‘France as a modern tale’ video

The video is a new twist on the classic fairy tale Cinderella, embodies key French destinations and pays homage to classic French hallmarks such as style, elegance, fashion and romance.

The 1m40s video is hosted on the Atout France homepage and will be distributed virally.

Behind the story

The film tells the modern story of one of the most famous fairy tales, Cinderella. Unbeknown to many, Cinderella is the creation of the French writer Charles Perrault. By taking a classic fairy tale and interpreting it in a contemporary way, Atout France portrays a tale that reflects modern France through creativity, its historical background, elegance and style. By using a glamorous Parisian setting, contemporary French designers and luxury standards synonymous with France, and subtle symbols, the film sets itself apart as a unique and original destination video.

Watch the video in full here

Partners and symbolism

Through storytelling and Cinderella’s journey, the film incorporates key French partner destinations in a subtle and evocative way. This is achieved by carefully using renowned destination symbols and brand associations placed throughout the story.

By portraying French hallmarks and destination associations, values such as culture, history, literature, food, wine, fashion and luxury aspire to appeal to British travellers.

French partner destinations involved and their associations are as follows:

Paris – Iconic luxury setting

Lyon – Festival of light

Toulouse – Known as the pink city

Bordeaux – Wine production

Alsace – Gastronomy

Provence – Flowers of Provence

Champagne – Champagne production

Alps-Mont Blanc – Mountains, snow, winter sports

French Riviera – Glamour

Biarritz – France’s leading surfing destination

Normandy – Historical France such as the D-day landing beaches

Brittany – The Breton stripes and shirts

Behind the scenes

The video is directed by Eric Beaupré, a Canadian filmmaker and graphic designer, and Laure Bernard, a French photographer and director. Both reside in Paris.

Eric and Laure were inspired by French luxury brands, fashion photography campaigns and their artistic vision, echoing whimsical romanticism and a poetic mood. The video was shot at the famous Plaza Athénée Palace in Paris.

The video is hosted online at uk.france.fr and on YouTube, and will be boosted via Atout France’s social media channels and sponsored posts.

‘What’s your Tour de France?’ campaign

The film comes on the back of the launch of the 2016 edition of the ‘What’s your Tour de France?’ campaign. Now in its third year, the aim of the campaign is to increase awareness and strengthen the image of France in the UK, through creative elements such as print advertising and banner advertising on the platforms and escalators of the London Underground. Three radio spots were played on four radio stations across south-west England between 14–27 March 2016. The objective is to drive traffic to the uk.france.fr website.

As per previous years, the regular france.fr website has been completely dedicated to the campaign. This year the site been redesigned, and now stands out with a strong visual look and humorous and enticing category labels. Emphasis has been placed on carefully chosen, engaging images, which first of all aim to inspire visitors and redirect traffic to partner websites.

There are approximately 70 destinations involved in the campaign and four main carriers: Brittany Ferries, PO Ferries, DFDS Seaways, and voyages-sncf.com.

New partners for 2016 are: Disneyland Paris, Novasol and Eurolines END

For further information please contact:

Anne Pedersen

Head of Public Relations, Atout France

Email: anne.pedersen@atout-france.fr

Tel: +44 (0)20 7061 6624

Web: france.fr

Note to Editors

Full-length video: 1m40s

A shorter 30-second version will be used as a teaser and distributed online.

Full biographies on video directors are available upon request.

The ‘What’s your Tour de France?’ campaign launched on 14 March and will run until the end of June.

About ATOUT FRANCE - France Tourism Development Agency

Atout France is responsible for promoting the development of the tourism industry, the country’s largest economic sector. Atout France’s primary mission is to maintain a detailed and permanent system for monitoring and analysing supply and demand in the tourist market. Atout France is also committed to promoting destinations and works with its partners to further tourism in France. This is achieved through marketing campaigns, online promotion and working closely with the travel trade sector. Atout France works in partnership with public and private organisations and companies involved in the tourism industry both in France and within UK and Ireland. Atout France develops its missions internationally through a network of 35 offices located in 32 countries. Atout France is represented in the UK and Ireland from its office in London, which employs 16 staff. 

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The Tech Services and Press Department assists French companies with their international development strategy and promotes trade between France and the UK. In order to maximise commercial opportunities between French and British companies, the Department organises French Pavilions key exhibitions in the UK as well as meet-the-buyer events, and offers individual prospecting trips and exploratory missions. We cover various industries including telecommunications, audiovisual/multimedia services and technologies, video games, software and IT services, Internet services/technologies and e-commerce solutions, together with B2B services in marketing, HR, real estate as well as the financial sector.   Isabelle Tibayrenc Manager isabelle.tibayrenc @businessfrance.fr Tel: +44 (0)20 7024 3634 Teresa Marshall Senior Trade Development Adviser teresa.marshall@ubifrance.fr   Tel: +44 (0)20 7024 3644 Samy Kheloufi Trade Devel


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