SEARCH RESULTS

ONCE UPON A TIME IN FRANCE: ATOUT FRANCE LAUNCHES NEW VIDEO

Fran Lambert - 04-avr.-2016 17:23:50
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. 
About
Business France - The French Trade Commission in the UK  is the national agency supporting the international development of the French economy in the UK. It is responsible for fostering export growth by French businesses, as well as promoting and facilitating the UK’s investment in France. Business France promotes France’s companies, business image and nationwide attractiveness as an investment location, and also runs the VIE Programme in the UK. Founded on January 1, 2015 through a merger between UBIFRANCE and the Invest in France Agency, Business France has 1,500 members of staff, both in France and in 70 countries throughout the world, who work with a network of public- and private-sector partners. In September 2015, Patrick Manon was appointed the new Director of Business France in the UK. Prior to this appointment, Patrick was the Human Resources Director at Business France in Paris, which manages the recruitment of t

READ MORE

Facebook
Press area & Media Gallery