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News > March 2014 > Biggest ever UK advertising campaign for France

Biggest ever UK advertising campaign for France

The French Tourism Board, Atout France, is to launch its biggest ever UK advertising campaign to coincide with the run up to the Tour de France that starts in Yorkshire this July. The campaign, opening with the strapline ‘What’s your tour de France?’ is looking to re-establish France’s reputation as the UK’s favourite holiday destination.

Consisting of outdoor, online, social media and a press campaign, the £2m advertising project is thought to encourage even more people to think about France for their summer holiday this year and for river cruise holidays in 2015.

What’s your tour de France?

As the popularity of the Tour de France continues to grow in the UK, France is aiming to encourage more people to travel across the Channel and enjoy the activities the country has to offer. Each ad in the campaign depicts a different kind of French holiday, from family sun holidays to couples on a wine tasting tour of the country’s many high quality vineyards.

Director of Atout France UK and Ireland, Gwenaelle Maret-Delos, said of the campaign, “We want to put France back on the tourism map, and reignite the old love affair between the UK and France”. Key themes of the French holiday are being promoted within the campaign including the great outdoors, food and drink, sports and activities, city breaks and culture and history, all of which can be experienced during river cruises through Europe.

The campaign even has its own website dedicated to the ‘What’s your tour de France?’ message where people can browse through ideas for things to do during a tour or cruise of France, find out more about different French regions and learn more about the Tour de France cycle race itself. The website can be found at and is a great source of inspiration for when you start on your tour de France.


Image Credit: pisaphotography (

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