Citing intensifying competition, France has been embarking on an international promotional project to enhance its image as a dynamic, well-rounded business travel destination. As part of the $1.4 million campaign overseen by Maison de la France—a joint venture between the French government and the tourism industry—highly targeted marketing, including print ads, videos, and a new website, is being aimed at various types of planners.
In the “Ever-Surprising France” campaign, French tourism promotion agencies and DMCs are being armed with “appeal kits” ready to be sent or handed out, containing facts/figures, misconceptions, sales pitches for planners to use, and testimonials. Fourteen areas are being promoted, among them beaches, culture, wine, golf, nature, and cities. Main markets are the U.S., Mexico, the U.K., Germany, and Belgium. Emerging China and India are also targets, as are Western European nations and Canada.
The electronic hub is www.franceguidepro.com, organized around “incentives,” “trade shows and fairs,” and “meetings and congresses.” It has the requisite information on hotels, convention centers, CVBs, DMCs, and off-sites, a search engine, plus “practical information.” Users also can find information based on region or theme.
Thirty-second and three-minute versions of a promo video and a testimonial leaflet in nine languages reinforce France’s message. The video plays on the “Ever-Surprising” angle, showing the nation’s variety of meetings options and facts and figures.
Maison, with offices in 29 countries and on every continent filled by a staff of 1,400, hopes to counter leading competitors London and Barcelona, and Germany and Austria on the city and national levels, respectively. Maison noted Dubai and Shanghai as rising threats, as well, grabbing a share of the lucrative worldwide business travel market.
Research cited by Maison found that while business travelers comprised only one-tenth of all of France’s visitors, they generated more than one-third of all tourism revenues ($43.1 billion). Moreover, meetings and trade shows accounted for more than one-fourth of France’s business-travel income, at $11.5 billion.
Originally published Oct. 6, 2008