We were extremely excited, or (adopt French accent) ‘ow we say, très heureux’, when ATOUT FRANCE – The French Tourist Development Agency – shortlisted us out of over 60 creative agencies onto a final pitch list of three.
The task? Devise and deliver all destination marketing communications into the UK market.
The brief? Find an arresting and flexible idea that would re-establish France as an ‘easily within reach’ holiday destination regardless of age, demographic, interest and time of year.
We created three campaign thoughts: the quirkily illustrated ‘Find your France’, which features here. The romantic and lavishly romantic ‘There’s a France for everyone’ and the unusual Jean Marc; the Guru of France’. More on ‘Jean Marc’ at a later date.
We did not triumphantly parade past the Arc de Triomphe on this one even though our Account Director personally delivered the first stage pitch document to ATOUT FRANCE by hand…why is it the suits always wangle the foreign away days?
But it was a great brief for the agency to work on let alone be involved with.