Client

Atout France is the France Tourism Development Agency responsible for developing worldwide travel and tourism to France. The organisation promotes France as a tourist destination across 33 countries on all five continents to introduce as many people as possible to the riches of France – its colourful history, diverse culture, gastronomy, beautiful countryside and natural habitat, fine wines and shopping. Today, France is the world’s most popular tourist destination receiving over 82 million foreign tourists annually. 

Brief

Our objective was to show the diversity of the different regions of France and to develop campaigns that cover a wide range of interests from wine tourism, golfing and cycling to seaside, luxury holidays and gourmet holidays. Target audience were couples, families and empty nesters – affluent customers seeking high quality outdoor adventures and sporting activities to cultural and heritage experiences.

Digital Dialog Association

We’ve been working with Atout France since 2011, successfully implementing a variety of campaigns to specifically promote popular aspects of France as a holiday destination to the UK and Netherlands market. We work with the organisation to promote many different regions to raise the country’s profile and increase visitor numbers in the regions of Normandy, Brittany, Champagne Ardenney, Loir Valley, Corsica, Herault, Burgundy to Bordeaux, New Aquitaine in the French southwest, and the Jura Mountains in the east.

France boasts a fantastic coastline from the rugged shores of Britanny to the Atlanatic coast and sun-drenched Mediterranean beaches. The country is long known as a popular destination for its fabulous beaches and to raise awareness of the seaside holidays the country offers, we specifically promoted holidays in the regions of Brittany, Normandy, Languedoc, Herault and Corsica with email campaigns to successfully generate further interest.

France is famous for its award-winning vineyards and high quality wines – and wine tourism is steadily growing as one of the principal draws to the country. Atout France wanted to inspire people to visit wine regions such as Burgundy, Bordeaux, Champagne Ardenne, Acquitaine, Dijon, Midi-Pyrennee. We designed effective email campaigns with strong call to actions to increase affluent visitors aged 40-60 from the Netherlands to experience French winemaking in-situ.

In every corner of France outdoor activities abound, whether the kayaking or kite surfing by the sea to beach guided horse treks, cycling via the gruelling route of the Tour de France or the thrill of mountain biking across an array of mountain ranges on offer. To target holidays makers seeking more adventure-activity based holidays, we promoted themed Campaigns, Outdoor and Cycling holidays to highlight the best outdoor activities from wild camping, and mountain biking to surfing and sailing or horse-riding and climbing. Our campaigns focus on New Aquitaine in southwest France promoting a great cross-section of outdoor activities within the beautiful natural habit and we highlight the natural French Jura mountain ranges on the eastern side, with its impressive selection of dramatic landscapes and wide selection of activities.

We’ve developed several lead generation campaigns to augment the Atout France customer database with fresh new contacts targeting people interested to hear about holidays in France. To date we have successfully generated thousands of new subscribers for their email database via these campaigns.

Campaigns

Wine Tourism

The brief was to attract affluent 40 to 60-year-olds from the Netherlands to the wine-producing regions of France. Digital Dialog devised a targeted email campaign with strong resonance for an audience that appreciates fine wine, gourmet food and bespoke holidays. The results were monitored in real time so that the campaign could be optimised as it progressed, leading to thousands of unique visits to its webpage.

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Plus France campaign newsletter

Champagne-Ardenne

To boost downloads of a new Champagne-Ardenne mobile app as well as encourage users to visit the wine region, Digital Dialog combined mobile marketing with an email campaign. In-app advertising, mobile web ads and emails targeted smart phone and iPad users in London and the South of England. Facebook and Twitter promotions were also deployed in the campaign. It resulted in over 3,000 downloads of the app in four weeks and high visibility over email and mobile translating to 2 million hits.

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"The team of Digital Dialog has always been very proactive and responsive to our needs. Their knowledge of the email, lead generation and social media industry and their experience in this sector makes them a good choice for running some of our campaigns."

Herve La Feurve

Head of Communications at Atout France