Paris Ile de France Regional Tourism Committee is understood to have handed PHD Media its &£1m media planning and buying account.
PHD will now work along side French agency BDDP, which has retained the region’s advertising account, to create a campaign aimed at attracting consumers in their late 20s and 30s to take weekend breaks in the Paris region.
It is understood that the campaign will include powerful images of iconic French symbols, such as food and wine, and potentially some Parisian landmarks.
The media strategy is expected to focus on online work, with particular emphasis on ads on travel sites. It is believed the campaign will feature some search engine marketing. An outdoor campaign will also run in the South-east of England, which is a key target area for Paris Ile de France as the bulk of its visitors are likely to come from London and surrounding areas.
It is understood that PHD is the first UK agency to be appointed by the tourism organisation, which focuses on promoting the wider Parisian region as well as the city. It is thought that the body is keen to target other European markets and the US.