French tourism gears up with Tour De France

The French tourist board has prepared a £2m campaign to capitalise on the Tour de France cycle race that starts in Yorkshire in July.

French Tourist Board to target UK with Tour de France angle.

Atout France, is launching its biggest ever UK advertising campaign with the aim of re-establishing France as the UK’s favourite holiday destination and regaining visitors from European destinations, including Spain, Greece and Italy.

Tour operators are reporting a swing back to Spain as a popular destination with holiday-makers as the Euro has weakened against Sterling. In recent years destinations outside Europe, such as Turkey, have proven more attractive to mainstream holiday-makers on a budget.

The outdoor, online, social media and press campaign has the strapline ‘What’s your tour de France?’ And has been developed by Souk Response. The image has an ‘Instagram style ‘treatment and showcases the key themes of a French holiday – the great outdoors, food and drink, sports and activities, city breaks, culture and history.

Gwenaelle Maret-Delos, Director of Atout France UK and Ireland, says:   “For many years we have been advertising across each region, but the general France message sent to the consumer is not present and strong enough in their minds. We want to put France back on the tourism map, and reignite the old love affair between the UK and France.”

“Every ad shows different people’s holiday experiences, from family holidays in the sun, to a couple on a wine tasting tour. ‘Selfie’ pictures, accompanied by quirky comments, allow us to share individuals’ memories of their great holiday”, adds Gwenaelle Maret-Delos.

The campaign also has a dedicated website that will feature Atout France’s 55 partners, which include cultural organisations and commercial companies, such Brittany Ferries, DFDS Seaways, PO Ferries, CityJet, British Airways, Voyages Sncf and specialist tour-operators. The site will also allow users to create their perfect tour de France for their next holidays.

The Tour de France starts on 5 July.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here