Atout France Launches New Campaign to Stimulate the Return of Business Events

The aim of The French Way is to revive the image of France as a destination, and to seduce and attract overseas business events decision-makers.
24th Oct, 2022

On the 12th of October, Atout France is launching its campaign: The French Way in Europe and the United States, as part of its efforts to relaunch France as a destination and to stimulate the return of business events. This initiative was unveiled two weeks ago in Las Vegas, at IMEX America, with the aim to target trans-Atlantic markets and take advantage of this major event for the sector.

2022 is the year of recovery for the business event sector. Since March this year, congresses have seen their levels of activity return to pre-pandemic levels, professional trade shows are gradually gaining ground with the return of the general public, and corporate events are increasing in significant numbers across the country, as part of what is referred to as a “revenge event” trend. With its new campaign: The French Way, Atout France is looking to accelerate the momentum in its European and American markets.

‘Operation Séduction”

The aim of The French Way is to revive the image of France as a destination, and to seduce and attract overseas business events decision-makers. In a very competitive context with the recovery of Business tourism and the event industry, the campaign uses a collection of immersive and original contents as well as a video, and inspiring visuals showcasing France’s values as a bold and modern country.

The signature The French Way sets the tone for a unique experience that combines authenticity and savoir-faire, as well as innovation and a bold approach. It ensures the success of every event. This message is backed up by the contrasting use of images and relevant keywords in the campaign’s visuals.

Spotlight on the rich diversity of France’s destinations

The campaign was launched on the 12th of October exclusively via digital platforms in seven international markets (United States, Belgium, Netherlands, Italy, Spain, Germany and the United Kingdom), capitalising on the hashtag #ChooseFrance.The French Way website will be posting inspirational content and reports, as part of its tour of France’s destinations. It will highlight the diversity of what the country has to offer both in terms of hosting congresses and conferences, as well as team-building activities. It will also feature exclusive content with the following themes: innovation, sustainability and the major sporting events that France will be hosting in the near future.

The campaign will enable content to be aimed towards event organisers, agencies, Corporate clients and international associations, in the seven targeted markets, in a way that will direct them to the French destination that is most suited to their event’s specific requirements.

This initiative financed by Atout France will also be structured from November to 2023 onwards over different components dedicated to the Hauts-de-France, Provence and the Côte d’Azur, as well as Nouvelle-Aquitaine. The co-financing of these components by the three Regional Tourist Boards concerned will enable the implementation of a tailormade media plan.

Caroline Leboucher, CEO of Atout France, added: “Business Tourism is essential for France. Following two difficult years, business is on the up and we are delighted about it! Major events to be held across the country in 2023 and 2024, will give France a huge international spotlight They will highlight and reveal France as an incredible destination that visitors still dream about, thanks to the quality of its tourism infrastructure and offering and its unique art de vivre. Working alongside professionals within the tourism sector, Atout France is fully invested in fostering innovation and accelerating the development of sustainable solutions, as leverage of transformation and growth for the future of business events. Thanks to the launch of "The French Way", we are deeply committed to supporting the return of European and American visitors to France, while at the same time contributing to reinforcing French business destinations’ attractiveness and competitiveness."

A global initiative to stimulate the return of business events

The French Way is part of a relaunch strategy developed by Atout France as part of the Destination France Plan and complements the France Meeting Event – Learning Expeditions initiative launched in June 2022. A series of international micro-events (team building, site inspections, conferences etc) will continue across France in 2023 and will consolidate the impact of this campaign. The next event will be held in Marseille from 20-22 October and Nice from 17- 19 November.

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