The 45-second commercial, featuring personalities merely declaring, "I love France", is the country's first single campaign targeting the global mass market. Previously, all promotions have been targeted to specific groups of people, focusing on particular things the country has to offer, such as its skiing, wine and food.
The Ministry believes there is a need for a more concerted effort now, however, especially following the recent much publicized strikes and bombs in Paris. It is also attempting to address the issue of service at home with a campaign, again through Euro RSCG, entitled "Bonjour". France suffers from the perception that it gives poor service, Ministry officials believe.
The bulk of the ad spend for the "I love France" commercial will target tourists from the U.K., Germany, Belgium, Latin America, Canada and parts of Asia, though the ad will also air in the domestic market on national TV, cable and satellite and pan- European channels. Media spend is not revealed.
France, which was visited by 61.5 million people in 1996, is aiming for 90 million tourists.
Copyright January 1997, Crain Communications Inc.