The customer brief – Customer needs & objectives :

For the summer of 2022, destination France wants to position itself as a sustainable and responsible destination, and reach out to new European markets. Already carried out in 2021, the #ExploreFrance campaign has been relaunched for this edition, with the support of 13 CRTs, 200 local authorities and some 50 private partners, and a budget of 10 million euros.

The campaign has several objectives: to promote the diversity of France’s tourism offering and landscapes, to highlight French sustainable tourism and increase the number of travelers to France, while better distributing flows across the country and over time, and to stimulate visitor numbers in all seasons.

Atout France selected Travel-Insight to support and manage the operation. In all, 13 influencers representing 10 different European markets came to explore France as a destination.

The answer we came up with & Actions taken :

As part of this nationwide mission, Travel-Insight had several assignments:

• Define the storytelling / message of the campaign with a strong sustainable angle to encourage an ecological and human approach in favor of off-the-beaten-track experiences;
• Select influencers whose profiles correspond to the expectations and selection criteria established in conjunction with Atout France and the relevant CRT;
• Recruit influencers on the basis of the pre-programmes drawn up, according to the region’s target audience (families, DINKs and Millennials), negotiate the content produced and contract the profiles selected by Atout France;
• Create an influencer brief for each reception;
• Be the point of contact for influencers (negotiation and contractualization);
• Organize the routing of influencers in the regions;
• Manage the influencers’ deliverables (timetable, consistency of elements with the brief initially provided by Atout France);
• Monitor publications in line with recommendations provided by Atout France
• Ensure the presence of the red thread, the enduring/defined message in all content produced
• Suggest original ideas and initiatives to be incorporated into the campaign
• Production of a report analyzing KPIs at the end of missions, thanks to screenshots of influencer statistics.

The red thread of sustainability, responsibility and safety guided the implementation of the operation. The selected profiles were sensitive to these aspects: it’s an editorial theme they regularly address, and they regularly travel with an eye to their carbon footprint. Trains were preferred for the entire operation.

Qualitative results / Products

Qualitative results

Each influencer produced several pieces of content to promote France as a destination:

• 2 to 4 Feed posts + 1 Real on Instagram
• 1 video on TikTok
• Daily stories during the trip
• An article on their personal blog
• 1 article for the france.fr website and photos to showcase their trip and experiences

Par exemple, l’influenceur danois @danieljensen a valorisé la destination Sud avec de très beaux Réels transportant l’internaute les visionnant :