ATOUT FRANCEJOINT MARKETING INTIATIVES March 2013
OUR MISSIONDEVELOP Perpetual partnerships with public and private entities in the tourism industry and stimulate travel to FrancePROVIDE Consumers with information, special offers, and support for their travel to FrancePROMOTE The “France” brand by creating dynamic campaigns with our partners to help reach specific goals and objectives
AMERICAN TOURISM IN FRANCE France is the 1st European destination before Great Britain and Italy In 2012, American overnight stays in France have increased by 10.2% Number of stays in 2012: 3.5 Million (Estimate) Number of overnight stays in 2011: 31.1 Million (+9% increase since 2010) Overall expenditure in 2011: $2.5 BillionSources : DGCIS ; CIA FactBook April 2012 ; US Dept of Commerce ; OMT ; Insee ; Euromonitor International,Atout France 2012 ; Ustravel.org ; tourism.gouv.org ; veille info tourisme
OUR TOOLS & RESOURCESEMARKETING We develop highly integrated marketing campaigns that include email, mobile, ROS banners, SEM and Social mediaRESEARCH & We stay abreast of our target audiences by conducting surveys and attending travel marketing seminars. Our initiatives not only helpDEVELOPMENT educate our staff , but help inform our partners of our key findings and acquired knowledge to better optimize our strategiesPUBLICATIONS We produce two annual print and online publications, Rendez-Vous en France (for the general consumer) and France Passion Magazine ( for the affluent traveler)LEISURE TOURISM We organize FAM(familiarization trips) to France or the French island territories and host interactive seminars and webinars for travel agents and tour operatorsBUSINESS TOURISM We host meeting & incentive tradeshows, networking luncheons and seminars
CAMPAIGN SNAPSHOT What’s Your City Self? – 2011 This campaign won the SMITTY award from Travel + Leisure for best use of Social Media Platform in 2011!CONCEPTA Facebook application that functioned as the central point ofreference for the promotion. After liking one of the four Facebookpages, the application started with a short introduction video tointrigue the audience and prompted them to take a quiz to find outif they were more Paris or Amsterdam.OBJECTIVESGenerate incremental bookings on Air France/KLM fights for bothdestinations by raising the awareness and interest in thecombination.Highlight the unique characters of Paris and Amsterdam and showtravelers that both destinations offer an unparalleled experience inart, music, fashion and culture.Gain new fans for Holland, Atout France, KLM USA & Air France.RESULTS 25,401 ENTRIESKLM Likes: 15,159Air France Likes: 18,834Atout France Likes: 10,703Holland Likes: 11,781
CAMPAIGN SNAPSHOT Top French Cities – 2012CONCEPTFamiliarize the American public with the diversity of FrenchTourism through the presentation of 25 cities with special focuson Dijon, Marseille, Nice, Nancy, Montpellier, and Reims. Wecreated a quiz and sweepstakes where users can discover theirideal urban itinerary in France that best fit their interests andpersonality.OBJECTIVESBoost the awareness of the 25 featured French citiesRetain existing travelersRecruit new travelersRESULTS $0.89 CPCTotal impressions: 13,970,197Total page views: 252,150Total entries: 21,171Air France leads: 4,761Atout France leads: 11,121
CAMPAIGN SNAPSHOT Emiles – Campaign Survey Demographics Male:60% Gender Female: 40% Average Age 44.6 Performance Metrics Total % Members Served 222,010 Members Viewed 10,154 4.57 Members Engaged 10,028 4.52 %Engaged/Opened 98.76 Unique Clicks to Landing Page 10,051 CPC $0.50 Targeting Baby Boomers & Gen X 44-61 and 27-43 Highly Educated 4+ years of university Travel Frequency Seasoned/Frequent Travelers Primary east and west coasts as well as (Texas, Arizona and Geo-localization: Colorado) International Vacations High/some interest France vacations High/some interest Traveling to France in the next 90 days-6 months High/some interest Outdoor activities (Camping, hiking, fishing,Emiles delivers their members marketing surveys or ads golfing, horseback riding, rock climbing,in exchange for consumer feedback. When users complete a etc). High/some interestsurvey or watch a full ad, they earn miles or loyalty points forone of their network’s airlines or hotels Accommodations (Budget/luxury/extended stays/ B&Bs, camping sites). High/some interest
CAMPAIGN SNAPSHOT Travel Zoo Travel Zoo CPC Text LinkTotal clicks on insertion 6,097CPC $0.82
MERCI!We continue to train, research and identify new opportunities to help expand our horizons and increase strategy effectiveness.Together, our investments can help meet our goals and exceed expectations when promoting France! Stephane Ballot Digital Manager Stephane.firstname.lastname@example.org 212-745-0973
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