Atout France, the organisation responsible for promoting France as a tourist destination, is a long standing mr.h client and through Atout France we have enjoyed the opportunity to work with many French Regional Tourist Boards and other travel partners.
With a year to go the kick off of the 2023 Rugby World Cup, and with attention beginning to fall on the host cities in France, we were asked to create a campaign designed to encourage travelling rugby fans to make sure that they arranged to stay a bit longer in the South Western corner and enjoy some late season sunshine.
With Scotland, Wales and England all playing group matches in Marseille or Nice and two Quarter Final matches also scheduled in Marseille, the objective was to help to get the attractions of the wider Provence-Alpes-Cote d’Azur region into the minds of fans, who would already be receiving their ticket allocations, and start planting the idea of a longer stay.
Several concepts were evaluated but the one that was chosen was based on simple, but undeniable, proposition ‘’Win or lose, you’re gonna need a holiday’’.
A series of short videos were created, all showing the attractions, cultural, geographical and historical, offered by the cities in the region – not just those hosting matches – and for added cut-through, all of the videos opened with short cameos of the Scots, Welsh or English rugby teams.
By addressing the fans of the home nations individually we hoped to add weight to the interest led targeting across Facebook and Instagram that Havas, Atout France’s media agency planned.
The decision to tailor the ads was more challenging than opting for a generic solution because multiple ads and formats needed to be created but the results justified the effort.
The campaign ran for 2 weeks in the UK during which time it generated 437,000 ThruPlays with a CPV below 0.06€. The campaign was subsequently adapted to run in other European markets.