The destination marketing brief behind this multi-channel campaign was to help arrest a decline in visitor numbers to Western France. Tasked to win back visitors from the traditional empty-nester segment and make the destination more attractive to younger families, we set out to create advertising that would trigger fond memories in a style and tone that was quintessentially French.
Taking the film posters of Jacques Tati as our inspiration, multiple executions were devised for press, outdoor and online channels and the campaign was supported by a website, which was also designed and developed by mr.h.
Having developed a sophisticated media strategy, we worked alongside the client’s media agency Havas to implement the campaign. Careful tracking of the campaign indicated significant shifts in saliency, positive perceptions and propensity to travel.
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