Bewerbung des Reiselands Frankreich und seiner Regionen bei deutschsprachigen Touristen. Es sollen neue Interessenten gewonnen und Urlauber langfristig an Frankreich gebunden werden.
As a full-service agency, Grafenstein managed the project from conception to publication.
At the start of the project, we worked with the customer to figure out: What is important to its target group? What is unique about its offering and makes it stand out from the competition? What can France credibly offer as a destination? This involves discerning the emotional essence of a destination or service.
The content is created on the basis of the findings. It can consist of text, still images, moving pictures and sound. We prepare it in a format tailored to the target group and chosen medium, e.g. in the form of interviews, infographics, photo spreads, blog and Facebook posts or press releases. In the case of Atout France, different journalistic formats were developed that are published in periodicals relating to France, such as “Rendez-vous en France”, which is aimed at a Francophile audience, or “Wissenswertes rund um Frankreich” that contains basic information for travel agency employees.
All of it is being financed though such things as marketing collaborations and barter deals. This increases the reach of the stories and messages. With the help of cooperation agreements, we generate additional funds for Atout France and co-finance the magazine in this way. In this way, we generate a total of around 500,000 euros each year for our customers.
We have found attractive distribution channels for Atout France too: Rendez-vous en France is distributed at trade shows and consumer exhibitions and as a supplement in lifestyle magazines and national dailies, as well via cooperation partners such as Lacoste, Citroen and the on-line delicatessen Gourmondo. The magazine can be downloaded to mobile devices using an app provided by a magazine publisher. www.france.fr