Atout France is a joint marketing organization that works with public and private partners to develop perpetual partnerships in the tourism industry, provide consumers with travel information and support for visiting France, and promote the "France" brand through dynamic campaigns. The document outlines Atout France's initiatives and campaigns to increase American tourism to France such as social media contests, email marketing, and partnerships with travel companies.

1. ATOUT FRANCE
JOINT MARKETING INTIATIVES
March 2013

2. OUR MISSION
DEVELOP Perpetual partnerships with public and private entities in
the tourism industry and stimulate travel to France
PROVIDE Consumers with information, special offers, and support
for their travel to France
PROMOTE The “France” brand by creating dynamic campaigns with
our partners to help reach specific goals and objectives

3. 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 Billion
Sources : DGCIS ; CIA FactBook April 2012 ; US Dept of Commerce ; OMT ; Insee ; Euromonitor International,
Atout France 2012 ; Ustravel.org ; tourism.gouv.org ; veille info tourisme

4. OUR AMERICAN CONSUMER PROFILE

5. COMPETITIVE ADVANTAGES
Top Destinations for 2013

6. COMPETITIVE ADVANTAGES
Top Niche Markets

7. OUR TOOLS & RESOURCES
EMARKETING We develop highly integrated marketing campaigns that include
email, mobile, ROS banners, SEM and Social media
RESEARCH & We stay abreast of our target audiences by conducting surveys and
attending travel marketing seminars. Our initiatives not only help
DEVELOPMENT educate our staff , but help inform our partners of our key findings
and acquired knowledge to better optimize our strategies
PUBLICATIONS 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 operators
BUSINESS TOURISM We host meeting & incentive tradeshows, networking luncheons and
seminars

8. 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!
CONCEPT
A Facebook application that functioned as the central point of
reference for the promotion. After liking one of the four Facebook
pages, the application started with a short introduction video to
intrigue the audience and prompted them to take a quiz to find out
if they were more Paris or Amsterdam.
OBJECTIVES
Generate incremental bookings on Air France/KLM fights for both
destinations by raising the awareness and interest in the
combination.
Highlight the unique characters of Paris and Amsterdam and show
travelers that both destinations offer an unparalleled experience in
art, music, fashion and culture.
Gain new fans for Holland, Atout France, KLM USA & Air France.
RESULTS 25,401 ENTRIES
KLM Likes: 15,159
Air France Likes: 18,834
Atout France Likes: 10,703
Holland Likes: 11,781

9. CAMPAIGN SNAPSHOT
Top French Cities – 2012
CONCEPT
Familiarize the American public with the diversity of French
Tourism through the presentation of 25 cities with special focus
on Dijon, Marseille, Nice, Nancy, Montpellier, and Reims. We
created a quiz and sweepstakes where users can discover their
ideal urban itinerary in France that best fit their interests and
personality.
OBJECTIVES
Boost the awareness of the 25 featured French cities
Retain existing travelers
Recruit new travelers
RESULTS $0.89 CPC
Total impressions: 13,970,197
Total page views: 252,150
Total entries: 21,171
Air France leads: 4,761
Atout France leads: 11,121

10. CAMPAIGN SNAPSHOT
Dunhill Travel Deals
Dunhill Travel dedicated eblast
Total clicks 1,314
CPC $1.29
Dunhill Travel ROS Network Banner
Total clicks 7,820
CPC $0.32

11. 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 interest
survey or watch a full ad, they earn miles or loyalty points for
one of their network’s airlines or hotels Accommodations (Budget/luxury/extended
stays/ B&Bs, camping sites). High/some interest

12. CAMPAIGN SNAPSHOT
Travel Zoo
Travel Zoo CPC Text Link
Total clicks on insertion 6,097
CPC $0.82

13. 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.ballot@atout-france.fr
212-745-0973