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FRENCH TOURISM
Cannes, France
In the summer of 2019, I studied international advertising in Europe. Through this, I was able to attend the Cannes Lions International Festival of Creativity. When I was in France, my group and I were asked to create a social media campaign for 18-35-year-old affluent Americans showing that there’s more to France than violent protests and encourage them to visit locations other than Paris.
For this campaign, our goal was to have the target audience find comfort traveling overseas, but more specifically, France. So, our first step was to research exactly how affluent Americans ages 18-35 felt about traveling to France. Here are some of the findings.
The following are personas within the target audience that this campaign targeted.
After gathering the insight that the target audience is fearful of traveling to France, yet they really want to go, we decided that the following strategy and big idea would show them that traveling to France is not only safe, but fun.
Running with the idea "Fear Not in France" we created social ads (both static and video). For these, we decided to present viewers shocking facts about their daily lives in the U.S. in order to show them that there is more to fear at home than overseas. So, why not travel?
The following were the goals this campaign aimed to achieve.
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