The French Government, as part of it strategy to rejuvenate its tourism industry, has created a new France brand that includes a new logo and tagline.
The objective was to establish a strong, united visual identity that can be used throughout the industry and to standardize the image of France worldwide. Advisors to the plan wanted a logo that is striking, witty and generous to express three traits that make France unique:
liberty: independence, creativity, imagination, boldness, spontaneity, a multitude of possibilities
authenticity: history, heritage, culture, nature
sensuality: pleasure, epicureanism, romance, intensity, passion, femininity
The design is a fluid feminine figure that is modern, sensual, timeless and forward-looking.
The tagline “Rendez-vous en France” is an integral part of the logo. It is a universal term often associated with a romantic rendez-vous that is an attractive concept for all cultures. Strategically, it creates a feeling of immediacy to go to France and it is easily applied to a variety of uses:
- by region: “Rendez-vous en Alsace”
- by product: “For golf, rendez-vous en France”
- by event: “Rendez-vous au Festival de Cannes”
The France brand will soon be used by Maison de la France, The French Government Tourist Office and its 35 foreign offices for all consumer advertising and communications including co-op campaigns with its partners and on all promotional documents. It will also be made available to American and French travel professionals.
Background
In 2007 France welcomed 82 million foreign visitors making it, for the 15th year in row, the number one tourist destination in the world. However, France is currently facing new challenges linked to increased international competition and shifting consumer needs. Tourism revenue has dropped from 7.3% to 6.3% of the GNP in the past 10 years and analysts believe that tourism revenues can be significantly improved.
Determined to support the renewal of the French tourism industry—France’s number one economic sector, Christine Lagarde, Minister of Economy, Industry and Employment initiated earlier this year a strategic plan known as “Destination France 2020,” with the goal of increasing revenue and creating jobs.
The plan focuses on three objectives:
- Attracting a new clientele from emerging countries to all regions of France
The plan suggests faster visa processing for many countries; increasing low-cost airline service; more specialized training; youth and work exchange programs and more flexible work laws including seasonal employment.
- Updating the tourist product to respond to new expectations
Actions include a study to develop B-to-B marketing; a restructuring of the hotel classification system including the addition of 5-star level and financial loans for hotel improvements.
- Promotion of the new France brand
The France brand has been created to enrich and renew its image and to give a new meaning to “France.” Its objective is to establish a strong, united visual identity that can be used throughout the industry and to standardize the image of France worldwide. Represented by a new logo and tagline, the brand will portray the importance of hospitality in France, and highlight the quality and distinct traits of the destination.
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