The “Make It Iconic. Choose France” campaign, intended to “bring out the French audacity and spirit of innovation”, has been broadcast since November 4 in 5 new countries around the world (South Korea, Italy , Japan, Qatar, and United Kingdom).
“In France, we are not like everyone else. And we think that you are not either. Make an impression. Choose France.” This is the main message of “Make It Iconic. Choose France“, the government’s latest international attractiveness campaign.
Intended for “bring out French audacity and the spirit of innovation, by highlighting national economic dynamism, French know-how, cultural and artistic vitality, gastronomy and tourist wealth”as the executive indicates in a press release, the latter highlights personalities from various fields and embodying, through their stories, the French state of mind.
Among them are Anne-Sophie Pic, Antoine Dupont, Mory Sacko and Thomas Pesquet. “Through the ‘Make It Iconic’ campaign and its muses, France demonstrates to the whole world the wealth of its talents and its audacity. In a year 2024 which has seen France shine internationally, the expansion of its distribution to new countries contributes to our ambitions of attractiveness”indicates Christophe Lemoine, director of communications and press at the Ministry of Europe and Foreign Affairs, in the press release.
A second wave of diffusion
“Make It Iconic. Choose France” was first broadcast in 5 countries (Germany, Canada, United Arab Emirates, India and United States) during a first wave in 2023. Amplified worldwide by the network diplomatic and state operators, the campaign is entering a second phase, now targeting 5 new countries: South Korea, Italy, Japan, Qatar, and the United Kingdom. Broadcast since November 4, it can be found in particular in the economic press, in airports and digitally until the end of December 2024.
After the edition of the Choose France summit in 2024 (which recorded a record with 15 billion euros of foreign investments), this second wave must generate preference and consideration among an audience of opinion leaders in these new parts of the globe. “We are proud to continue the distribution of this campaign, which reinforces the attractiveness of our country on the world stage. It demonstrates our commitment to promoting the French spirit and inspiring talents and investors from around the world to choose the France as a land of opportunities”underlines Michaël Nathan, director of the Government Information Service.
Source: www.e-marketing.fr
