Atout France is the France Tourism Development Agency responsible for promoting France to the UK and Irish public.
They commissioned a brochure to launch and support their #FeelFrance initiative to the UK and Irish press.
The brochure was designed to be not only a useful desktop resource for journalists looking to include news and events in their articles throughout 2017 but also as an inspirational piece that would encourage them to sign up for press trips and tours organised by Atout.
A clean, fresh, classic design approach was taken to reflect French elegance, making it easy to read, easy to find appropriate information and allow the destination photography to speak for itself.
A total of 18 regions in France participated as partners, contributing a (sometimes bewilderingly) diverse range of information including points of interest, diary dates and photography which was then pulled together into a consistent design for each allocated double page spread.
The production of the final perfect bound brochure was also designed to support the core ‘Feel France’ concept through the selection of a soft touch laminate on the cover and an extra process of raised UV ink (Scodix) applied to the title area. This made the piece quite literally a tactile one.
The brochure was given out to media at the French Travel Media awards in London OXO2 on 1 March 2017 which was also an event dedicated to launch the new marketing campaign #FEELFRANCE. It will also be given to journalists and contacts that Atout France meet throughout the year.