A half million euro tourism campaign primarily targeting British, German and Dutch visitors has proven fruitful with airlines reporting ticket sale increases of up to 30% (for May 2017 compared to May 2016).
The #FeelCotedAzur campaign — which was led by Atout France, the Comité Régional du Tourisme, Nice Côte d’Azur Aéroport and affiliated airlines — focused on the three nations as ‘flagship’ countries for the region: together, the UK, Germany and the Netherlands represent more than 1.5 million annual trips and 38% of all European visitors. EasyJet noted a 25% rise in flight sales between the UK and Nice for May while Eurowings reported a 30% increase.
Some 503,000€ was spent on the multi-channel campaign, which involved traditional billboard advertisements, digital campaigns, an improved presence on social media and press ads.
“Through this initiative, which is still not very widespread, we are committed to promoting the Côte d'Azur by uniting the public and private forces and their respective competencies, with the sole objective of efficiency,” says President of the Comité Régional du Tourisme David Lisnard. “We face the ongoing mission of strengthening the international tourism of the Côte d'Azur. We must, therefore, be imaginative and mobilise all the know-how and skills [we have] to further grow the economy of this territory.”