Atout France has launched a new marketing campaign in Australia featuring a succession of local celebrities from movie director Baz Luhrmann to Tour de France winner Cadel Evans.
Called J’aime Paris (I love Paris), the campaign was launched last month to coincide with Bastille Day and has been running on SBS and across the country in cinemas. Atout France Australia deputy director Marc Humphries said the campaign featured seven Australian celebrities showing their love for the Paris region.
“It shows that the position Paris holds in the people’s hearts has not changed and that Parisians welcome Aussie travellers with open arms,” Humphries said.
The 45-second commercial also features singer Tina Arena, actor Paul Hogan, production designer Catherine Martin, chef Guillaume Brahimi and fashion designer Collette Dinnigan.
Humphries said the campaign was a big first for the tourism board and was about getting people back to the country after past terrorist incidents.
“Australians are faithful return travellers to France with just over 1.2 million travelling there in 2016, visiting the monuments and museums, shopping and walking around the Parisian streets and parks as well as further afield,” he said.
The TV and cinema campaign has been produced in collaboration with the Paris Ile-de-France regional tourism body and Air France.