travel

France rebrands itself to keep No. 1 tourism spot

4 Comments

With the opulent French Riviera, iconic Eiffel Tower and luscious vineyards, France stands tall and proud as the world's No. 1 travel destination.

But it's not No. 1 in tourism revenue, to the chagrin of the country's tourism authority. So it's launched a campaign to "rebrand" France, a place already considered a dreamland by would-be travelers across the globe.

According to the U.N. World Tourism Organization, 82 million visitors traveled to France in 2007, an increase of 3 million from the year before and well ahead of No. 2 Spain and No. 3 the United States, who welcomed 58 million and 51 million visitors respectively.

But international competition, changing consumer demands and superior tourism revenue from the U.S. and Spain have provoked some serious soul-searching in French tourism circles.

The French government unveiled a new French "brand" last month, including a logo and travel campaign aimed at rejuvenating tourism revenue.

The logo features a young woman symbolizing Marianne, an allegorical figure and national symbol since the French Revolution, as she looks toward the future. The dreamy tagline, "Rendez-vous en France," is designed to seduce visitors to the land of fashion, food and fine wine.

Marianne invokes what the tourism authority, the Maison de la France, labels the traits that make France unique: adventure and spontaneity, a rich history, and of course, romance.

Those with a sharp eye will notice that the word "France," just above the tagline, forms the upper half of Marianne's body. The F and R letters are her right arm, while the curve of the N, C and E form her left arm, with the A covering her body.

An earlier version of the logo was more anatomically obvious. It featured Marianne's naked breasts, joined by the "R" and "A."

That one was vetoed in June, however, apparently deemed a bit too seductive for the foreign tourist market.

© Copyright 2008/9 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

©2019 GPlusMedia Inc.

4 Comments
Login to comment

Marianne invokes what the tourism authority, the Maison de la France, labels the traits that make France unique: adventure and spontaneity, a rich history, and of course, romance.

I guess it beats a statue of a woman dodging a thrown brick while her car lies overturned and burning in the background.

0 ( +0 / -0 )

I question the words "rebrand itself" - it's more like it "re-invented itself."

0 ( +0 / -0 )

Still No. 1 wow, that's some feat. Brittany coast and Cote de Savage are fantastic, there's no problen with naked breasts in Charente Maritime. Viva la France!

0 ( +0 / -0 )

i liked the first logo more.. i think it was more representative of France liberty and sexual appeal. But i can understand it could hurt more conservative countries.

0 ( +0 / -0 )

Login to leave a comment

Facebook users

Use your Facebook account to login or register with JapanToday. By doing so, you will also receive an email inviting you to receive our news alerts.

Facebook Connect

Login with your JapanToday account

User registration

Articles, Offers & Useful Resources

A mix of what's trending on our other sites