Entente cordiale – discovering another France
A digital campaign to open UK travellers’ eyes to all that France has to offer
With offline activities being handled by a third party, the Tour De France digital campaign called for close collaborative work to ensure a consistent voice.
At Crowd, we are often tasked with providing a full service solution. In many ways, this makes the creative journey easier, with all assets organically sharing a common voice and style. Working with a creative strategy already put in place by Souk, one of the UK’s leading destination marketing agencies, the challenge was to maintain a familiar tone and visual consistency throughout the website that echoed and amplified the offline campaign.
Coordination and collaboration were key to the success of this project. Working closely with Souk gave us a seamless overlap between the online and offline collateral, creating a synergistic marketing mix that maximised audience recall and engagement.
Pulling through and converting significant website traffic into bookings, the website placed inspirational imagery at the forefront, challenging preconceptions about France as a destination and widening the country’s appeal to a broader demographic.
Websites can be tricky beasts, Crowd tamed that beast, working with them to turn our offline idea into online collateral was simple, painless and fun.