2024-03-21 18:04:20
The Paris 2024 Organizing Committee and Atout France, the organization responsible for promoting France abroad, are joining forces to promote the event internationally and thus create a lasting legacy in terms of tourism .
Etienne Thobois, Director General of Paris 2024, and Caroline Leboucher, Director General of Atout France, have just signed a partnership agreement aimed at strengthening collaboration between the two entities.
A collaboration that is strengthening as the event approaches and since the inclusion in the Destination France plan of the desire to capitalize on major international sporting events and in particular the Paris 2024 Games to promote the France destination.
With the Paris Games, it will be for French tourism to capitalize on unprecedented media exposure, to create new travel desires, to position France in line with the values supported by the event (sustainability, innovation, excellence, audacity, diversity, accessibility and inclusion… ) to renew its image, to highlight event know-how, the quality of infrastructure and French hospitality but also to improve, extend and diversify visitors’ stays.
In order to respond to these challenges, the Paris 2024 Organizing Committee and Atout France have decided to join forces by implementing an ambitious action plan.
1 – Targeted international promotion
Thus, the Atout France teams, in France and internationally, promoted the Paris 2024 Games thanks to specific communication campaigns based on a film Open Doors, Open Games created for the occasion. Objectives: capitalize on this unique event to promote the France destination (its regions and host cities) during the torch relay but also during the Olympic and Paralympic Games and following to create a lasting legacy. Campaigns that refer to dedicated landing page on France.fr, giving access to practical information and inspiring stay ideas to organize your stay in France. This content is also transmitted to ticket holders via certain e-newsletters distributed by the COJO.
In addition, Atout France organized 13 international press conferences, with the support of the diplomatic network, which brought together more than 700 journalists and generated 230 articles to date. A multi-market press reception was also organized for 19 international journalists from the tourism and lifestyle press in Paris, Lille and Marseille in conjunction with the tourist offices and regional tourism committees concerned.
During all these events, a dedicated press kit (available in 12 languages) was distributed to highlight the project and invite people to explore French destinations.
International tourism professionals (agencies and international buyers) were also invited to discover the host territories (Paris, Nantes) during learning expeditions and will return to Paris for a MICE reception which will be organized during the Olympic Games to promote French know-how in event organization. Finally, the Paris 2024 Olympic and Paralympic Games are also promoted within the framework of the international BtoB, Mice and Leisure trade fairs in which Atout France participates.
This promotion, associated with that of the various French destinations, makes it possible to promote a France open to the world, which capitalizes on the values supported by Paris 2024 and encourages ticket holders to take advantage of the event to extend their stay and explore French destinations. For Atout France, it is also a question of contributing to the dissemination of practical information internationally and to the reassurance of the public and prescribers.
2 – A winning welcome
Furthermore, so that the best welcome is reserved for international visitors during the event, Atout France and the Paris 2024 Organizing Committee are deploying a program to raise awareness among French professionals regarding welcoming travelers from 17 countries. Thanks to a series of short videos and a communication kit, The Welcome to France program will allow professionals to have all the information allowing them to know the profile of visitors coming to France for the Paris 2024 Games and to take into account their specific expectations and interests.
Sheets containing key figures and information on each nationality of travelers will complete the videos. They will, like the videos, be made available free of charge to professionals.
The latter will also have a window sticker to affix to their window, the QR code of which will give access to a page on France.fr promoting all the sites to discover in their territory.
3 – Measurement of impact
Finally, Atout France will set up with the host territories of actions to measure the impact of Paris 2024 on tourism during the summer of 2024in the short and medium term, in terms of attendance, jobs and tourist spending.
“The Paris 2024 Olympic and Paralympic Games are a fantastic opportunity to reveal the best of France, in line with the values promoted by the event, sustainability, innovation, accessibility, inclusiveness… But also to promote our know-how in hospitality to all travelers. Atout France is delighted to work to promote France and build a lasting legacy alongside the Paris 2024 Organizing Committee,” declares Caroline Leboucher, General Director of Atout France.
For his part Etienne Thobois, Director General of Paris 2024, explains that “the Olympic and Paralympic Games offer an exceptional opportunity to promote our country throughout the world. Attracting billions of viewers, and welcoming millions of foreign spectators, this historic event organized here for the first time in a century, will help promote all of our heritage, our heritage, our culture and our know-how… “.
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