EasyJet is to promote tourism to France from the rest of Europe with an “inspirational” promotional push.
A three-year partnership with Atout France, the French Tourism Development Agency, will start in the UK.
The campaign will focus on promoting Paris and the Cote d’Azur, including Nice and the surrounding region, in the UK.
Both the Franch capital and Nice were the targets of deadly terrorist attacks in November 2015 and July last year respectively.
The multi-media advertising and experiential marketing campaign will have a spend of around €1 million and kicks off in March.
Activity will include outdoor advertising as well as digital advertising, social media support and an experiential event for members of the public.
The UK-based budget carrier is the second largest airline in France, with almost 17 million passengers in total, of which more than one million fly between the UK and Paris every year.
The airline is also the largest airline at Nice airport, carrying more than three million passengers a year to and from the region with more than 220 flights a week.
EasyJet is also working with VisitBritain to promote the UK to consumers in Germany, France, Italy, Spain and Portugal through a multi-media advertising and marketing campaign.
The airline’s digital and marketing director, James Millett, said: “France is such an important market and remains popular with our UK customers.
“This inspirational campaign will seek to show everything France has to offer from a city break in Paris to a holiday in the French Riviera.”
Gwenaelle Maret-Delos, managing director for Atout France in the UK, added: “Atout France is delighted to partner with easyJet for this campaign and together continue to welcome more than 10 million British tourists to France.”
