France targets Youth Market in South East Asia with New Online Campaign

As part of its strategy to promote France to the youth of South East Asia, Maison de la France (French Tourism Board) has launched an online campaign - “France for You-th”.

Hosted on Maison de la France South East Asia’s website, this campaign has been put together in partnership with Club Jeunes (Youth Tourism division of Maison de la France) and with prize contribution from Rhône-Alpes Tourism Board and Dynasty Travel International Pte Ltd (General Sales Agent for Rail Europe in Singapore).

The “France for You-th” campaign aims at promoting France as a holiday destination and consists of several sections highlighting France as:

- a major European study centre given the quality and eclecticism of the topics taught (from arts and foreign languages to science and research);

- a perfect holiday destination with suggestions of leisure activities and popular celebrations, be it a visit to some of France’s 40,000 protected monuments, museums and châteaux or outdoor sports such as biking and trekking in the countryside, horse riding and sailing along the coastline, skiing in the French Alps (Europe’s largest skiable area) or an evening at a music festival in a vibrant French city;

- an affordable destination which offers a large choice of budget accommodation, plenty of small restaurants, cafés and brasseries serving quality food at reasonable price, numerous opportunities to discover world-renown sites for free such as the River Seine in Paris or the city of Lyon during La Fête des Lumières;

- a country welcoming the foreign youth with open arms and exclusive packages in its hippiest cities from travel agents of South East Asia such as Dynasty Travel International Pte Ltd offering a France Rail Pass for 3 days at EUR 93 and STA Travel Pte Ltd proposing land packages in Paris from Sin$ 44.

Another major component of “France for You-th” is an online contest where participants need to share in a maximum of 30 words why they should be picked as the winner. The participant with the most convincing and creative answer will win a 2-night stay in Lyon and France Rail Europe passes for two persons. The contest, open to residents of South East Asia, ends on 12 December 2008.

Frédéric Meyer, Director South East Asia for Maison de la France, said, “we are proud to launch this first online campaign dedicated to the youth market. Currently, our South East Asia website already carries a dedicated section on youth travel. This campaign is thus an additional and complementary platform for our communication of France as a youthful destination.

We see the potential in the youth market, as more and more students and young travellers in South East Asia today are either learning the French language, immersed in the French culture locally or simply charmed by the country and its art of living.

An estimated 8 million young visitors from all over the world visit France every year and we believe that a campaign like this will help to enhance our promotion of the country as a destination for the youth market in South East Asia.”

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