Sports and tourism come together above and below in ads for SouthWest France also know as Aquataine. The ads are in English targeting the widest possible tourism.
Above are the major media forms in European sports. In France, sports emphasize soccer throughout the year, the Tour de France in summer, Roland Garros in summer and skiing in winter. France invented tennis with the game "jeu de paume."
Below cycling has a French origin as well, dating back to the 1860's. Images below show the intense media coverage of the event.
Below Formula One has an enormous media following of 600 million viewers over the year. France no longer hosts races but participates.
Sports and travel share a combined active/passive use of leisure time.
Below, French travel has a post-colonial affinity for Northern Africa. Morocco was an especially popular location for French and Europeans in the 1960's, below Yves Saint Laurent.
La Vallee (1972) is a film by Barbet Schroeder that explores the idea of French post-colonial travel.
Les Bronzes in 1978 & 79 offered a comedic take on French vacation culture with package vacations like Club Med.
Below the Club Med ad created by Saatchi & Saatchi in 2002 referenced its sexy 1970's past.
Below tourism is at its best when unified for a nation. But promoting a nation is not so simple, according to Wally Ollins and his "Nation Branding" media strategies.
The Eurostar is a transnational alliance that promoted by France & the UK in its ads.
Renault's recent campaign "Get There Faster," promotes European care travel by featuring landmark destinations.