Atout France -   Summer Summits Photography Competition

#ACM104 Communication Content Strategy

Since 2013, our award-winning campaigns for Atout France and France Montagnes have helped convince British mountain lovers that France is number one for skiing and snowboarding. 

Then, in summer 2018, Atout France set us a new problem. What about summer adventures, for which France is equally well-suited?  

The objective was simple: drive traffic to the French Mountains Facebook page - a platform that had previously been used exclusively for winter sports marketing campaigns and remained static in the summer months - to increase the visibility and appeal of France as a European summer mountain active holiday destination.

To do this, we ran a photography competition throughout June, July, and August 2018, inviting amateur photographers to submit their best photos of summer in the French mountains using the hashtag #SummerSummitsPhotoComp.  

To drive engagement, we produced a mini-series of how-to videos from photographer Alexander Collins showing followers how to take mountain landscapes on their smartphones, and offered entrants the chance to win a holiday in Morzine. We also teamed up with Escapism who ran a competition feature to promote the campaign.

The campaign eventually reached a whopping 800,000 people, sailing past campaign targets and helping to reaffirm France’s position as a true year-round adventure destination. Job done.