French tourism campaign uses photographs of South African beach

Speaking on Tuesday Bradford said: “I grew up in Llandudno and so I
recognised the beach as soon as I saw it.

“I thought ‘that’s a little bit cheeky’ and put a picture of the
billboard up on my Facebook page”.

The offending poster features a family running along the sand and the slogan “Sprint
Finish on the Northern France Coast”.

Named after the North Wales seaside town, the South African Llandundo is one
of Cape Town’s most exclusive suburbs and is famed locally for its
spectacular beach and impressive surf.

Only a few hundred expensive, villa-style properties are nestled around its
pristine white sand beach, which is bordered by distinctive granite boulders.

One of these rocks, called “The Gat”, is the large column clearly
visible in the background of the Northern France poster.

Although Mr Bird did not notice it at the time, Llandudno’s white sand beach
and clear waters also appear to have been used in another poster in the same
advertising campaign – this time to represent a different French region.

Taken from a different angle, Llandudno’s beach is this time used to represent
France’s Mediterrean seaboard. The slogan: “Discus on the Mediterranean
Coast”.

Having been alerted to their error, French tourism bosses rapidly replaced the
offending “Northern France” image on their website www.gotofrancenow.com.

However, it was far too late to change the billboards and newspaper
advertisements that featured the pictures.

Prior to being alerted to the problem the French tourism authorities had
crowed about their campaign’s visual punning, claiming that it contrasted,
in a “humoristic” way, a French holiday destination with the
Olympic sports taking place across the English Channel.

Each one of the 23 different “France, Come and Play” campaign
posters features an image of what purports to be a French region alongside a
sport-themed slogan.

Thus, a picture of a woman flicking her hair as she emerges from an azure sea
is captioned “Backflip in Corsica”.

Another showing a family casually bicycling through flat countryside is
captioned “Team Pursuit in Vendee”.

Speaking earlier this month, Christian Mantei, who is managing director of the
French tourism marketing body Atout France, boasted that the campaign had
been elected as advertising campaign of the week by the advertising firm CBS
Outdoor.

He explained that his organisation spent 716,000 euros (£598,000) on the UK
advertising blitz, which he said “aims to attract the attention of
Londoners and encourage their need to escape to France”

“The London public is sensitive to the quirky nature of this campaign. It
should help to attract many visitors to France this summer”, he said.

Mr Mantei revealed that the tourism agency paid for 460 advertisements to be
displayed throughout the London Underground for three weeks from March 5
this year.

He said that he planned to pay for another three week poster blitz to run
during the Olympic Games themselves.

He also said he plans to pay for 23 expensive newspaper advertorials and to
use newsletters, online social networks and a dedicated website to lure
British tourists across the Channel this summer.

The British advertising agency that created the advertisement has apologised
for the error.

The Line Agency’s managing director Steve Turton said it was “a simple
and unintentional error” for which he apologised.

He explained that the images were taken from a source of 3,000 stock
photographs of French beaches. An attempted sub-search of these 3,000
images, however, accidentally re-included images from around the world, he
said.

He said that the he had notified the Advertising Standards Authority to the
problem and that he will change the offending images as soon as possible.

“We have already changed the picture on the Northern France ad and are in
the process of sourcing a new image for the Mediterranean Coast”, he
said.

“The pictures were sourced for the activity as much as the location. Both
pictures came from the same source, so having made the error on the first
one, there was no reason to think that the second one was not also in
France.

“Obviously we have now put systems in place to ensure that this never
happens again.”

France’s Atout France marketing organisation did not respond to a request for
comment.

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