campaign to promote,
Villefranche-sur mer.

Côte d’azur

Client: Côte d’Azur Tourism Board
Campaign: Sympathy for the DE Ville
Publication: The Sun
Date: August 1, 2020

The Brief

During COVID-19, the travel and hospitality industry faced an unprecedented slowdown, with international travel restrictions and reduced consumer confidence severely impacting bookings.

The objective was to keep the French Riviera—specifically Villefranche-sur-Mer—front of mind for UK travellers, maintaining aspiration and emotional connection even while travel was limited. The campaign needed to inspire future travel demand rather than immediate conversion.

The Approach

The strategy focused on securing high-impact editorial coverage that tapped into nostalgia, escapism, and cultural familiarity during lockdown periods.

Up and at’er helped to:

• Position the story around iconic cultural references (e.g. music, heritage, classic Riviera lifestyle) to create emotional resonance

• Leverage a storytelling-led feature to transport readers, offering a sense of escape during restrictions

• Highlight the charm, colour, and authenticity of Villefranche-sur-Mer rather than overt selling

• Secure placement in a widely read national title to maximise reach while audiences were highly engaged with print and online media

The Coverage

The result was a prominent feature titled “Sympathy for the De Ville…”, showcasing:

• A richly written, immersive travel narrative

• Strong visual imagery of the harbour, architecture, and Riviera lifestyle

• Cultural references (music, history, celebrity associations) to deepen engagement

• Subtle travel guidance and destination highlights to seed future travel intent

The tone balanced inspiration with sensitivity to the travel restrictions of the time.

The Results

• Maintained visibility of the destination during a period of near-zero travel activity

• Reinforced the French Riviera’s positioning as an aspirational, culturally rich destination

• Kept the destination front of mind for post-pandemic travel planning

• Delivered high-value editorial exposure when audiences were highly engaged with media at home