France’s ‘Choose France’ campaign targets UK businesses amid high tax concerns.
- Full-page adverts appeared in major UK newspapers following Labour’s Budget announcement.
- Adverts highlight attractive investment opportunities in France with high-profile figures.
- Campaign initially launched by Macron aims to draw global businesses to France.
- International competition for business investments is intensifying, necessitating strategic positioning.
The ‘Choose France’ campaign, an initiative by the French government, has been prominently featured in major UK newspapers, including The Times and the Financial Times. This strategic move follows the Labour Party’s recent Budget announcement, which introduced tax increases expected to affect UK businesses. The campaign aims to position France as a more favourable environment for business investment and growth, hoping to attract UK businesses looking for more advantageous conditions.
Highlighting France’s appeal, the adverts feature influential individuals such as Roxanne Varza, director of Station F, and Professor Fabrice Barlesi, a renowned specialist in lung cancer research. These figures, set against iconic French backdrops, reinforce France’s image as a centre of innovation and growth. Andrew Griffith, the Shadow Technology Secretary, remarked on the situation, noting that the current UK environment is prompting companies to consider new opportunities elsewhere: ‘It’s a sorry state of affairs if British companies are considering fleeing to France, which has historically hardly been a beacon of agile capitalism.’
The ‘Choose France’ initiative, initially launched by President Emmanuel Macron’s administration, seeks to attract global investors and businesses. Initially targeting nations like Germany and the United States, the campaign’s reach now extends to the UK, especially following reactions to the UK’s Budget, which includes tax hikes amounting to £40 billion. Despite timing, the French Embassy emphasises that the campaign’s UK expansion is a planned international effort and not a reaction to UK domestic policies.
Richard Exon, founder of the advertising agency Joint, observed that these adverts remind us of the heightened international competition for business investments. ‘It’s crucial for the UK to reinforce its position to compete effectively on the global stage,’ Exon commented. This sentiment is echoed by Greg Silverman, Global Director of Brand Economics at Interbrand, who asserts that country branding initiatives are rising in importance as nations strive to market themselves amid globalisation challenges.
The ‘Choose France’ campaign extends beyond newspaper advertisements, featuring prominently on billboards in airports and business hubs globally. It also maintains a strong online presence and culminates in the annual ‘Choose France’ summit at the Palace of Versailles. The latest summit saw significant interest, with Microsoft pledging €4 billion towards expanding AI and cloud infrastructure in France.
France’s strategic efforts to attract UK businesses underscore the ongoing international competition for investment amidst shifting fiscal landscapes.
