France has launched the ‘Choose France’ campaign targeting UK businesses.
- Ads have appeared in major UK newspapers like The Times and the Financial Times.
- The campaign responds to challenges posed by the UK’s recent Budget.
- Prominent figures are featured to highlight France’s appeal for investment.
- France aims to boost its international image and draw foreign investments.
France has taken a bold step in seeking to attract UK businesses through its ‘Choose France’ campaign, now prominently featured in major British newspapers, including The Times and the Financial Times. This move comes in the wake of the UK’s recent Budget announcement, which has introduced a challenging tax environment.
The advertisements, which include full-page displays of influential figures such as Roxanne Varza of Station F and lung cancer specialist Professor Fabrice Barlesi, aim to present France as a prime location for business growth. These adverts are part of France’s strategy to capitalise on new opportunities for investment and innovation.
Andrew Griffith, the Shadow Technology Secretary, expressed concern over UK businesses considering relocation, criticising the notion of them moving to France, which he described as historically lacking in agile capitalism. France’s campaign, featuring notable French landmarks, seeks to counteract this perception.
Initially launched by President Emmanuel Macron’s government to attract global investors, the campaign has extended its reach to the UK, amid reactions to tax increases totalling £40 billion. The French Embassy clarified that this expansion was planned and not directly tied to the UK’s domestic policies.
Richard Exon from Joint and Greg Silverman from Interbrand highlighted the growing international competition for business investment. They noted that country branding, like the ‘Choose France’ initiative, is vital as nations vie to present themselves as key destinations for business.
The campaign’s wide reach includes billboards at airports and business districts, a strong online presence, and engagement at international trade fairs, culminating in the ‘Choose France’ summit at the Palace of Versailles. This year’s summit secured a record €15 billion in investment commitments, underscoring France’s appeal.
With influential figures endorsing this initiative, the ‘Choose France’ campaign promotes France’s unique and bold qualities to secure its place on the world stage as a vibrant environment for business innovation and growth.
France’s proactive approach with the ‘Choose France’ campaign highlights the intensifying competition for global business investment and the need for countries to adapt accordingly.