ATOUT FRANCE
Destinations

National and Regional Magazines

How can a holiday destination maintain a permanent profile in the German travel market? How can you spread the word about your tourism products economically and effectively? What is the best way to demonstrate your virtues at exhibitions and in response to phone and Internet inquiries? Travel information is a matter of trust, passed on by word of mouth. More than 60 % of German holidaymakers choose their destination on the basis of recommendations from neighbours, friends, newspapers and magazines. National and regional magazines provide tourism associations with a popular and accessible medium that is attractive to a broad readership. In these publications, experienced travel journalists present the advantages of the destination in a clear and personal manner.

Advantages:
- Designed by experts who know the needs of German holidaymakers
- Broad distribution through paper shops, tourist board offices, fairs and initiatives such as mailings and cross-promotions, etc.
- Publication timed for the major consumer exhibitions
- Saves time for the client: Grafenstein designs and produces in close cooperation with the client. An editor-in-chief coordinates the work of the journalists, while the client has the opportunity to make corrections if required.
- High credibility thanks to journalistic conception and distribution through paper shops
- Saves money for the client: “commercialization” through the advertising agency Grafenstein = optimization of advert acquisition: part-financing or cost covering possible

Target Group:
Consumers and agents

Task:
To use a magazine featuring high-quality journalism to publicize France as a holiday destination to German-speaking tourists and to foster a long-term tourism relationship to the country.

Solution:
- A half-yearly magazine on France (spring/summer edition: 84 pages, 60,000 copies; autumn/winter: 52 pages, 40,000 copies) with a companion pocket guide and several annual or biennial regional magazines with 32-56 etc. pages (25,000-50,000 copies)
- Editorial added value: contributions by eminent German journalists
- Financing through sale of advertising space to tourism service providers and clients from other branches (fashion, cosmetics, car industry, food sector; extend scope of articles to savoir vivre and lifestyle)
- Distribution via paper shops, via supplement in travel magazines, via Maison de la France in Germany, Austria and Switzerland, and via consumer exhibitions and special events; supplementary distribution via advertising campaigns, the Maison de la France website and special initiatives such as mailings, cooperation with retail chains, etc.

Results:
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