France Rebrands Itself to Boost Tourism

Comment dit-on “national rebranding”? The country of France has made a new year’s resolution, and not just to cut back on late night pain au chocolat binges. Maison de la France, the French Government Tourist Office, is seeking to boost tourism revenue (France is already the world’s top travel destination, with an estimated 83 million visitors in 2007) by tweaking its branding. Enter this new logo, proving just how hard it is to capture je ne sais quoi in graphic form, and a retooled tourism campaign.