France Tries Reflex Action to Lure Tourists

NEW YORK Maison de la France will try to bolster tourism with a global campaign, “A warm welcome—that’s our commitment.”

Advertising, to be developed by Reflex in New York, will address the perception of the nation’s inhospitality, which Jean-Philippe Perol, director general of the French Tourist Office’s marketing arm, said is unfair. He points to high satisfaction scores in surveys of Americans who have visited France versus low scores from those who have not.

Ads will highlight the quality of a French vacation in terms of lifestyles, fashion, dining and attractions.