“Make it Iconic”: a bold communication campaign
Since 2019, France has been the European country that attracts the greatest number of foreign investment. To ensure that our country's international image reflects and consolidates its economic attractiveness, a communications campaign, “Make It Iconic”, was launched in October 2023
A strong message: “Make an impression – choose France”
The campaign highlights our inventive and pioneering temperament. In the past, the Lumière brothers invented cinema, Clément Ader made the first motorized airplane take off. Today, we have creators and champions everywhere: in art, fashion, sport, gastronomy, the ecological transition, science and all technology. Coming to France means choosing the audacity and innovation that characterize the French spirit.
Excellence by example
The campaign is embodied in personalities and places emblematic of this spirit. Mont Saint-Michel, Notre-Dame de Paris, the Château de Chambord, the Eiffel Tower and the Cité du Vin, a jewel of futuristic architecture in Bordeaux.
The muses illustrate the diversity of the fields of French excellence: Antoine Dupont in sport; Philippe Starck, design; Nina Métayer and Anne-Sophie Pic, gastronomy; Yann Le Cun, artificial intelligence; Sophie Adenot and Thomas Pesquet, space travel; and many others. All of them hold high the advantages of France: its humanist values of liberty, equality and fraternity, its openness to the world, its capacity for questioning, its inventiveness and its rich heritage. They invite us to live and dare the audacity that makes France.
The “Make It Iconic” messages are displayed in the international press, airports, business districts and on the web. They can also be seen on the buildings of our foreign representations and on the French pavilions at major international trade shows. Business France teams are actively promoting the campaign through their international network, relaying messages at numerous events.
Audacity, innovative spirit, cultural and artistic vitality, gastronomic quality, rich heritage, international openness...: “Make It Iconic” makes people want to come to France.
Discover the dedicated website : choosefrance.fr
Related expert
Business France certifies with Wiztrust
In order to secure its communication, Business France has certified its documents with Wiztrust. You can check the authenticity of these documents on the www.wiztrust.com website.