Communication Campaign 2014

JEWISH TOURISM IN FRANCE

CONCEPT

Home to Europe's largest Jewish population, France has a varied and fascinating history with Jewish communities from the world over. At the crossroads between the Asheknazi and Sefardi worlds, France has played an important part in Jewish learning and culture.

ATOUT FRANCE’S INITITIAVE

Promote Jewish tourism in France through highlighting the country’s Jewish heritage, culture, cuisine & destinations through an integrated marketing campaign including the following initiatives:

a) Video mini-series b) Press/digital influencer trip creating buzzc) Original content featured on our sited) Emarketing campaign drawing traffic

OBJECTIVES

INFORM The American public, press and professionals on the top destinations, brands & experiences related to Jewish heritage and culture in France

PROMOTE Partner products and offers in the form of engaging content via an original video series and a dedicated page on our site

ENGAGE Consumers through promoting content via social media and influential websites

INSPIRE All Americans interested in Jewish culture to book a trip in France to visit the destinations and have the experiences that we are promoting

TARGETS

MULTI-GENERATIONAL & MULTI-TARGET OF JEWISH AMERICANS IN THE US

GENERAL PUBLIC

Baby-Boomers + Generation XHHI: $120,000+41% plan 3 trips abroad every year89% possess a bachelor’s degree; 62% possess a graduate degree

Generation Y + MillennialsAge: 25 - 45States: NYC tri-state area + West Coast54% female, 46% male

PRESS, BLOGGERS & ONLINE INFLUENCERS

Journalists writing for Jewish mediaTop influencers in the online Jewish community

SPECIALIZED TOUR OPERATORS & AGENTSAgents & tour operators planning Jewish specific trips to France

LOCAL ORGANIZATIONSMajor organizations in the Jewish communitySynagogues and youth groups planning trips abroad

DEMOGRAPHICS

Sources: Ira M. Sheskin and Arnold Dashefsky (Editors) . "Jewish Population in the United States, 2012." American Jewish Year Book (2012) (Dordrecht: Springer) p. 143-211.

There are roughly 5.3 million Jews living in the US

TIMELINE

EARLY JUNE 2014• Production of video

series in France

MID JUNE 2014• Press trip in France

with Jewish outlets/bloggers

JULY 2014• Content creation

JULY-AUGUST 2014• Run of campaign

INTEGRATED MARKETING CAMPAIGN

a) Video mini-series b) Press/digital influencer trip creating buzzc) Original content featured on our sited) Emarketing campaign drawing traffic

Our Jewish tourism in France landing page on us.rendezvousenfrance.com will highlight our video series, original content from our partners, and general tips and ideas for traveling to France to experience Jewish tourism

INTEGRATED MARKETING CAMPAIGN

A) VIDEO MINI SERIES

A short film series following author & chef Joan Nathan, a major figure in the Jewish community in the US, where she discovers the art of living and eating in France’s top Jewish destinations & sites

PARTNER VISIBILITY

Featured segment or entire dedicated short film (depending on level of investment) where Joan Nathan will experience your brand/destination firsthand

ABOUT JOAN NATHANJoan Nathan is the author of ten cookbooks including her most recent, "Quiches, Kugels and Couscous: My Search for Jewish Cooking in France,” which was named one of the 10 best cookbooks of 2010 by NPR, Food and Wine, and Bon Appétit magazines. She is a regular contributor to The New York Times, Food Arts Magazine, and Tablet Magazine.

INTEGRATED MARKETING CAMPAIGN

B) PRESS TRIP TO CREATE BUZZ

Host a Jewish themed blogger/press trip in France with influential media from Jewish publications and/or blogs, highlighting campaign partners to create more buzz

PARTNER VISIBILITY

Featured in the itinerary and within the writers’ social media, blog and/or article posts

INTEGRATED MARKETING CAMPAIGN

BLOGGER 1: FROM JSPACE.COMJspace.com is an online space providing Jewish news, gossip and food recipes, local and global networking, organization outreach, and events guide to find out about the hottest Jewish happenings near you. Reaches a younger audience in between 25 and 40.

Unique visitors per month: 344,649Active members in the US: 21,000+Faceboook: 526,000 +Twitter: 21,900+

BLOGGER 2: FROM TABLET.COMTablet is a daily online magazine of Jewish news, ideas, and culture. It’s considered a “must-read” in the US for young politically and culturally engaged Jews.

Unique visitors per month: 75,828Email subscribers: 40,000Faceboook: 53,000 +Twitter: 22,700+

B) PRESS TRIP TO CREATE BUZZ: THE BLOGGERS*

BLOGGER 3: FROM JEWCY.COMJewcy is a platform for ideas that matter to young Jews today. An online magazine and user community, the blog has been described as a “cultural icon” and at the forefront of a reinvention of Jewish identify by Young US Jews.

Unique visitors per month: 443,834Faceboook: 5,000 +Twitter: 9,000+

*final bloggers to be confirmed

INTEGRATED MARKETING CAMPAIGN

C) ORIGINAL CONTENT

For each partner, we will create dedicated articles that will be featured on the Jewish tourism landing page on us.rendezvousenfrance.com highlighting content such as:

Itineraries to discover the top Jewish sites A top 10 list of the best local kosher

restaurants The best local Jewish recipes How to connect with your Jewish heritage in

France An interactive map of important sites

INTEGRATED MARKETING CAMPAIGN

D) EMARKETING CAMPAIGN

We will drive traffic to our landing page featuring the videos & your content through a media plan obtained with key sites to reach the right audience. A sampling of some of the top Jewish websites in the US:

PR BUZZ Connect with major Jewish organizations around the US to promote landing page and video content

TOP JEWISH WEBSITES UNIQUE VISITORS PER MONTH

Chabad.org 2,078,312Jewcy 443,834Jspace 344,649The Jew & the Carrot 120,132The Scroll 75,828Forward Thinking 67,024Jewish Ideas Daily 65,795

RATES

Featured Sponsor Sponsor Contributor

1 dedicated short video centered around your brand/destination

(approx 5-10 minutes)

Featured segment within short video (approx 3-5

minutes)Inclusion within short video

(approx 1-3 minutes)

2 Featured dedicated articles on landing page

1 Featured dedicated article on landing page

1 Featured dedicated article on landing page

Full press/blogger trip visibility Full press/blogger trip visibility

Partial press/blogger trip visibility

Featured partner in Media Plan Inclusion in Media plan Inclusion in Media plan

Dedicated eblast sent to key Jewish contacts in the US

(approx 40,000)

Content featured in eblast sent to key Jewish contacts in

the US (approx 40,000)

Logo inclusion in eblast sent to key Jewish contacts in the

US (approx 40,000)

$15,000 $10,000 $5,000