French Tourism Campaign Banks on Impressionism for 2024 Anniversary

France has launched a tourism video leveraging Impressionist painters to attract visitors ahead of the 150th anniversary of the movement in 2024. The three-minute spot by Normandie Tourisme follows a couple, Lauren and Kim, through Normandy, Paris, and Île-de-France, visiting sites frequented by artists like Monet, Renoir, Caillebotte, Morisot, and Pissarro. The video intercuts masterpieces with real locations, including Sainte-Marguerite-sur-Mer, the cliffs at Étretat, Monet's house in Giverny, the Old Basin in Honfleur, Monet's studio in Rouen, Van Gogh's house, and Paris museums Orangerie, Orsay, and Marmottan Monet. The campaign emphasizes experiencing both the artworks and the landscapes that inspired them, with travel options on foot, bike, train, or canoe. This initiative contrasts with Italy's promotion using a pseudo-influencer Botticelli Venus.