France is actively courting UK businesses amid recent tax changes, launching the ‘Choose France’ campaign.
- The initiative features high-profile adverts in major UK newspapers, highlighting France as a prime business destination.
- Advertisements include prominent figures and aim to attract investment by showcasing French innovation and growth opportunities.
- Economic experts note that the campaign is a response to intensifying global competition for business investments.
- The campaign previously targeted several major economies and now expands to the UK due to recent budgetary shifts.
France has launched the ‘Choose France’ initiative to allure UK businesses facing a challenging tax environment post-budget. Appearing in major UK newspapers like The Times and the FT, the campaign emphasizes France as a key destination for innovation and business growth. Adverts feature prominent personalities and slogans like ‘Make It Iconic. Choose France,’ striving to position the country as an appealing investment hub.
The campaign, originally designed under President Emmanuel Macron’s administration, aims to invite global investors and businesses to relocate to France. Its expansion into the UK market follows recent budget propositions, which have raised tax concerns for local enterprises. France’s Embassy has highlighted this expansion as part of a strategic international rollout, asserting its independence from the domestic policies of targeted nations.
Andrew Griffith, the Shadow Technology Secretary, remarked on the potential implications for British businesses contemplating relocation due to recent fiscal policies. He expressed concern over the attractiveness of France, which has traditionally not been seen as a hub for agile capitalism. These adverts serve as a reminder of the urgent necessity for the UK to remain competitive globally amidst escalating investment competition.
The ‘Choose France’ campaign draws on successful precedents, such as Germany’s post-Brexit appeal to British start-ups in 2016, indicating a historical context of countries leveraging UK political shifts to attract businesses. Beyond print, the campaign extends to billboards, key global locations, and online platforms, maintaining visibility at trade fairs and culminating in an annual summit at the Palace of Versailles.
This year’s ‘Choose France’ summit, which hosted significant pledges such as Microsoft’s €4 billion investment in France, underscores the campaign’s effectiveness in drawing substantial international commitment. As global branding campaigns like this gain traction, commentators stress the increasing importance for countries to promote themselves amidst the evolving landscape of globalization. The adverts, featuring landmark French locations and industry leaders, aim to enhance France’s global allure.
The ‘Choose France’ campaign strategically positions France as a burgeoning epicenter for business amidst global challenges.
