Brittany bids to update image with cinema ad

Imagination London has created a tourism campaign for the French region of Brittany which will run in both the UK and France, starting with a 30-second cinema ad from today.

Brittany's tourist board appointed the UK agency after running a pitch for the international brief, which acknowledged the region was perceived as a bit dated and a bit rainy.

The cinema ad, which simply features sights and sounds of the region with no voiceover, is cut down from a two-minute film which will run online and on screens in FlyBe and Brittany Ferries terminals later this month.

The campaign slogan in both countries is 'Be Breizh' - the word means Brittany in the local language.