France targets UK businesses with ‘Choose France’ campaign amid tax concerns

France has launched a significant advertising campaign in the UK to attract businesses disillusioned by recent tax changes introduced in the UK’s Budget.

The “Choose France” initiative has appeared in major UK newspapers, including full-page adverts in The Times and the FT, shortly after Labour’s Budget announcement at the end of October.

One such advert featured Roxanne Varza, director of Station F—the world’s largest start-up campus located in Paris—set against the backdrop of the French tricolour with the slogan: “Make It Iconic. Choose France.” Another advert showcased Professor Fabrice Barlesi, a leading specialist in lung cancer research. These adverts aim to position France as an attractive destination for investment, innovation, and business growth.

Andrew Griffith, the Shadow Technology Secretary, commented on the campaign, saying: “It’s a sorry state of affairs if British companies are considering fleeing to France, which has historically hardly been a beacon of agile capitalism. The recent Budget created a challenging tax environment for businesses, and perhaps some are now looking at the new opportunities that France’s government is offering.”

The “Choose France” campaign was initially launched by President Emmanuel Macron’s government a year ago to encourage global investors, businesses, and individuals to relocate to France. Featuring iconic French landmarks such as the Eiffel Tower and Mont Saint-Michel, the campaign aims to enhance France’s international appeal and attract foreign investment.

Originally targeted at countries like Germany, Canada, India, the US, and the United Arab Emirates, the campaign has expanded to the UK following reactions to the UK’s recent Budget, which included tax increases amounting to £40 billion. The French Embassy stated that the campaign’s rollout to the UK is part of a planned international expansion and is “totally unrelated to those countries’ domestic policy agendas.”

Richard Exon, founder of advertising agency Joint, remarked: “These adverts serve as a timely reminder that international competition for business investment is intensifying. It’s crucial for the UK to reinforce its position to compete effectively on the global stage.”

Greg Silverman, Global Director of Brand Economics at Interbrand, added: “Country branding initiatives like ‘Choose France’ are becoming increasingly important. As globalisation faces new challenges, nations are keen to promote themselves as prime destinations for business and investment.”

This is not the first instance of countries seeking to capitalise on UK political developments. In 2016, Germany’s Free Democratic Party launched a campaign urging British start-ups to consider Berlin following the Brexit referendum.

The “Choose France” campaign includes billboard advertisements in key global locations such as airports and business districts, as well as a strong online presence. It also features prominently at international trade fairs and culminates in the annual “Choose France” summit held at the Palace of Versailles.

This year’s summit saw France attract a record €15 billion (£12.6 billion) in investment commitments, including a €4 billion pledge from Microsoft to expand its artificial intelligence and cloud infrastructure in the country.

A spokesperson for the French Embassy commented: “The ‘Make It Iconic. Choose France’ campaign seeks to promote France’s attractiveness internationally. Featuring high-profile figures from various fields, it embodies the boldness that makes France unique. The campaign began in October 2023 and is expanding to new countries, including the United Kingdom.”

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France targets UK businesses with ‘Choose France’ campaign amid tax concerns