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Team Saatchi has won the French Tourist Board's pounds 2 million UK creative account after a four-way pitch.
The agency, which is a subsidiary of Saatchi & Saatchi, beat competition from the incumbent, Euro RSCG London, as well as DDB Tourism and Golly Slater.
The tourist board is reviewing the way France is promoted throughout the world. As part of this new strategy, it will attempt to lure British tourists back across the Channel to Brittany and Normandy. The regions have been badly affected by the rise of the low-cost airlines, which fly to sunnier destinations across southern Europe.
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