Fréjus in the countryside in London - Fréjus Tourist Office

By Maxime, published on August 27, 2026

Reading time: 3 min.

A campaign in the heart of "Soho"

From September 15th to 21st, 2025, Fréjus crosses the Channel to meet British travelers. The event takes place in Soho, an iconic London district renowned for its vibrant energy, theaters, restaurants, and nightlife. A must-see destination, it sees thousands of Londoners and international tourists cross paths every day. The event also includes an exclusive competition, offering the chance to win a week's stay at Camping Holiday Green, one of Fréjus's leading campsites. It's a unique way to showcase both the excellence of local outdoor accommodation and the Mediterranean lifestyle.

Fréjus in the countryside in London — Fréjus campaigning in London, © https://www.terre.tv/que-faire-a/soho-londres/

Phase 1 – September 15 to 19: Fréjus in light

For five days, Fréjus is displayed on a 3 m² digital screen, installed on the corner of a busy street. The video highlights the two pillars of our destination:

The Mediterranean and its nautical activities
Unspoiled nature and green spaces.

A QR code integrated into the spot links to a dedicated page , designed to immerse the viewer in the world of Fréjus Côte d'Azur and encourage them to discover our tourist offers.

Phase 2 – September 20 and 21: Fréjus around the corner

When the weekend comes, the campaign takes on a more human and interactive dimension with a street marketing operation:

Two agents wander through the streets of Soho with a Fréjus Côte d'Azur tricycle in the colors of our destination.
They invite passersby to participate in a digital competition to win a week's stay in Fréjus in 2026.
This activation also allows us to collect email addresses of British prospects, thus feeding a qualified database for our future targeted marketing campaigns.

Objectives and expected outcomes

Increase the visibility of Fréjus to a cosmopolitan and opinion-driven public, in the heart of London.

Stimulate digital interactivity, via the QR code and the competition, by generating qualified traffic to our media.

Develop a file of British contacts to strengthen our commercial and communication actions in this strategic market.

Why London?

The British market remains one of the most promising for the French Riviera. London, the world capital of urban tourism, offers an exceptional pool of travelers seeking sunshine, authenticity, and Mediterranean experiences. By choosing Soho, a vibrant and multicultural neighborhood, Fréjus offers itself a unique, visible, and impactful showcase, at the crossroads between locals and international visitors.

Why this period?

The choice of mid-September is no coincidence. In London, this period benefits from a high influx of visitors to the city center, with a constant flow of residents and international visitors. It also falls at a key time of year: late summer, when advertising campaigns are less saturated, and travelers are already starting to plan their stays for the following year.

By positioning Fréjus on this date, the objective is twofold: to capture attention in a more readable context and to position itself ahead of 2026 travel decisions.

In short, this campaign embodies a new step in Fréjus' internationalization strategy, positioning our city as an essential landmark for the British traveler.
It is part of a broader vision: to go beyond the peak summer season, attracting our visitors from the first signs of spring through to the mild weather of autumn.

This strategy is based on a strong conviction: to seduce, inspire and surprise, in order to broaden tourist flows, diversify clientele while revealing a multiple destination which combines Mediterranean authenticity, art of living, nature and culture.

Fréjus thus affirms its desire to offer an experience beyond time and off the beaten track, where each season becomes an invitation to discover the Côte d'Azur differently.