Self-drive holidays just over the Channel: Hauts de France Tourisme

In the summer of 2020, towards the end of Lockdown#1 (when we were blissfully unaware of numbers 2 and 3), Hauts-de-France Tourisme wanted to remind visitors from the UK that it was a particularly safe place for a post-lockdown holiday, on account of contact-free travel in the Channel Tunnel and crowd-free destinations on the other side. Although they already had good-to-go content in French, a straight translation would not have worked especially well (French market ≠ UK market, French marketing style ≠ UK marketing style), so a careful transcreation — to coin a marketing term — was required. Here’s the result (or some of it anyway).