Targeting national newspaper The Times and regional newspaper the London Evening Standard, the one-page advertisement aims to encourage Remainers and Brexiteers alike to choose Normandy as a destination to visit, trade or study, in large part due to the UK’s proximity to and historic ties with the French region.
The ad, pioneered by London-based creative agency mr.h, is a reference to an occasion in 2014, when one of Brexit’s most prominent Leave campaigners was pictured wearing a necktie of the Bayeux Tapestry, and features an image of said occasion.
Copy is kept minimal, stating the wearer’s intended purpose for the tie: to “remind people of the last time the UK was invaded.”
It then expands on this in light of today’s momentous event: the tie represents not only the Norman Conquest in 1066, but also the history the UK shares with Normandy, and the new future of Anglo-Norman cooperation, which will endure beyond Brexit.
Lastly, readers are encouraged to visit choosenormandy.com, a new online portal providing information for anyone considering trading, visiting or studying in Normandy.
Hervé Morin, President of the Normandy Region, said: “On this historic day, the Normandy people are keen to gently remind the British people of the strong and enduring historical ties between Normandy and the UK.”
“The Normans are proud of this common heritage – the history, friendship and cooperation we share with the UK – and we want the British people to know that whether it is to visit, work or for trade, they will always be welcome in Normandy. Let’s keep our ties beyond Brexit!”