More that the failure of the France team, is the unlikely asked in marriage to Raymond Domenech his girlfriend Estelle Denis hold millions of viewers in the last football Italy France, June 17. "Communication error", will recognize the person the next day. To the journalist for M6, which clearly little tasted the display of his private life, but mostly traffic supporters, alarmed to see the coach away from its responsibilities.
Four days later, the LH2 Institute, carried out at the request of the Federation, a survey designed to measure the image of football. Immediate reaction of leaders converted to crisis management by eliminating precipitated their team to the Euro Everything suggested. It was not this. "This is a site that we have opened before the Euro," Pierre - Jean Golven, the new Director of communication of the French football Federation (FFF) provides. "Jean-Pierre Escalettes and Jacques Lambert the President and the Director General of the Federation, Editor's note felt it was time to flat image of French football to distinguish the reality of the perception of the French which is mediated by the media." Just the former of the Federation of tennis he admits that the events and the start of the playoffs of the cup of the world 2010, from 6 to 10 September against the Austria and the Serbia, made urgent operation. Because it is a communication plan spread over two years now, which will be launched. To repair the error of Domenech, but much more.
"Recreating the craze".
"It will not replace the victory by the"com"," immediately warns Franck Tapiro, boss of the Agency hemisphere, winner of the extensive consultation which brought together more than 120 and 23 pharmacies communication first. In other words, not question hide defeats by some beautiful slogans. "We want of course recreate the enthusiasm the team of France, but this is part of a real project of company", explains Pierre-Jean Golven. "With 2.3 million registered players, 18,000 clubs and 1 million games lovers held each season, football is a reflection of all the problems of society, that is why we must be exemplary. More than the 2-0 before the Italian defeat, therefore, the anti-Ch banner ' tis deployed by supporters of the MTP in the last final of the League Cup that this "deal".
If the details of the plan to be presented in a few days to the members of the FFF and its partners was not yet known, economic as institutional, it knows philosophy. "Basement is good," said Boulevard de Grenelle. The LH2 investigation reveals that the errors of the hooligans, cases of corruption (OM-Valenciennes, in 1993), the emergence of the stars of football in the people, the pervasiveness of money pages, have not damaged the love of football rating in the deep France. More than 90 of the polled (read here) believe that the ball is a popular sport and Gatherer (particularly with Team France) and 80 consider it user-friendly, a quality that some would rather attributed to rugby. Only violence and racism tarnish this worthy of an image of Epinal table. "When it in detail, one finds also that people perceive some distance to the blue." "France team is found to be close to people, but when we asked respondents if personally they had to feel close, they respond"no"", says Pierre - Jean Golven still.
Another study, qualitative, conducted in may by SportLab translated this "paradoxical" fidelity of fans. "Half of those who love football believe that its image is bad." "But at the same time, no means stop to follow the games," says Gilles Dumas, Director of the Institute which acts on behalf of large sponsors. "Overall, the money and the players are shown the finger, but the France team, as OM, remains an untouchable icon."
"Return of humour".
Generosity, humility, exemplary, proximity will be the watchwords of the action of the Federation. For its part, the campaign developed by hemisphere will be "recreate the link" with fans, as shown in the poster of the next France-Serbia (see opposite) and its "baseline": "had we play." "Missing in France the Jersey proud." Stage, the public flies to the rescue of the victory. "We are too" sous-porter"", said Franck Tapiro. The former Council of Nicolas Sarkozy, "to put humor in football, play down the result", while "making clear to the players that they also have duties". It is in this light that the "Blue Culture" program, already implemented and by which large Alumni such as Lilian Thuram instills the love of the Jersey France of youth teams.
The communication plan will be multimedia. "We're going to create participatory and popular tools on the Web," says the hemisphere pattern. Its budget has not been set. "We are to benefit our media partners", explains Pierre - Jean Golven. The sponsors of the FFF and the Blues (Adidas, Crédit Agricole, Coca-Cola, SFR, etc., about 2.5 million euros each contribution per year) may also relay operation. In Sportfive, the broker of the Federation, candidate to the consultation, in association with the Agency thing, it says that the rout of the Euro has generated among them "no complaint or recrimination". Not even coach unhappy exit. It however welcomes an action which can that enhance its "products" Team France and cup of France (also concerned by the communication plan). "It's a rare evidence of maturity on the part of a Federation which is step resting on the laurels of hearings or the number of licensees and is what it takes to keep his lead," summarizes Laurence Lachmann, Deputy General Director.
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