This poster presentation will use the experience of CampusFrance to discuss the potential for European promotion initiatives to co-exist with and complement national ones. It will also examine the relationship between the unique selling points of European and French higher education. Within the context of the Bologna Process, CampusFrance has been involved in promotional activities with a European dimension for several years. For example, in 2000, the agency first implemented self-funded European higher education fairs (EHEFs) with partner organisations from other EU member states, a concept that has also been adopted by the European Commission. CampusFrance is also the lead agency of a consortium composed of the British Council, the DAAD and Nuffic for the organisation of a series of EC-funded events in seven Asian countries between 2006 and 2008. This poster presentation will present some of their different activities, as well as related feedback from participating member states and institutions.