In a reference to the sometimes gruff welcome offered to tourists, [foreign minister] Fabius said a humorous publicity campaign would be launched, encouraging the French to improve service levels and help tourists when they could. “To put it diplomatically, we have room for improvement here ..."I'm looking forward to that: they do a pretty good 'humorous publicity campaign' in France. The Metro is festooned with rather fine posters urging more considerate behaviour (see the animal-based offerings here).
The graffiti on posters are often good for a chuckle, too. Here's one I found recently.
Earnest, or tongue-in-cheek ? A Gallic confection of both, probably.