The Brief
- Tourism promotion through culture and contemporary references is aspirational, cost effective, transgenerational but under-exploited
- Film festivals are usually organized by cultural entities with aims to promote cultural understanding, but with little focus on tourism
- Lack of concrete knowledge of Monaco in Asia, other than its events such as Formula 1 Grand Prix and Monaco Yacht Show
The Strategy
- Using Monaco’s famous movies to create appeal and a closer connection to Destination Monaco
- Organized by VisitMonaco – the tourism body – the film festival aims to promote both cultural and tourism assets of Monaco
- Movie theatres, consumer brands and travel brands were solicited as partners and sponsors for the Film Festival
- Social media campaign on Facebook to engage with a large audience and to create visibility
- One prestigious gala evening to connect with stakeholders & high-end consumers
- Host the Monaco Film Festival in one new Asian capital city every year
The Results
- Creation of a qualitative and successful event with a moderate budget
- Between 6 to 14 movies presented in 2017 Singapore – 2018 Hongkong – 2019 Seoul
- Greater connection of grand public with movies made in Monaco
- Prominent musicians, film directors and designers were invited to the festival as the highlight
- Extensive press coverage including on inflight magazines as event highlights
- Reached combined audience of 200,000 people in 3 years
The Event
