Monaco Film Festival

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