#madeinparis campaign: special operation summer 2016

(Source: Internet)

As part of a recovery plan for the tourist trade, organised in conjunction with the French government, the Île-de-France region and the Mairie de Paris, the Paris Convention and Visitors Bureau is organising a special summer campaign to promote Paris as a tourist destination to a European clientele.

This operation is part of the #MadeinFrance and #MadeinParis campaign organised in partnership with Atout France and the Ministère des Affaires Étrangères. Illustrated with photos of the capital with “quirky” hashtags, this campaign includes print posters for use abroad and digital content for the web and social media.

The summer 2016 special operation is divided into two parts:

1 — #madeinparis competition

Organised in partnership with JCDecaux and Paris Aéroport, this competition encourages web users to share their original #madeinparis experiences.

Three winners selected at random will be invited to spend a luxurious weekend for two in Paris, including:

- Return travel from their home country (covered by the Office du Tourisme et des Congrès de Paris);

- Two nights in a 3- or 4-star hotel: the 123 Elysées (Astotel group), the Lumen and theTrinité Haussmann;

- Lunch or dinner cruise on a boat run by the Compagnie des Bateaux Mouches®;

- A shopping voucher worth €200 to spend at BHV Marais;

- A two-day Paris Passlib’city pass to use on public transport in and around Paris, in more than 50 museums and attractions, on Open Tour buses and a cruise along the Seine.

Cross-channel mechanism

- At Paris – Charles de Gaulle airport, digital terminals made available by JCDecaux will display animated images to promote the #madeinparis campaign and invite travellers waiting to board their flight to enter the competition.

These terminals are available in terminals 2F and 2G for European flights.

Animations will be displayed over nine days, from Friday 19 to Tuesday 23 August, then Friday 26 to Sunday 29 August. This is one of the airport’s busiest periods, ensuring the campaign reaches a wide range of travellers.

- A dedicated landing page, http://madeinparis.parisinfo.com/, hosted onwww.parisinfo.com (9.5 million users in 2015), explains how to enter the competition, and provides examples of posts and information on the operation’s partners.

- The campaign will be relayed on social media via the @parisjetaime accounts run by the Office (305,000 followers on Facebook, 125,000 followers on Twitter and 182,000 followers onInstagram) and on the social media of its partners (JCDecaux, Paris Aéroport, competition partners), with special visuals. A paid media campaign will maximise the visibility of this social media content.

The competition was launched on 19 August, the day displays go live in Paris - Charles de Gaulle airport. It will close on Monday 12 September.

2 — Happenings

The second part of the operation consists in a series of happenings organised in September in terminal 2F of Paris - Charles de Gaulle airport. These events will spotlight “destination Paris” in an eye-catching way for a European audience transiting the airport. They are currently in the process of being confirmed.

These happenings will be relayed on the internet in several formats, including live broadcasts from the terminal, which can be watched directly on the @parisjetaime accounts, photos posted on the @parisjetaime accounts, and a video compilation of highlights from happenings broadcast on Parisinfo.com and social media.