To mark Fashion Week and professional trade shows in the sector (Who’s Next, Première Classe, Impact), Paris Convention and Visitors Bureau is launching an all-new digital campaign titled ‘ParisYours*’, in France and Europe. Despite the sanitary context, the French capital is putting its energy into supporting activity in the sector to conserve its preeminent role in fashion.
Each year, business tourism accounts for 50% of tourism activity in the capital with 434 trade shows, 1,192 congresses and 100,000 corporate events. This year many events have been cancelled or postponed (Vivatech, Maison & Objet, FIAC, SIAL, Mondial de l’Automobile, etc.). Nevertheless, the destination has striven to maintain activity with adapted sanitary protocols. And today, some B2B trade shows and major events are going ahead and attracting people who want to participate in the recovery: Art Paris, Omnivore, Congrès des Experts Comptables, Who’s Next & Première Classe or Paris Fashion Week.
To support the sector and relaunch B2B activity, Paris Convention and Visitors Bureau, together with its partners (the Comité Régional du Tourisme d’Ile de France and Atout France) is focussing on digital communication to reach its domestic and European target groups. The aim is to show that it is possible to organize or take part in an event in the best conditions possible.
The campaign's target audience focusses on four major segments (trade shows / congresses, micro-MICE, travel / groups, events) and affinity sector-specific micro-targeting. In terms of media, LinkedIn was chosen as the main media outlet to easily reach these diverse audiences. The campaign is also distributed on Facebook, Instagram, on display, and in the press.
In terms of visual creation, flexibility was called for in illustrating sanitary measures that change regularly. To provoke positive emotions, the decision was taken to insert identity masks on the visuals. They reproduce iconic aspects of Paris (famous monuments, gourmet delights, etc.) or convey slightly offbeat messages.
Starting this summer, variants of the concept ‘Parisyours’ were produced to tempt Europeans to enjoy visiting the French capital, around several themes: parisnature, parisiconic, paristerrace. To give reassurance about the sanitary measures put in place by all Parisian tourism professionals, the visual creation played with the idea of physical distancing. A local marketing campaign was also rolled out to encourage residents of the Greater Paris area to travel ‘at home’; and to enable them to discover singular addresses, unexpected itineraries (by bike or on foot) and unusual activities (canoeing, stand up paddle on the Seine, etc.).