A new communication campaign for Monaco Government Tourist & Convention Authority

Although the perception of the ‘Destination Monaco’ varies greatly depending on the markets and types of clients, we must admit that this vision is often frozen in an old-fashioned and extremely incomplete image. Our purpose with this new campaign is to position the Principality as a destination that is constantly reinventing itself, without renouncing to the elements making up its DNA, announces Guy Antognelli, General Manager of Tourism, proudly recalling the values guiding the destination: excellence, experience, commitment, ethics, expertise, quality, renewal and success.

For 150 years, Monaco has attracted the most demanding tourists. The Principality’s offering has been expanded with new concepts, while the hotels that have contributed to its renown are being modernised to perpetuate excellence and offer unique experiences.

Made up of 20 carefully designed visuals, the campaign unfolds around ten strong themes illustrating the diversity of Monaco’s tourist attraction: culture, family, gastronomy, sport, responsible tourism, gambling, wellness, nightlife as well as meeting and incentive destination.

The Monegasque communication agency Colibri in charge of its development took on the challenge of creating a ‘more modern, innovative and technology-oriented image, with a plurality of visuals adding depth to the communication and opportunities for different forms of expression befitting the media selected.’

This campaign concerns all segments of tourism (leisure, business, cruises and excursionists) and will be rolled first in France, United Kingdom Italy, United States, Russia, Germany, Austria, Belgium and Switzerland.
Tourism is a pillar of the Monegasque economy: hotel occupancy reached 66.6% in 2018 for over 908,000 nights. The Principality’s clientele is mainly European (70% of arrivals) and most of the clients are staying for leisure. Business group tourism reached 28% in 2018.

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