Provence and Marseille Region
France
The Challenge
To maintain and achieve a higher level of consumer and travel trade interest in Provence and in Marseille, which is the second largest city in France and a region known for fine cuisine and unique French culture.
The Plan
To implement a month-long 'festival', the agency communicated the region of Provence and Marseille to the Southern California market via a sensory campaign, utilizing each of the five senses. Los Angeles was imbued with provençal flavor. The tactics included: curating a poster exhibition at the trendy French bistro, Les Deux Café, screening a Luc Besson film at the famous Egyptian theatre in Hollywood and producing a major two-day exquisitely charming provençal marketplace on Rodeo Drive. The highlight of the campaign was the pairing of 12 award-winning visiting chefs with Los Angeles counterparts at the city’s finest dining establishments.
The Result
The events and the resulting extensive print and broadcast coverage spurred an explosion of consumer awareness and renewed interest in Provence and Marseille, helping expand tourism throughout that region. Click-throughs on the destination’s website showed a marked increase during the month.