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Grace notes: Monaco launches new marketing campaign with CNN
The Government of Monaco has launched a new marketing campaign with CNN called, "Monaco, Playing a Special Role in the World."
The campaign, which will run for six weeks on CNN International and for 12 weeks on CNN.com, features four documentaries that present an initiative originating in Monaco:
The initiatives presented in the mini-documentaries include:
- from Sao Paulo, story of a Prima ballerina, Bernice Coppieters, mentoring a hopeful young dancer under the expert gaze of choreographer, Jean-Christophe Maillot;
- a report from Haiti details the protection of civilians and safeguarding of peacekeepers and supplies in a vulnerable nation by a Monegasque company;
- in the United States, Monaco-based Venturi has developed an engine that could revolutionize the use of electricity in transport and is preparing to test its engine – and beat the world speed record — on Utah’s salt flats;
- and from Mali, a 12-year-old girl suffering from a rare heart disease requiring open heart surgery, journeys to the world-renowned Cardio-Thoracic Center of Monaco for life-saving treatment.
Additional coverage on CNN’s "Outlook" series spotlights the Principality with a focus on business, cultural, industry and consumer trends fuelling its economy.
The campaign is being positioned as a government communication campaign, targeting businesspeople, decision-makers, opinion leaders and political leaders rather than a traditional brand or destination commercial..
"It is about overcoming an unfavorable image of Monaco using evidence and facts. It’s a tasteful campaign that appeals to the intellect, and presents an unexpected side yet very real side of the Principality," said Michel Roger, Monaco’s Minister of State.
View documentaries at:
http://en.gouv.mc/Policy-Practice/Monaco-Worldwide/Monaco-playing-a-special-role-in-the-world or http://business.blogs.cnn.com/2012/10/16/coming-up-on-cnn-international-outlook-monaco/
Source: Consulate General of Monaco
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