Monaco Makes MICE a Top Priority in New Campaign
By Deanna Ting
September 24, 2013
Although the European principality of Monaco is often known for its reputation as a luxurious gaming destination, its newest marketing campaign is out to prove that it’s also a top-notch destination for meetings, incentives, conventions, and exhibitions (MICE).
Recently, the Monaco Government Tourist & Convention Authority debuted a new campaign focused on demonstrating the country’s professionalism and sophisticated business environment. Its main slogan is “Choose Monaco and harness the expertise that will make your event a success.”
In particular, the tourism organization’s new campaign is focused on attracting MICE from the medical, information and communication technology, finance, and environmental technology industries. For this reason, the new campaign plays on traditional perceptions of Monaco, adding a twist that relates to each of those industries. Examples include: “In Monaco, Technology doesn’t only drive Formula One cars” and “In Monaco, Surgeons don’t operate on blackjack tables.”
“Finance, health, and information and communication technologies represent 50 percent of our MICE business, and they are also the pillars of Monaco’s industrial base,” explains Sandrine Camia, director of the Monaco Convention Bureau. “But, we do not think that our expertise in these sectors and our convention center infrastructure and assets, are as well known in Europe as they should be. Monaco should be a top-of-mind destination, and the new campaign is designed to make us memorable.”
Major selling points of the new campaign also highlight the eco-certified Grimaldi Congress Centre, which can accommodate up to 2,000 people, as well as the country’s 15 other MICE venues and diverse range of five- and four-star hotel properties such as Hotel de Paris, the Hermitage, Hotel Metropole, Le Meridien, and Fairmont Monte Carlo.
This year also marks a significant milestone for Monaco, which celebrated the 150th anniversary of its famed Casino de Monte-Carlo and the establishment of the Société des Bains de Mer — now known today as Monte-Carlo SBM.