Cannes, the promise of a mild, luminous winter, against the current
Here, every winter’s day is a promise of sun, warmth and escape. At this time of year, Cannes stands out for its brilliant light and mild Mediterranean climate, offering an ideal escape from the winter cold and lack of light that affect other regions. On the shores of the Mediterranean, this emblematic town on the Côte d’Azur embodies the dream of a never-ending summer, inviting visitors to enjoy an exceptional setting and an incomparable lifestyle. The ‘Rendez-vous à Cannes’ campaign highlighted this unique atmosphere, making the town a prime winter destination for travellers in search of well-being and inspiration.
In terms of style, the ‘Rendez-vous à Cannes’ campaign goes against the grain with a quirky, dynamic tone that plays on the contrasts between the traditional winter and the Cannes experience. With punchy, smile-inducing catchphrases, it breaks the mould by promoting a sunny, elegant way of life, far removed from the cold and gloom. The campaign showcases a vibrant, lively destination with unique experiences: open-air shopping, sunny terraces, cultural events and refined gastronomy. More than just a mild climate, Cannes embodies an alternative where every situation becomes an invitation to savour winter in a different way. Taglines beginning with ‘On’ create an inclusive and engaging tone, directly involving the reader by associating them with the Cannes experience. This stylistic choice creates an effect of proximity and connivance, as if the destination were speaking directly to its audience.
3m2 Cannes corridors Winter Campaign 3A high-impact poster campaign
The campaign was given a high profile thanks to a strategic poster campaign in several major European cities:
- Paris: on the metro for 3 weeks in January
- London: at Eurostar’s St Pancras international station, for over a month
- Milan: in urban and commercial areas of the city centre.
- Nice Côte d’Azur Airport
Aeroport Nice winter campaignA 360° campaign
This extensive poster campaign was backed up by other initiatives that helped to raise the profile of the destination:
- Press relations: an international press trip organised for the reopening of La Malmaison with 25 journalists invited, as well as press workshops in Milan, Copenhagen, Paris and London.
- Conversion campaigns with Expedia, and in partnership with the Cannes hoteliers’ union from November 2024 to the end of February 2025 on the UK, Norway and Sweden markets with 30 participating hotels. In parallel, campaigns with Côte d’Azur France Tourisme via Expedia for the Italian market and SNCF Connect for the domestic market.
- Activations on social networks: launch of a competition with Cannes partners and an advertising campaign on various social platforms.
- Targeted media plan: distribution in the premium women’s press.
