Le Royal Monceau Raffles: My Paris
After a decrease in visitor numbers across tourism in Paris, Raffles asked us to create a compelling campaign to re-connect clients with the French capital and drive bookings to Le Royal Monceau.
We completed in-depth desk research and interviews with key stakeholders to get a good, comprehensive understanding of the brand and French culture. We understood it was necessary to remind travellers of Paris’ unique and alluring characteristics. To do so, we focused on a cultural pillar with links to the hotel’s own identity – fashion. We designed the campaign to run in the weeks ahead of Paris Fashion Week, curating a list of fashion influencers to show us ‘their’ Paris.
To support the launch of the videos, we produced a bespoke map of Paris according to our four fashion influencers. Highlighting unique places to visit, the ‘My Paris’ map was used as an offline marketing tool within the hotel during Paris Fashion Week. In addition to this, we created an afternoon tea menu for Le Royal Monceau to use at Bar Chocolat during PFW.
The chosen influencers were strategically cherry-picked to fit into the aim of reconnecting with both fashion and the French capital.
A British-born jewellery designer and maker, Jessie Harris’ ‘retro futuristic’ designs have gained her an ardent following. She cites travel as an intrinsic part of her inspiration, so we wanted to get her inside scoop on how this fashion capital filters into her work.
The ultimate aesthete, Fashion Editor and blogger Luke Ross always travels with his camera in pursuit of the perfect image. It is this sartorial filter that led us to him as an ambassador for Parisian fashion and beauty.
As an independent PR consultant, Rena’s awareness of the flux of future trends only heightens her appreciation of Paris. She is lucky to visit the city regularly for Fashion Week, so was perfectly placed to show us her regular spots.
Susannah Garrod’s beautiful hand-drawn fashion illustrations take inspiration from great French artists, with Parisian references often featuring in her work. Instagram has been a transformative platform for her to build her now extensive, international client base.
The Lasting Impression
The resulting video was a series of beautifully shot vignettes accompanied by personal voiceovers to drive home an emotional connection to the city and an urgency to book a stay.