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ParisYours: a digital campaign to support B2B and tradeshow activity

To mark Fashion Week and professional tradeshows in the sector (Who’s Next, Première Classe, Impact), Paris Convention and Visitors Bureau is launching an all-new digital campaign titled ‘ParisYours’, in France and Europe. It is a major move to support the French capital’s leading role in world fashion.

Supporting B2B

Each year, business tourism accounts for 50% of tourism activity in Paris with 434 tradeshows, 1,192 congresses and 100,000 corporate events.

The global pandemic has meant many events have been cancelled or postponed (Vivatech, Maison & Objet, FIAC, SIAL, Mondial de l’Automobile, etc.), however the destination has striven to maintain activity with adapted sanitary protocols. And today, some B2B tradeshows and major events for the public are going ahead and attracting people who want to participate in the recovery: Art Paris, Omnivore, Congrès des Experts Comptables, Who’s Next & Première Classe and Paris Fashion Week among them.

Now Paris Convention and Visitors Bureau, together with its partners (the Comité Régional du Tourisme d’Ile de France and Atout France) is launching an autumn campaign focussing on digital communication to reach domestic and European target groups.

At the same time as promoting the destination, the aim of the campaign is to show that it is possible to organise or take part in an event in the best conditions possible.

“Moving Fashion Week online last June, was extremely well received and represents a profound change in the way we show fashion. We have extended the experience for this Fashion Week by imagining a calendar associating physical locations and digital programming,” said Pascal Morand, executive president of the Fédération Française de la Couture et de la Mode.  

The ParisYours campaign is targeting four major segments (tradeshows, congresses, micro-MICE travel groups, events) and affinity sector-specific micro-targeting.

In terms of media, LinkedIn was chosen as the main media outlet to easily reach these diverse audiences. The campaign is also distributed on Facebook, Instagram, on display, and in the press.

A local marketing campaign was also rolled out to encourage residents of the Greater Paris area to travel ‘at home’ and discover unexpected itineraries and unusual activities (canoeing, stand up paddle on the Seine, etc.).

More information, visit Paris Convention and Visitors Bureau here.