| How Grace Kelly And Brigitte Bardot Put The Riviera On The Map Through Publicity And Branding |
| Written by Brian James | |
|
Consulting to a client in Europe I dropped into the South of France, as you do, to see how they brand the region. Believe me it’s all branding, image and publicity. If you love beautifully preserved atmospheric towns and breathtaking scenery, but crowded roads, pebbled beaches, tepid murky beach water and expensive overrated food –most of the time, go and visit the Riviera, like the rest of Europe on summer holidays. This region gets so much publicity – by stealth. You know it from movies and TV and the gossip and glossy magazines, film festivals and sporting events. There’s an air of expectation amongst the very beautiful sights and people that you will rub shoulders with Brad and Angelie, Sting or Prince Rainier or even Kylie Minogue. Some famous rich must be there, but they are usually hiding from the multitudes, on their expensive yachts out to sea.  Grace Kelly Put Monaco On The Map. Prince Rainier, an obscure monarch of the postage stamp principality of Monaco, had the luck to fall in love and marry one of Hollywood’s favourite stars Grace Kelly. The Prince had found his Princess and Monaco it’s publicity machine. Even on my visit days ago, Princess Grace’s image was splashed throughout Monte Carlo as part of an exhibition. Years after her death, she is still very much a part of the mystique. Brigit Bardot was the first ‘star’ to make Saint Tropez her home; she literally put the beachside hamlet (now uber destination) on the map. French acting icon Yves Montand used his film star status to promote the charming fortress town of Saint Paul de Vence. Back to Princess Grace; there I was in Monte Carlo standing next to her (a giant photograph marking the anniversary of her death); she’s still very much alive in the hearts and minds of the people of Monaco and the rest of the world - it's business - show business. Clever use of Grace’s image and branding publicity translates to millions of tourists a year to Monaco. In publicity terms, Monaco fights above its weight (but maybe not above its wealth!) Why wouldn’t you use Grace Kelly’s image and the Hollywood/ Monaco Royalty mystique to draw attention to this tiny tourist hamlet for billionaires and billionaire watchers? Hook Fame The lesson here is to find a ‘hook’ for your event or city or town. Create a point of difference, build some mystique and value around it, get someone famous to be associated with what you want to publicise. Make it appealing to them - whether it's an area, event, project or worthy cause. Think it can't be done? Think again. A friend is writing a vegeatrian cookbook. It has a peace theme. He wrote to the world's most famous people, including, Bono, Nelson Mandela, Desmond Tutu, Yoko Ono, President Clinton, and many others. He convinced them all to write a short artcle on peace amongst his vegetarian recipes. Do you think his book might get some publcity with those names attached? |
Media Presentation
Media PresentationWhen you have attracted the media's attention with your story, via a media release, letter, email or phone call, you have a chance to shine and be memorable. Here's how you do it. Read more...
Free Publicity Report!
This has to be the definitive report that explains the A to Z of how to draw a flood of publicity to yourself, your product, and your service. Can't wait? Read more...Public Speaking
Public SpeakingIt’s not about YOU.
When it comes to public speaking, most people think about themselves first; - their nerves, lack of confidence and the undermining 'mind games' – everything except what they should be focusing on. Read more...