Monaco Government Tourist & Convention Authority

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DCI connected Monaco’s tourism offerings to target audiences through luxury travel marketing.

Monaco is a tiny country on the Côte d’Azur (French Riviera) with a big offer, including the Monte Carlo casino and Monaco Grand Prix. DCI helped bring this message to the right audiences. Through a multipronged approach, marketing efforts increased North American visitation to the European principality.

The Challenge

While Americans knew the Principality of Monaco through Princess Grace and her marriage to Prince Rainier III, it was difficult to consider a trip to this Mediterranean nation lacking an airport. The Monegasque destination needed to increase its brand awareness as a luxury getaway, connecting with target audiences who would engage with Monaco’s Michelin restaurants, Formula One racing, oceanographic museum, and yachts. The strong brand needed a stronger marketing plan to put it front and center as tourism built back for both leisure and business travelers.

The Solution

DCI knows the importance of airlines in the tourism industry and tapped into United's new route from Newark, New Jersey, to Nice, France – Monaco’s closest airport. DCI helped Visit Monaco attract more bookings through a creative multi pronged approach. Earned media, TV advertising and digital platforms were all part of the effort, including direct marketing to United's premium customers who book trips to Europe around the Mediterranean Sea.

The Results

  • 9,563,030

    travelers reached through airport marketing gate placements in 90 U.S. airports.

  • 3,780,502

    emails sent to MileagePlus members with a 6.5% unique open rate to reach audiences directly.

  • 12 Million Readers

    reached in three-page feature in Hemisphere Magazine.

  • 4.5 Million Social Hits

    and 6,500+ click-throughs earned through targeted social media.

  • US Travelers Lead Market

    for Monaco’s hotels in summer 2022.

We've had more results with DCI in 6 months than we've had over the previous 5 years. The strong numbers from the US in the summer months are testimonial to your team's hard work.

Guy Antognelli, Director Director Tourism for Monaco

Get in Touch

Interested in how DCI collaborates with our clients to increase visitors and business inquiries?
Contact DCI