A winning strategy for Monaco in India

Agency
TRAC
Client
Monaco Government Tourist & Convention Authority
Period
2010 - present

Challenge

As a luxurious, high-end destination, Monaco was perceived by many as an unaffordable destination.  Destination knowledge was low and there was a a lack of awareness of what to do in Monaco. These factors led to low demand from the Indian market. We were to tasked to change the perception of Monaco, and define segments that could bring results from the Indian market.

Solution

Implementation of a customer centric strategy; directly contacting HNI’s and engaging with celebrity influencers and other prominent personalities who could spread the word and help achieve the goal. Connecting with the right travel partners, event planners, corporate and media to change the perception of Monaco into an experiential destination and raise awareness of its unique offerings. Identification of the potential of FIT leisure, MICE and the wedding market.

Results

Significant increase in MICE groups from India.
Growth in overnights in the first two quarters of 2018. 248% growth in overnights since 2010.
Many “big fat Indian weddings” hosted in Monaco since 2011.

Case Studies

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