Licensing

The Approach

The Cannes brand aims to strengthen its attractiveness and visibility in France and internationally by marketing derivative products and collaborating with brands and talents that embody the values and positioning defined in 2021.

The brand extension strategy must also generate revenue and create new economic opportunities for local stakeholders, fostering the emergence of a virtuous economy for the city of Cannes.

Finally, this initiative aims to establish a framework for the use of the Cannes brand and thus combat counterfeiting and misuse that could harm the city’s image.

OBJECTIVE OF
THE LICENSING
AND CO-BRANDING
PROGRAM

The Cannes brand seeks to partner with brands that have a connection with the destination (shared history, boutique on the Croisette or in Cannes, participation in the city’s major events) and that embody creativity through the talents around them (in-house artistic direction or ambassador artist).

Program partners enjoy international reach and share a common universe with Cannes: arts, cinema, refined sports, fine gastronomy, and the “Azur spirit.”

Strategic Guidelines

POSITIONING

Cannes, the most famous French city in the world after Paris, inspires talents from around the globe and showcases a unique French and Riviera lifestyle.

The Cannes brand enjoys a high-end positioning, built on values linked to creativity, elegance, and prestige.

TARGET AUDIENCE

With its international reputation, the Cannes brand addresses lovers of the Côte d’Azur worldwide and enthusiasts of artistic creation.

BRAND PROMISE

To offer the aspirational universe of Cannes to creative talents worldwide, through a selective, qualitative, and contemporary approach. The brand has legitimacy in strong themes such as cinema, fashion, beauty, sports, and gastronomy.