Cannes, the promise of a mild, luminous winter, against the current

Here, every winter’s day is a promise of sun, warmth and escape. At this time of year, Cannes stands out for its brilliant light and mild Mediterranean climate, offering an ideal escape from the winter cold and lack of light that affect other regions. On the shores of the Mediterranean, this emblematic town on the Côte d’Azur embodies the dream of a never-ending summer, inviting visitors to enjoy an exceptional setting and an incomparable lifestyle. The ‘Rendez-vous à Cannes’ campaign highlighted this unique atmosphere, making the town a prime winter destination for travellers in search of well-being and inspiration.

In terms of style, the ‘Rendez-vous à Cannes’ campaign goes against the grain with a quirky, dynamic tone that plays on the contrasts between the traditional winter and the Cannes experience. With punchy, smile-inducing catchphrases, it breaks the mould by promoting a sunny, elegant way of life, far removed from the cold and gloom. The campaign showcases a vibrant, lively destination with unique experiences: open-air shopping, sunny terraces, cultural events and refined gastronomy. More than just a mild climate, Cannes embodies an alternative where every situation becomes an invitation to savour winter in a different way. Taglines beginning with ‘On’ create an inclusive and engaging tone, directly involving the reader by associating them with the Cannes experience. This stylistic choice creates an effect of proximity and connivance, as if the destination were speaking directly to its audience.

A high-impact poster campaign

The campaign was given a high profile thanks to a strategic poster campaign in several major European cities:

  • Paris: on the metro for 3 weeks in January
  • London: at Eurostar’s St Pancras international station, for over a month
  • Milan: in urban and commercial areas of the city centre.
  • Nice Côte d’Azur Airport

A 360° campaign

This extensive poster campaign was backed up by other initiatives that helped to raise the profile of the destination:

  • Press relations: an international press trip organised for the reopening of La Malmaison with 25 journalists invited, as well as press workshops in Milan, Copenhagen, Paris and London.
  • Conversion campaigns with Expedia, and in partnership with the Cannes hoteliers’ union from November 2024 to the end of February 2025 on the UK, Norway and Sweden markets with 30 participating hotels. In parallel, campaigns with Côte d’Azur France Tourisme via Expedia for the Italian market and SNCF Connect for the domestic market.
  • Activations on social networks: launch of a competition with Cannes partners and an advertising campaign on various social platforms.
    Targeted media plan: distribution in the premium women’s press.
News

Cannes, the territory
positive impact.

la Malmaison

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Charte Bienvenue à Cannes

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Cannes voted "World's Leading Festival and Event Destination"

Cannes voted “World’s Leading Festival and Event Destination”

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Cannes becomes the first and only Mediterranean French city to obtain this label

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A new facility to strengthen the economic and cultural attractiveness of Cannes

Cannes designated “UNESCO Creative City”!

International recognition of its cultural policy.
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Cannes student city with the new university campus

Inauguration of the Georges Méliès University Campus in Cannes La Bocca
nageur écomusée Cannes actualités

The first ecomuseum of France and the Mediterranean is in Cannes

Six statues by sculptor Jason deCaires Taylor immersed in Cannes waters.

Jean Le Cam joins the Cannes Walk of Fame

The famous sailor immortalizes his handprints at Port Pierre Canto in Cannes.

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