How to stand out from the crowd in Cannes by using marketing strategies from the world’s biggest brand names
One of the biggest entertainment events on the planet, big-name brands come to the Cannes Film Festival for one reason and one reason only. Hosted by the Riviera’s most glamorous beach resort, the two week festival offers brands an exclusive opportunity to enhance their visibility and build or expand their brand image.
A platform to showcase products and services to an international audience, organising a marketing event in Cannes allows brands to leverage the festival's prestige and global reach. Through these marketing events, brands can create memorable experiences, strengthen their identity, and form lasting connections with key players from the entertainment, music and fashion industries.
Here are 4 of the most successful marketing ideas we’ve seen at Cannes over the years:
1. Beach Clubs
An immersive experience, taking over a beach for the duration of the festival is one of the most successful marketing strategies used by brands during the Cannes Film Festival, allowing them to showcase their products and reinforce their association with the timeless elegance and sophistication of the French Riviera’s chicest beach resort.
For over 10 years, Magnum has taken up residence on the Croisette, creating a luxurious beach lounge where attendees can indulge in customised Magnum ice creams, enjoy live music and enjoy a glamorous beach experience. Not to be outdone, Nespresso also hosts the famous Nespresso La Plage, a beach lounge where festival-goers can relax and enjoy specialty coffee before taking a masterclass with their personal barista at the Nespresso Boutique in the city centre.
2. Gala Evenings
The ultimate in old-school glamour, hosting a gala evening during the Film Festival enables brands to raise awareness and funds whilst also providing unparalleled networking, collaboration, and business opportunities. By incorporating features such as fashion shows and live music performances, hosting a gala evening during Festival Fortnight can help you make a lasting impression on your guests all while building brand affinity.
One of Festival Fortnight’s most exclusive events, the amfAR Gala is a dazzling affair held at the Hôtel du Cap-Eden-Roc in Cap d’Antibes each year to raise money for AIDS research. Hosted by some of the biggest names in the film, music and fashion industries, the evening usually features a runway show plus live performances from top international artists, all while raising money in support of AIDS research.
3. Dinner Parties
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A great opportunity for networking and socialising, hosting a dinner party during the Cannes Film Festival allows your guests to strengthen existing relationships and discuss potential collaborations and business opportunities in a more intimate setting. The perfect way to promote your brand, hosting a dinner party during Festival Fortnight will enable you to engage with a diverse and influential audience while creating a memorable experience for your guests.
One of the best-loved Festival events, each year luxury jewellery brand Chopard throws an unforgettable dinner party during the Cannes Film Festival. Attracting high-profile guests from all over the world, the Chopard Party celebrates the long-standing partnership between the jeweller and the Film festival and reinforces Chopard's status as an iconic luxury brand. Held in some of the most exciting venues in and around the city, the Chopard Party has become one of the Festival’s most anticipated events, adding to the brand’s international prestige and allure.
4. Pop-up Events
One of the easiest ways to get exposure to a global audience during the Festival is to organise a pop-up event, and Cannes offers a range of unique opportunities for brands looking to take advantage of the festival experience. The ideal venue to showcase your products and services, the Film Festival also guarantees significant exposure and engagement with your audience allowing you to build brand loyalty and create a lasting impression on both new and existing customers.
A Cannes Film Festival partner for over 25 years, cosmetics giant L’Oreal knows all about the advantages of staging a pop-up event during festival fortnight. From taking over a private beach to show classic films each evening to hosting a pop-up beauty bar creating exclusive hair and makeup looks, L’Oreal’s Cannes pop-up campaigns allow them to promote their new lines whilst aligning themselves with all the glitz and glamour traditionally with the film industry.
To organise your own event during this year’s Cannes Film Festival fortnight, simply click here to check out our range of spaces available across the city and then reserve your favourite in 3 easy steps.