France's Centre Pompidou puts itself on the tourist map with sneaky souvenirs

Contemporary art museum wants to rival the Eiffel Tower and Arc de Triomphe

Published On
Nov 29, 2018

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Once hailed as a gem of modern architecture, the Paris contemporary art museum the Centre Pompidou (Pompidou Center) feels it's somewhat neglected as a tourist attraction these days. While Parisians visit, in comparison to popular sights like big four of the Eiffel Tower, Arc de Triomphe, Notre Dame and the Sacre-Coeur, it isn't a landmark on the tourist trail. 

The Center engaged Publicis agency Marcel to put itself back on the map with a campaign that aims squarely at the market for souvenir statuettes -- the thing that all the major tourist attractions have in common. It created its own mini statuettes of the 1970s-built center and flooded the souvenir stalls of Paris with the items. They are also printed with a QR code that directs tourists to the Center from anywhere in Paris. 

Credits

Date
Nov 29, 2018
Agency:
Marcel
Client:
Centre Pompidou
CEO:
Pascal Nessim
CEO:
Charles Georges-Picot
Chief Creative Officer:
Anne de Maupeou
Creative Director:
Youri Guerassimov
Creative Director:
Gaetan Du Peloux
Copywriter:
Antonin Jacquot
Art Director:
Clement Sechet
Partner:
Blandine Mercier
Project Manager:
Jeanne Philippe
CSO & Managing Partner:
Nicolas Levy
Print Production Company:
Prodigious
Producer:
Suzanne Pereira Dias
Model Maker:
Mathieu Andrieu
Retoucher:
David Verduci
Media:
Blue 449

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