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
Editor's Pick
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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