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. 


Nov 29, 2018
Agency :
Client :
Centre Pompidou
Pascal Nessim
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 :
Producer :
Suzanne Pereira Dias
Model Maker :
Mathieu Andrieu
Retoucher :
David Verduci
Media :
Blue 449

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