Towards the end of last year TBA helped one of our newest clients to promote Stockholm as a destination at the international retail event, MAPIC, held at the Palais des Festivals in Cannes, France. MAPIC gathers over 8,000 participants across the globe, inclusive of 2,000 retailers for a three day exhibition. The exhibition comprises of conferences and networking events with the aim of targeting all types of retail property.
Our brief was to bring Stockholm to life in Cannes, highlighting Stockholm as a destination for business. The aim was to ensure this was front of mind for all attendees. We achieved this by sending six brand ambassadors; three men and three women, styled in a Swedish fashionable uniform, out on a mapped route of Cannes targeting popular restaurants, bars, entrances and meeting points around the main event. The brand ambassadors rode a typical Swedish bicycle with a basket full of creatively designed Stockholm informative newspapers. Over the course of the event the brand ambassadors distributed almost 4000 newspapers meaning that our client was successful in reaching their target of over half of the attendees with their key message, 'Stockholm as you've never experienced before'.