Mairie de Paris, La Boutique de Paris

Expertise(s) : PR & Public affairs
Client : Marie de Paris, la Boutique de Paris
Period : 2013
Sector(s) : Collectivity

Objectives :
Launch the very first online shop of the Paris City Hall, on December 5, 2013 ;
Contribute to the Parisian know-how and culture;
Highlight the Paris of creation, knowledge, art and architecture;
Promote the innovative approach of the Paris City Hall.

Strategy :
Manage the communication of the city’s brand department by organizing, in parallel with press launch, meetings with media and the head of marketing and communication , Gildas Robert,
To present, through the promotion of 250 products distributed on the site, the collective memory and the Parisian heritage.

Device :
Identification of the axes of communication that can be used as a lever according to the different types of press: national, international, Parisian, economic, specialized, communication, women’s, inflights, radio / TV, local authorities, etc. ;
Create a buzz phenomenon on December 5th in the media, at the opening of the boutique;
Press kit sent to a selection of French and English journalists.

Results :
More than 100 press releases in all medias: 78 French publications, 10 foreign publications, 8 radio stations and 5 TV reports;
The launch,  before Christmas, was very timely:  Sales of the new online shop started off with a bang… They will continue to grow with the new products that will gradually find their place on the site.