Tourist and Convention Authority launches second digital "Green is the new glam" campaign

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With support from the Côte d’Azur Regional Tourism Committee, the Tourist and Convention Authority recently launched the 2019 edition of its digital “Green is the new glam” campaign. In essence, the campaign slogan promotes an idea of “glammy-yet-eco-friendly” luxury.

A “digital afterwork” evening organised on the Rainier III sea wall led to the hashtag #mcgreenglam being shared more than 1,000 times in just a few hours, to a target international audience of 3.29 million people.

Following an initial campaign more focused on family, this time the Tourist and Convention Authority wanted to try a different tack, highlighting the Principality’s international character.

Using social media to show that sustainable development can be glamorous is now an essential strategy, given that the “Instagrammability” of a destination is the top consideration for 40% of millennials today.

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