Brand Revenue in the City of Lights
Despite being one of the world’s most recognized destinations and brands, the City of Paris has been experiencing an 8-year downward trend against competitive markets. Sowen worked with the city’s tourism office to implement a new partnership strategy and rethink the way in which Paris connects to current and future tourists. This resulted in:
TOURISM MARKETING RETURN ON INVESTMENT
2x increase
INTERNATIONAL LEISURE TOURISM VOLUME
34% increase
AVERAGE LEISURE TOURISM SPEND PER PERSON
18% increase
SPONSORSHIP REVENUE FROM ENTERPRISE PARTNERS
26% increase
COMPETITIVE MARKET SHARE
13% increase
The City of Lights is one of the world’s most iconic and ubiquitous brands. Yet, the city was looking to turn around an 8-year-long downward trend in tourism and a significant market share loss to European and worldwide competitors. Uncovering behavioral trends and habits of the modern leisure and business tourist was a key priority. Realigning the goals, activities, and investment of the city’s Tourism Office was imperative.
Sowen worked with the Office de Tourisme Paris (OTCP) to combine multiple private and public data sources to model optimal target audiences, channels, messaging, and timing. Integrating insights into a cohesive strategy that leveraged high-impact activities helped us focus on fewer, highly targeted activities and audiences, dramatically increasing Return on Investment (ROI).
Implementing a new measurement and attribution approach and integrating real-time performance reporting helped the city quickly identify what worked faster and optimize high-performing activities. This increased both the depth and breadth of audience reach and helped the city negotiate new and better sponsorship deals with enterprise partners for the city’s events, activities, and unique offerings.