The brief

Support Courvoisier‘s brand transformation and new global campaign The Toast of Paris by communicating the brand’s modern luxury credentials, while staying true to the brand’s historical roots in Paris. This was about achieving top tier lifestyle editorial, delivering key messages on the brands connections to Paris and luxury.

The solution

Develop a multifaceted programme delivering Belle Époque experiences, with a contemporary twist. We wanted media and stakeholders to feel and learn what ‘modern luxury’ is and understand how the Courvoisier story is linked.

We masterminded a curated luxury driving tour of Paris. Stop-offs – intrinsically linked to Courvoisier’s heritage – architecture, gastronomy, nightlife, fashion and literature were all explored. Rebecca Asseline, Global Brand Ambassador welcomed guests at the final stop, famous Parisian haunt, Fouquet’s, where guests were served Courvoisier champagne cocktails and canapés.

At sunset an exquisite launch soiree at the Eiffel Tower (where Courvoisier was toasted at the iconic structure’s opening in 1889) transported guests back to the era with Can-Can dancers, illusionists, musicians (and of course Cognac cocktails). The following morning a media Round Table co-hosted by trend experts, LS:N Global debated: ‘What is modern luxury?’

The results

30+ pieces of top tier editorial, including Vanity Fair and Conde Nast Traveller. Coverage achieved across five key markets including UK, France, Germany, The Netherlands and USA.

120 x guests (stakeholders and media) taken on Paris Golden Age Tours across three days.

The true measure of success is that the Tour is now being developed as a must-do for travellers to Paris in 2016, supported with an above and below-the-line promotional spend.