What you didn’t know about Monaco

My destination coverage of Monaco turned out to be very popular among my friends and colleagues and generated great buzz and curiosity. For many Monaco is associated with glamour and luxury and seems to be out of reach. When I was there this summer I had the chance to see and experience different side of Monaco – for event planners and business travellers.

We all know the destination for glamorous events and celebrities but less know, or at least aware of Monaco as a business destination. In my first post I highlighted why I think the destination is attractive for MICE: it is affordable, the local service providers have very strong collaboration between each other, you always have an amazing sea view, modern and high-tech facilities, events are easy to manage logistically (most of the venues are in walking distance) and last but not least – you can have a helicopter airport transfer (which is also affordable).

After the financial crisis, Monaco faced challenging time because the customers couldn’t afford to come anymore. The destination has quickly reacted to the misconception and Monaco Government Tourist & Convention Authority has been working on overcoming these stereotypes.

It has launched a new marketing campaign aimed at overcoming negative stereotypes by twisting clichés around to reposition their brand and with this campaign they have also won the ICCA Best Marketing Award this month. The main sectors of MICE business in Monaco include finance, healthcare, new technologies and environment and the campaign twisted these clichés around with phrases such as “In Monaco, technology doesn’t only drive formula one cars”, “In Monaco, surgeons don’t operate on blackjack tables”, “Celebrities are not the only ones to make it an event”, “In Monaco, when it comes to banking, there is no bet on red or black” and “In Monaco, green isn’t only at play at the golf club”.

Last week I had the pleasure to meet the London based Monaco Convention Bureau team Stephan Roberge, Managing Director, Najlaa El Alami, Senior Sales Manager and Ania Fadli, Sales Manager. The event took place at the Embassy of Monaco and was a Champaign and chocolate tasting evening. It included five sorts of Champaign and over five different types of chocolate by Alain Ducasse. Chocolate and Champing is all you need on a rainy day in London (Also – Champaign and chocolate tasting is a fantastic teambuilding activity!).

© The MICE Blog

© The MICE Blog

To conclude, what I like in Monaco is that it has everything for everyone. If you want a luxurious experience, your choices are unlimited, but it has also a broad, high quality offer for people like me and you, who can enjoy an after-work drink with a sea front, in one of the casual bars like Brasserie de Monaco, Stars ‘N’ Bars or have a lunch at La Condamine Market, which is also very popular among locals, after a long day of conference at the Grimaldi Forum.

Celebrities are not the only ones to make it an event in Monaco and when you are there you will be also treated as a VIP.

If you have missed any of my posts about Monaco, you can find them all here.

Have you attended or organised an event in Monaco? I would love to hear your thoughts and experience.

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