Reinforce the "brand content" with the PRICELESS PARIS program.
CLAI has designed and implemented a program of influence built on a set of contents and highlights aimed at staging the notion of “invaluable” in the Parisian way of life.
This influence program mixes a set of online and offline resources including events, street marketing and an ambitious digital campaign with the publication of an annual study – for media purposes.
Beyond the continuous animation of the “priceless community”, CLAI has contacted a network of more than 380 influencers for this project.
Since the launch of Priceless Paris in November 2013, the subject has generated no less than 260 dedicated articles in the media. The deployment of a strategy of ambassadors or vocal friends mobilizing bloggers, opinion leaders, trendsetters and journalists generated more than 18,000 tweets mentioning the hashtag #PricelessParis.
The dream city of Parisians
Paris, Rome and New York are the closest to Parisians’ idea of the ideal city. The questioning of a representative sample of Parisians puts Paris in first position of the cities that correspond to the idea that Parisians make of the “ideal city”: 27% of them are in favor of Paris, 22% in favor of Rome and 16% in favor of New York. Paris reconciles two criteria considered as determining for Parisians: the quality of the gastronomic offer and the diversity of the cultural offer. And yet, 36% of Parisians would be willing to leave Paris to settle temporarily in New York. On the occasion of the first anniversary of its program “Priceless Paris”, and after a first sociological study conducted in autumn 2012 around priceless moments in Paris, MasterCard France commissioned CLAI to meet Parisians and explore with them, places and reasons for their attachment to Paris.