Galeries Lafayette’s tourism campaign

news July 2021 WWD

What: The department store is launching “Paris Mon Amour” campaign with Paris Mayor Anne Hidalgo.

Why is it important: Deprived from Asian tourists, Galeries Lafayette and local authorities are betting on Paris appeal to attract local and European tourism this summer.

The campaign kick-off brought together politicians, tourist board authorities, fashion industry figures, Paris Mayor Anne Hidalgo, Mickey and Minnie Mouse and a troupe of dancers from the Moulin Rouge.

“We’re feeling some enthusiasm from local clients and we’re doing everything we can to draw them in,” said Galeries Lafayette chief executive officer Nicolas Houzé. He said the department store is projecting the return of tourists in 2022.

The campaign features partnerships with Disneyland Paris park as well as with Moulin Rouge, coming along with a set of instore activities:  among other participating brands, the ready-to-wear brand AMI has set a huge heart-shaped logo under the coupole dome completed by two pop-ups and several showcases throughout the store. Gastronomy will also be celebrated: Pierre Hermé,Jean-Paul Hévin, Pierre Marcolini or Dalloyau will offer exclusive creations.  

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