Le Royal Monceau Raffles
After a knock to Parisian tourism in 2015/16, Raffles asked Studio Black Tomato to create a compelling campaign to re-connect clients with the French capital and drive bookings to Le Royal Monceau.
To remind travellers of Paris’ unique and alluring characteristics, we focused on a cultural pillar with links to the hotel’s own identity – fashion. Studio Black Tomato designed the campaign to run in the weeks ahead of Paris Fashion Week, curating a list of fashion influencers to show us ‘their’ Paris. With our video team in tow, the result was a series of beautifully shot vignettes accompanied by personal voice overs to drive home an emotional connection to the city and an urgency to book a stay.
A British-born jewellery designer and maker, Jessie Harris’ ‘retro futuristic’ designs have gained her an ardent following. She cites travel as an intrinsic part of her inspiration, so we wanted to get her inside scoop on how this fashion capital filters into her work.
The ultimate aesthete, Fashion Editor and blogger Luke Ross always travels with his camera in pursuit of the perfect image. It is this sartorial filter that led us to him as an ambassador for Parisian fashion and beauty.
As an independent PR consultant Rena’s awareness of the flux of future trends only heightens her appreciation of the steadfast Parisian romance. She is lucky to visit the city regularly for Fashion Week, so was perfectly placed to show us her regular spots.
Susannah Garrod’s beautiful hand-drawn fashion illustrations take inspiration from great French artists, with Parisian references often featuring in her work. Instagram has been a transformative platform for her to build her now extensive, international client-base.
To support the launch of the videos, we produced a bespoke map of Paris according to our four fashion influencers. Highlighting unique places to visit, the ‘My Paris’ map was used as an offline marketing tool within the hotel during Paris Fashion Week. In addition to this we created an afternoon tea menu for Le Royal Monceau to use at Bar Chocolat during PFW.