Principality of Monaco and CNN Launch International Marketing Campaign

NEW YORK, Oct. 22, 2012 /PRNewswire/ -- In partnership with CNN International, the Government of Monaco today launched a marketing campaign entitled, "Monaco, Playing a Special Role in the World" highlighting how the Principality inspires inventiveness and shares its expertise throughout the world.

This campaign is the latest undertaking in the Principality's communication strategy, implemented in 2010, to update its image and enhance its attractiveness with opinion makers and business leaders. It will run for six weeks on CNN International and for 12 weeks on CNN.com and features four short documentaries each presenting a remarkable initiative that originated in Monaco:

• from Sao Paulo comes the surprising story of a Prima ballerina, Bernice Coppieters, mentoring a hopeful young dancer under the expert gaze of choreographer, Jean-Christophe Maillot;
• a report from Haiti details the protection of civilians and safeguarding of peacekeepers and supplies in a vulnerable nation by a Monegasque company;
• in the United States, Monaco-based Venturi has developed an engine that could revolutionize the use of electricity in transport and is preparing to test its engine – and beat the world speed record -- on Utah's salt flats;
• and from Mali, a 12-year-old girl suffering from a rare heart disease requiring open heart surgery, journeys to the world-renowned Cardio-Thoracic Center of Monaco for life-saving treatment.

Additional coverage on CNN's "Outlook" series spotlights the Principality and provides a deeper understanding of business, cultural, industry and consumer trends fuelling its economy.

According to His Excellency Michel Roger, Monaco's Minister of State, it is not a commercial advertisement for a brand or destination, but a government communication campaign, targeting businessmen, decision-makers, opinion leaders, and political figures.

"It is about overcoming an unfavorable image of Monaco using evidence and facts. It's a tasteful campaign that appeals to the intellect, and presents an unexpected side yet very real side of the Principality," he said.

View documentaries:
http://en.gouv.mc/Policy-Practice/Monaco-Worldwide/Monaco-playing-a-special-role-in-the-world or http://business.blogs.cnn.com/2012/10/16/coming-up-on-cnn-international-outlook-monaco/

About the Consulate General & Monaco Government Tourist Office
The only accredited Consulate General of Monaco in North America (www.Monaco-Consulate.com) provides consular services, cultural and general information. The Consulate organizes exclusive promotional and philanthropic events and activities to benefit charitable endeavors, some held under the patronage of the Princely Family, including the Prince Albert II of Monaco Foundation-USA. The Monaco Government Tourist Office (www.VisitMonaco.com/us) offers personalized tourism information for individuals, group and business travel.

SOURCE Consulate General of Monaco