Monaco Government Tourist Office
A Tribute to an Icon Generated Legendary Media Results.
2007 marked the 25th anniversary of the passing of the legendary Grace Kelly, Princess of Monaco and famed cinematic celebrity. The sophisticated and iconic Grace Kelly endeared Americans to the Principality of Monaco more than any tourist attraction could ever have done, and this quarter-century milestone was not only an opportunity to celebrate her life, but also to shine the spotlight on the charitable Princess Grace Foundation (PGF). The Monaco Government Tourist Office (MGTO), in conjunction with the Principality's royal family, wished to secure extensive national print and broadcast media coverage of this anniversary throughout the year to reinforce the chic and elegant Monegasque cultural offerings to today's social sophisticates.
Redpoint spearheaded a year-long media campaign to highlight "A Celebration of Grace," working with partner organizations like Estee Lauder, Sotheby's, and Van Cleef & Arpels to produce a high-profile series of events and stories for U.S. media and consumers. Of special attention were an exclusive Sotheby's exhibition of Princess Grace memorabilia and personal items – from jewels and gowns to diaries and photos – and the creation of six Princess Grace Inspired one-of-a-kind dresses by famed fashion designers Oscar de la Renta, Carolina Herrera, Ralph Lauren, Zac Posen, Ralph Pucci, and Vera Wang. The dresses were featured in Saks Fifth Avenue's famed window displays, leading up to a black-tie gala at Sotheby's, where they were auctioned off to benefit the Princess Grace Foundation.
High-profile features about Princess Grace, Monaco, and the essential cultural and iconic link between the two appeared all throughout the year in top-tier print and broadcast media. Broadcast coverage included multiple in-depth segments on the TODAY Show, and other national shows such as Good Morning America, Inside Edition, Access Hollywood, MSNBC, CNBC, Bloomberg, and more. National print coverage included features in People, Harpers Bazaar, Elite Traveler, USA Today, and multiple features in The New York Times. Regional TV and print coverage throughout the U.S. was extremely strong, with features from L.A. to Boston, and from Miami to Philadelphia.