Green Team Rolls Out Monaco’s Red Carpet

NEW YORK Monaco, that freewheeling fantasy destination of high-stakes baccarat players and silver screen movie stars, seeks to recapture its glamorous history with a series of print ads aimed at people and businesses that want to travel like royalty.

In the ads, art deco illustrations of sophisticated beauties are paired with copy that reminds readers that “the Monte-Carlo sun has kissed some of history’s most glamorous personalities,” including “kings of commerce” and “renowned artists.” Consumer ads drive traffic to monacoauction.com, where travelers can bid on a changing selection of Monaco vacation options, including membership to club Diamant Rouge (which offers free helicopter transport), Grand Prix racing tickets and a seven-day stay aboard a luxury yacht.

One ad, aimed at conventioneers, touts the principality as “a brilliant business decision,” and tells conference planners that the Fairmont Monte Carlo has over 30,000 square feet of meeting space and “basks in the limelight of the most tantalizing of destinations.” That ad drives traffic to visitmonaco.com’s Fairmont subsite.

Green Team Advertising in New York created the campaign for the Monaco Government Tourism Office. The work broke this month in March issues of Food & Wine, The New Yorker, Town & Country and Conde Nast Traveler, among other magazines. B-to-b ads will break in business publications like Forbes and trade periodicals such as Successful Meetings and Beyond Borders.

Campaign spending was undisclosed.