Unibail-Rodamco - MAPIC activation
Strategic three-phase MAPIC media programme that helped Unibail-Rodamco stand out from the crowd in Cannes.
- Location
- Cannes, France
- Region
- Europe
- Sector
- events forums
- Services
- Events & Exhibitions · PR & Thought Leadership · Leasing & Launch Marketing · Strategic Communications
Innesco supported Unibail-Rodamco at MAPIC in Cannes. With thousands of retailers, investors and developers competing for attention, even Europe's largest retail real estate platform needed to cut through the noise. Successful publicity around conferences such as MAPIC is essential to maximise investment and leasing opportunities - and that demands a co-ordinated, multi-phase media programme rather than activity confined to the show floor.
MAPIC is where deals are scoped, occupiers shortlisted and major centre announcements first land with international media. For an owner-operator of Unibail-Rodamco's scale, getting full value out of the week meant generating awareness before delegates arrived, dominating the on-site news agenda, and ensuring news kept landing in print and online after the lights went down.
- Pre-MAPIC: built awareness for new centres and major announcements so that attendees actively scheduled visits to the Unibail-Rodamco stand
- At MAPIC: coordinated press conferences, media interviews and on-site publicity to help the team stand out from the crowd in Cannes
- Post-MAPIC: followed up with print and online media so that Unibail-Rodamco was featured in post-show issues highlighting the key news from the week
- Aligned Innesco's wider MAPIC and MIPIM media support model with Unibail-Rodamco's commercial priorities across investment, leasing and centre-level positioning
- Provided senior counsel on messaging, spokesperson preparation and on-stand media handling across the duration of the show
The results.
- Unibail-Rodamco clearly differentiated from the crowd of exhibitors at MAPIC
- Pre-show coverage drove qualified delegate footfall and meeting requests at the Unibail-Rodamco stand
- Coordinated on-site press conferences and interviews maximised exposure during the show itself
- Sustained post-show coverage in trade print and online titles - keeping Unibail-Rodamco's announcements alive in the post-MAPIC news cycle
- Reinforced Innesco's three-phase MAPIC and MIPIM media model as a proven way to maximise investment and leasing opportunities at major industry events
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