/ case study

keeping travel on our minds with Monaco Tourism Board

ClientVisit Monaco
ExpertiseInfluencer Engagement
Client Visit Monaco OfficeAction Russia Expertise Influencer Engagement Industry Tourism Related Links www.visitmonaco.com/

the challenge

Travelling to Monaco was not an option for many over the past year, but instead of taking a back seat approach, Monaco wanted to stay active, and in doing so, stay proactive. Monaco was keen to stay top of mind and to become a number one destination for the Russian traveller once the borders re-opened. Action Russia was tasked with developing an initiative that would remind key travel trade representatives, journalists and influencers of what Monaco has to offer as a travel destination, and link this with Monaco’s National Day.

our approach

Travel was not the only thing interrupted, with the onset of the pandemic. Personal and physical meet ups also proved to be a challenge, meaning it was hard to add a personal touch to comms tactics. Action Russia ensured that a degree of personalization was brought back by organizing a creative gifts mailer devoted to Monaco’s National Day. The set included the following items:

  • Deluxe set of branded éclairs.
  • Exclusive champagne.
  • Monaco National day postcard (delivered from the Principality with a real stamp and postmark).

The list of partners consisted of passport partners, key market players, loyal media and the following travel/lifestyle influencers:

The gift drop was beautifully packaged in a specially designed wooden box that could be re-used afterwards, highlighting Monaco’s commitment to sustainability. The gift drop resulted in positive feedback and high engagement levels from travel trade and media contacts, with a series of social media posts reminding the world how wonderful Monaco is as a travel destination.


  • 25 media, influencers & partners engaged
  • 45 mentions in social media
  • Over 3 mln total reach

let’s work together