Our Action Russia team’s long-time client, the Monaco Government Tourist Bureau is launching a new marketing campaign in Russia aimed at a new segment of tourists – Lifestyles of Heath and Sustainability – who prefer greener travel options. This formed the basis for the campaign, “Green is the New Glam”, capitalising on the concept of healthy and green lifestyle as the new image of luxury tourism. Then tying this into the fact that every hotel in Monaco employ sustainable measures ranging from government-funded programmes for energy efficiency like ‘Smart+’ to many restaurants basing their menu around only seasonal, locally sourced foods.