In the wake of the 2015 Paris attacks, people were understandably cautious to visit the French capital. But Paris is an extraordinary city; one that will always champion love and beauty over fear.

 

We came up with a simple idea: commissioning selected European instagrammers to create a unique set of images that showed Paris as never before. A city that had been changed by recent history, but remained as unique and captivating as ever. We wanted images that would remind people why they fell in love with Paris in the first place.

 

We asked our Instagram influencers to capture stylish cinemagraphs of the city. These striking digital images, part moving; part static, had just been enabled on Facebook, and we believed that using them would evoke in our audience a feeling of being both within the picture, and remaining distant. The same feeling you get when visiting a place at once familiar and strange - like Paris in early 2016.

BRIEF:

 

Increase traffic and revenue generated by Marriott's Paris destination pages, form UK, Spain, Germany and France.

 

 

EXECUTION:

 

Revealing the beauty and grace of Paris through a completely new lens caused people to reconsider how unique it is. Our amazing collection of digital inspired them to visit the city for real.

 

Over 100 cinemagraphs were released onto social across Europe, using the hashtag #ParisInMotion. The campaign received over 1.5m twitter impressions, reached 2.6m Facebook and 0.6m Instagram accounts. It was shortlisted for Best Use of Social Media in a Search Campaign at the UK Search Awards, and  - crucially - increased revenue for Marriott's Paris hotels by an average of 19%.