Company events, team building measures and product presentations also take place regularly on the Cote d'Azur, for example. Luxury and glamor attract them Companys here: But in times of increasingly tight cash registers and crises, companies demand new concepts and interaction with their target group - what can it look like?

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Luxury in teambuilding?

Company events, team building measures and product presentations take place regularly on the Cote d'Azur, for example. Luxury and glamor attract companies here: But in times of increasingly tight budgets and crises, companies demand new concepts and interaction with their target group - what can that look like?

Companies looking for suitable locations for their events decide according to different criteria – I found that out more often in the course of my research: Some people are looking for something that is as close as possible to the company location or they organize the event in-house.

Looking for Hollywood Glamor?

Others are looking for glamorous or luxurious venues, ideally with that certain something. And for others, the place cannot be adventurous and hip enough. It always depends on which one Objective With its event, a company keeps track of what budget is available and what requirements exist within the company. However, it is ideal if the location combines several of the criteria mentioned.

So far, the Cote d'Azur has primarily been associated with luxury and Hollywood glamour: the film festivals in Cannes, Saint Tropez or Nice - that's what attracts the rich and beautiful to them Welt to or those who consider themselves to be. Monaco, for example, also attracts German car manufacturers for presentations with Formula 1 every year. The Principality is definitely designed for mass events, one of the largest events here is the Opel Event for 9.000 participants organized by the SBM Group.

Meetings with Brigitte Bardot

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The former fishing village of Saint Tropez, now the home of Brigitte Bardot and meeting place of the chic people, attracts companies for events here again and again. Right next to the Gendamerie, which became known to the French comedian Louis de Funès, the Hotel de Paris is the only 5 star hotel that has been open all year round and thus specifically targets corporate clients. Because, that's the catch, the place itself is strongly geared to the summer tourism and also the slightly established ambience does not really convince.

In the hills of Nice around the neighboring Villefranche-sur-Mer, the luxury villas of stars like Elton John or Madonna are lined up almost like a string of pearls. Nice itself inspires with a beautiful old town, a great beach promenade and the proximity to the Alps, which makes it possible to pack beach activities and skiing into one day. Nice therefore combines the southern French way of life in a special way, Art and luxury and offers companies exciting locations for events.

Hotly wanted younger employees

That is already close to the new one Conceptthat the region could represent in the future: Away from the glamor and luxury image towards Fun and activities. Because times are changing, also because companies are saving more and more and no longer want or can afford the expensive luxury locations; and especially the much sought-after younger ones Employees, the companies with their Recruiting- or Teambuilding-Those who want to bind events to themselves find pure luxury rather boring and are particularly enthusiastic about outdoor activities.

Therefore new concepts are needed. The pioneer here is the Var region around Saint Raphaël. "We specialize in a wide range of team building activities, from biking and hiking to climbing to sailing and yachting," explains Alexandra Sauvaigo from the Estérel Tourist Board - Côte d'Azur - and takes me on a climbing tour that I do Experience for yourself how important team cohesion becomes when it comes down to the fact that everyone pays attention to each other and you help each other step by step. Because everyone is hanging on the rock on the same rope and the challenge is to overcome your own fears and find a common pace without putting the individual under pressure or letting the group put you under pressure.

Away from classic one-way marketing

What makes the region so special is the unspoilt nature - for example in the Esterel Mountains made of red rocks. With the eBike, I can even get up and down the mountain in two hours, the view of the cliffs and the surrounding mountain region is fantastic. The trip with a Mehari along the steep coast is also great. The picturesque, wildly romantic coastal road between Cannes and Saint Raphael is a famous film set, for example scenes for the James Bond film Specter were last shot here.

Exactly with such concepts, exciting stories can be told later, which with potential customers clear arouse more interest than classic one-wayMarketing with the display of status symbols and luxury goods. Sachar Klein, Vice President Communication at the Berlin company Glossybox, recently explained what is important here at the In2 Innovation Summit: “Luxury brands are used to a top down approach to defining their own brand proposition. But today it's more about how people react to and interact with your brand. It's getting people to tell their stories."

What makes the success of luxury brands?

For the success of luxury brands, it will be crucial in the future to respond very specifically to the wishes of their potential customers - for example with customer-oriented, modular products such as this Team Yachting from Saint Raphaël. The company organizes company regattas, sailing trips lasting several days or events on ships.

That's what they grab Founders Romain Lépine and Géraud Le Roux on one Network from around 40 skippers who can be deployed at different locations as required. “We see ourselves as an interface between the skippers and the company”, explains the commercial director Romain Lépine and clarifies: “We therefore ensure that the companies get the right skipper and that everything works smoothly on board. Because here meet in the Communication Worlds on top of each other. "


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