“Cannes Film Festival Partnership”By Victor Gee - 1 SEPTEMBER 2018
Styling Mickael Carpin | Jewellery de GRISOGONO | Dress Zimmermann | Location Hotel Martinez Cannes
If you have been to Cannes during the film festival then you have definitely came across the army of shinny black Renault cars with a golden logo and tinted windows, transporting celebrities to the red carpet of the Palais des festivals. It’s in these cars where global stars spend the last moments before they step out in front of hundreds of flashing cameras. The relationship between the iconic festival and the leading French car brand goes beyond a short-term partnership and has been ongoing since the 1980s.
We sat down with the Director of Public Relations of Renault-Nissan-Mitsubishi, to understand the importance of Cannes for the brand universe of Renault, and to learn more about the car’s next chapter.
AM: Tell us more about the significance of the Cannes Film Festival for the Renault brand...
The festival is highly important and attracts more than 5,000 journalists from around the world, totaling more than 60,000 hours of television. Keep in mind that Renault is the first thing that arrives on the red carpet facing those hundreds of cameras and photographers, so the return on investment is quite substantial! In terms of numbers, in 2018 we had 130 Talisman, the premium sedan car, dedicated to the jury and celebrities. We also had 170 Espace cars for the official partners like Kering, L’Oréal, Nestlé and Air France. Therefore, we had more than 300 black cars for the festival that did up to 20,000 total trips in and around Cannes. But our partnership is not a question of notoriety because Renault is already an established brand. What is important for us is to have a trendy and fresh image of Renault as a premium, glamour, sexy and modern vehicle.
AM: What is an iconic moment for Renault that took place in Cannes?
One interesting anecdote was during a red carpet attended by Leonardo DiCaprio and Steven Spielberg on a very rainy day. To protect the celebrities, our chauffeurs handed them an umbrella with the Renault logo, and which later on appeared in all of the official red carpet photos in the media. This was a very spontaneous and funny marketing stunt.
AM: What can we expect from Renault in the future?
As our car design is evolving, we have selected 30 brand and celebrity ambassadors who drive the car in Paris, including people like Mick Jagger and Lenny Kravitz. Like many, our ambassadors enjoy the car because it’s subtle. Renault now brings together comfort, discreteness and a premium service. The engineers of Mercedes-Benz are helping Renault to further improve its perceived quality. For instance, the new Espace and Talisman are more of a German car in terms of quality as compared to the previous generation. Also, Renault and Carlos Ghosn are investing a lot in intelligent cars and automatic vehicles. Who knows if in a couple of years we might have celebrities driven to the red carpet by smart cars.
Cannes Film Festival PartnershipThe relationship between the iconic festival and the leading French car brand Renault goes beyond a short-term partnership and has been ongoing since the 1980s.