SXSW Sydney: Why Paris 2024 had the perfect brand
The Brisbane 2032 executive director for strategic engagement, brand and marketing has weighed in on why Paris 2024’s branding was so strong.
Speaking at SXSW Sydney last week, Rebecca Masci said France’s take on the international sporting event was a perfect melding of cultures – in this case, the Olympic’s commitment to sports, and the overall social, historical and cultural characteristics that define France and Paris.
“Paris 2024 did an incredible job of intertwining the romance, the heritage, the culture of what it means to be French and Parisian into their brand,” Masci explained.
She continued: “When I say brand, I mean the experience, right? Like, it’s not just about what you see, it’s about what you feel and what’s around you.”
Masci went to on to explain that Paris’ organisation resulted in events taking place in areas of significant cultural value to the European city and country.
“There was beach volleyball directly underneath the Eiffel Tower. Beach volleyball and blind football directly underneath the Eiffel Tower,” Masci conveyed.
(L-R): Trish Folan, Alexander Legaree, Rebecca Masci, Vanessa Brown
“The equestrian was at Chateau de Versailles. It’s just this incredible mind blowing stage… and fencing at the Grand Palace.
“It was just insane the way that they managed to make you feel like you were right in the heart of Paris in any aspect of what they did.”
She added that accessibility for all was prevalent in how Paris 2024 informed its operations, using the Games’ cauldron as an example of how Paris was able to achieve such a feat.
“Even with the opening ceremony and the cauldron, this beautiful floating cauldron above Paris, for everyone to see whether you bought a ticket or not,” Masci said.
“That all came back to their vision for the games, which was ‘Games Wide Open’. An incredibly simple vision, but it was all about accessibility.
“Making sure that everyone, as many people as possible, whether you were watching through a TV screen or whether you were on the ground, whether you had a ticket or not, could experience the games.
“They did such a good job of that.”
Masci’s session also saw leaders from APA Group and TikTok reveal how the latter is, or at least being considered for, driving desired business and communication outcomes.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Brisbane 2032
Olympic Games
Paris 2024
Paris 2024 Olympic Games
Paris 2024 Paralympic Games
Rebecca Masci
SXSW Sydney
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