At the end of January, Monaco’s Tourism and Convention Department (DTC) organized the second edition of a campaign called Green is the new Glam. The concept? Show how sustainable development can be glamorous and social media-worthy. At the launch party, #mcgreenglam was shared more than 1,000 times.

How to reach Millenials and sensitize them to the essentials of sustainable development? The DTC appears to have part of the answer: via social media! On January 17th, they launched the second edition of the Green is the new Glam campaign. Hosting an after-work party organized on the Rainier III barrage, many influencers (mainly community managers) discovered the new campaign, which is intended to make the local youth aware of the Principality’s commitment to sustainable development.

Monaco, a sustainable destination

Green is the new Glam will mainly be broadcast on social networks. Throughout the year, videos, stories and other making-of’s will be unveiled to display the commitment and actions carried out by the Monegasque community in this field. The first video being broadcast addresses the theme of “savoring”. In it, we discover all the treasures of Monaco’s local gastronomy scene with a special focus on its locavore approach, gardens, food quality, and seasonality. The launch of the campaign was a success as more than 1,000 shares of #mcgreenglam were recorded in just a few hours. It looks like the Principality has found a new way to seduce the international community to visit over the holidays…

*Article originally published on the French edition of the Monaco Tribune.