Mairie de Paris, les P’tits Vélib

Expertise(s) : PR & Public affairs
Client : Mairie de Paris
Period : 2014
Sector(s) : Collectivity

Objectives :
To help the City encourage soft mobility by teaching children “safe cycling”
To ensure the involvement of associations in the daily management of the service.

Strategy :
Make the new service set up by the Paris City Council a “world first” by inviting the national and international press to the launch in the presence of the Mayor Anne Hidalgo.

Device :
Sending press invitations and press kits; Organization of interviews and writing of Q&A’s
Setting up the event-based press launch on the banks of the Seine, with entertainment for children.

Results :
High attendance on the Banks of the Seine on the inauguration day
Broad media response : a total audience of 100,264,138 contacts and more than 150 press coverage in three days ;
International media coverage of the event, with articles emphasizing that ” P’tit Vélib’ is a world first”;
A remarkable launch confirming the success of Velib’, a unique brand with a growing international reputation;
A successful communication operation that puts ‘Vélib’ at the heart of daily lives of Parisian families and tourists;
An event that reinforces the brand’s legitimacy to diversify its offer and develop partnerships with other associations and private partners.