The century-old brand boosts its communication strategy with a large-scale promotional campaign. Lasting 2 minutes 40 seconds, the commercial film, entitled "time shapes us", relies on Eva Green's narration to trace over 110 years of history of the Barrière group, from the beginnings of founder François André in Deauville to today. A clip built like a brand manifesto, mixing archival images, contemporary life scenes, and iconic personalities.

Entrusted to the agency SPOA, a specialist in premium brand storytelling, the campaign was unveiled in preview last September during the fiftieth edition of the Deauville American Film Festival - a nod to the group's history, closely linked to this cultural event.

"We wanted to convey a thousand emotions through this film: the vertigo of a more than century-old history, the light of art world icons who frequent our establishments, the loyalty of generations of colleagues and clients... The Barrière Group holds a special place in the memories and hearts of those who have frequented it. For us, and the nearly 7,000 women and men who bring the Group to life every day, it is our duty to perpetuate this heritage and these unique emotions", said Joy Desseigne-Barrière and Alexandre Barrière.

The Barrière group, which includes 32 casinos, 1 gaming club, and 20 luxury hotels located in 37 destinations, has multiplied initiatives in recent months to affirm its dynamism and high-end brand image. Recently, it unveiled a collaboration with the Swiss watchmaking house IWC Schaffhausen. Together, they imagined an immersive experience around watchmaking creation within the very hotel Le Normandy, with private workshops and an exhibition of rare pieces on the program. An initiative that reaffirms the group's desire to offer unique and memorable experiences within its establishments.

Link to the article: https://www.journalduluxe.fr/fr/lifestyle/groupe-barriere-nouvelle-campagne-publicitaire