For the past 4 years, GemGenève the international show dedicated to fine jewellery, is deploying an effective and original communication strategy at the Mont-Blanc car park in Geneva. By covering the 16 double-sided sliding doors spread over 4 levels of the car park, the brand ensures repeated, constant and exclusive presence with 12,000 daily contacts.
A partnership based on trust
The relationship between Gem Genève and Force Promotion is well established.
Alexandra di Guiseppe, in charge of GemGenève’s campaigns on this medium, explains:
“We’ve been working with Force Promotion for over 4 years. They are a trusting, fluid and efficient relationship.”
It also highlights:
“Their great reactivity and their ability to always put our needs at the centre of their priorities really makes a difference.”
A medium unique in its repetition and impact
This system is not based on the format, but on the message repetition. This format is visible on every level of the car park, both on the lobby and car park sides, and to pedestrians and motorists. This format creates a strong and constant memory effect throughout the user’s journey.
“This support is perfectly suited to promoting our event. It’s a great place to be, both in terms of location and visibility,” explains Alexandra di Guiseppe.
“Direct visibility with a targeted audience, as well as the original and unexpected nature of the medium are key to its effectiveness.”
The choice of this presence in such a strategic location – particularly during events such as Watches & Wonders – enables GemGenève to capture your target audience effectively.
Concrete results
Although the impact on brand awareness has not been precisely quantified, the feedback is encouraging:
“We observed a significant number of scans of our QR codes, demonstrating real interest.”
The stand fits perfectly into the global communication strategy of the event, in conjunction with other targeted actions.
A logical extension to 2026
Buoyed by the effectiveness of this format, GemGenève has already booked the system for its 2026 edition.
“The right positioning of the campaign, particularly during strategic periods, means we can effectively reach our core target audience before and during our event,” explains Alexandra di Guiseppe.
Any advice for those who are hesitating?
“This medium offers real visibility and real benefits in terms of impact.”
“It’s a partnership that we really appreciate, both for the quality of the service and the relevance of the support it offers.”
Thank you to GemGenève and in particular to Alexandra di Guiseppe for her collaboration and renewed confidence.
GemGenève – International Gem and Jewellery Show – https://gemgeneve.com/#
