Paris La Défense, the Parisian business district, has launched a major advertising campaign across prominent locations in the City of London in a bid to lure City workers to re-locate to France in the aftermath of the Brexit.
Starting today, adverts urging people to ‘join the frogs’ will go live at Heathrow airport, Eurostar stations including St. Pancras International and Paris Gare du Nord, as well as across a range of national and financial publications.
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The business case for Paris is clear; it is home to Europe’s largest business district, La Défense.
Commenting on the launch, Marie-Célie Guillaume, CEO of Defacto/Paris La Défense, said: “With the UK now looking likely to opt for a hard Brexit resulting in the loss of passporting rights, this advertising campaign is our way of rolling out the blue white and red carpet to the thousands of talented people and leading businesses looking for a new European base.”
Paris La Défense also has some of the best transport infrastructure in Europe, with easy access to international airports and France’s world class train network. Marie-Célie Guillaume continued: “The business case for Paris is clear; it is home to Europe’s largest business district, La Défense, with a strong existing network of professionals across financial services, technology, and professional services, world class office space and fantastic transport links to the rest of France and Europe.”
Paris is not alone in attempting to court financial institutions and other professional services in the wake of Brexit but while several cities have already made attempts to attract financial institutions, this is the first marketing campaign of its kind.