With September fast approaching, attention across the reinsurance world is turning toward one of the most anticipated fixtures in the calendar: the 67th Rendez-Vous de Septembre, or as many of us simply call it, Monte.

While the initial focus may have been on securing prime hotels and reservations at the coveted gastronomical hotspots in Monte Carlo, attention quickly shifted to key industry discussions, with companies aiming to ensure they stand out amidst the flurry of promotional activities across Casino Square and beyond.

brandformula clients are ready to make an impact, maximise visibility, and lead the conversation in Monte Carlo as renewal season ramps up.

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A Look Back at Standout Marketing in Monte Carlo

Reflecting on past years, some of the most memorable marketing efforts at Monte Carlo have left a lasting impression.

In the early 2010s, Reactions Magazine humorously covered fictitious marketing stunts by ‘MegaBrokers’ Steve Grabber, who claimed:

The marketing guys have come up with some great stunts including stuntmen dressed up as broker ninjas abseiling down the front of the Casino every 30 minutes unfurling banners bearing the Mega Broker logo. Also, they've hired a fleet of Vespas done out in our livery that will be driven around town by dolly birds baring their all.

While such over-the-top approaches belong in the archives alongside old issues of Reactions, the evolution of creative and effective marketing at RVS continues to be a highlight.

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Some standout campaigns from recent years include:

• The Insurer’s London Taxi – Used to distribute their daily editions, the branded taxi was so visible it even stirred discontent among local drivers. Given the reported cost of a Monaco taxi license—around €250,000—it’s understandable why they weren’t pleased!

• IGI’s Yacht – A striking presence in the marina, IGI’s enormous yacht served as both a meeting venue and a spectacular party location.

• SCOR Lounge – Each year, the French (re)insurer has a major presence at the Rendezvous with a huge meeting space nestled behind the famous Casino, holding meetings during the day and then generously opening up the space for cocktails and entertainment each evening. It’s impossible to miss!

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The Evolution of Marketing at RVS

Rendez-Vous de Septembre, commonly referred to as ‘Monte’ by the reinsurance community, remains a cornerstone event in the industry calendar. As the conference season kicks off and the start of the marketing push for 1.1 renewals, companies are now laser-focused on increasing their market visibility, particularly within the trade press and daily industry publications.

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Today, successful marketing at Monte Carlo involves a strategic blend of measurable digital engagement, personalised in-person interactions, and targeted brand awareness initiatives. Companies are leveraging:

• Digital engagement to reach attendees and a global audience beyond the event.

• Curated real-life engagements, such as exclusive roundtables, panel discussions, and private leadership dinners.

• Trade press coverage, ensuring their thought leadership reaches the right audience through interviews, articles, and event sponsorships.

• Bespoke research and reports analysing the key themes emerging from RVS.

• Branded transportation, with fleets of limousines ferrying executives to meetings while serving as mobile billboards.

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The Key to Effective Communication

For marketing efforts at RVS to be truly impactful, communication must be clear, concise, and compelling. Strong messages with definitive actions or viewpoints resonate far more effectively than jargon-filled content overloaded with buzzwords.

With the right approach, companies can ensure their brand stands out in Monte Carlo and across the broader reinsurance landscape, making the most of this crucial industry event.

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To discuss your plans for Monte please get in touch by email, or give me a call on +44 7595 280326.