Updated on 15/10/2024
On the occasion of the harvest season, the Government announces the Cité du Vin as new muse-monument of the international campaign “MAKE IT ICONIC. Choose France »*. This campaign aims to highlight French audacity and spirit of innovation, by highlighting cultural and artistic vitality, tourist wealth, French know-how, gastronomy and national economic dynamism.
Joint work of the Directorate of Communication and Press (DCP) of the Ministry of Europe and Foreign Affairs and the Government Information Service, this attractiveness campaign highlights French personalities and monuments embodying, for example their stories, the French state of mind making audacity and its fruits a part of our common history, to make France shine throughout the world.
Inaugurated in 2016 in Bordeaux, the Cité du Vin is an emblematic cultural place in the city which celebrates wine in all its facets. Supported by the Foundation for Wine Culture and Civilizations, recognized as being of public utility, this monument to futuristic architecture designed by XTU-Architects offers an immersive permanent exhibition and a rich cultural program. Reflecting the excellence of the sector and its know-how, the Cité du Vin is an essential muse for promoting French iconicity, and therefore joins this campaign alongside other monuments such as the Eiffel Tower, Notre-Dame Dame de Paris, Mont Saint-Michel and the Domaine national de Chambord.
On October 15, the Cité du Vin will reveal its participation with speeches from institutional and local actors. An XXL “MAKE IT ICONIC” photocall. Choose France. »* with free access will allow visitors to leave with an unforgettable souvenir in French colors.
“La Cité du Vin, by combining heritage and modernity, celebrates wine and its heritage in a unique and iconic place, all values that resonate with the DNA of the France brand. We are therefore proud to highlight the French wine industry through our campaign, celebrating the iconicity and audacity that define our nation. » underlines Michaël Nathan, director of the Government Information Service.
“Beyond its architectural elegance, the Cité du Vin in Bordeaux is a global showcase of French excellence. By integrating it into our campaign, we want to show the whole world that France is a fertile ground for innovation and daring. This emblematic place explores wine in all its facets, from history to culture, and perfectly embodies our winemaking know-how. It is a powerful symbol of our ability to combine heritage and innovation, and to shine on the international scene. » declares Christophe Lemoine, director of communications and press at the Ministry of Europe and Foreign Affairs.
“With more than 3 million visitors from all over the world welcomed just eight years after its opening, the Cité du Vin is very honored to have been chosen to represent French audacity alongside centuries-old monuments. Our mission to make the cultural and universal heritage of wine accessible to all is now coupled with the ambition to raise awareness among our audiences of the necessary preservation of the environment.” indicates Philippe Massol, general director of the Cité du Vin, in Bordeaux.
About the Government Information Service:
Placed under the authority of the Prime Minister, the Government Information Service (SIG) works to ensure consistency in State communication in the service of better information for users and a more efficient organization for the state.
To do this, the GIS fulfills its missions along several axes:
• It analyzes the evolution of public opinion and the media treatment of government action;
• It informs the general public of the action of the Prime Minister and the Government;
• He manages and coordinates government communication at the interministerial level at the national level and, in liaison with prefects and ambassadors, deploys them within the framework of decentralized State services
• It defines and develops communication standards (State brand, accessibility, State system design, eco-communication, etc.)
Contact presse : [email protected]
About the Ministry of Europe and Foreign Affairs:
The Ministry of Europe and Foreign Affairs (MEAE) represents, defends and promotes the interests of France and the French in all areas with foreign countries and within international organizations. Its priorities:
• Act in the world for peace, security and respect for human rights.
• Promote French companies on foreign markets as well as France’s attractiveness abroad.
• Contribute to the organization of globalization which ensures sustainable and balanced development of the planet.
• Ensure the presence of French ideas, language and culture while serving cultural diversity.
• Manage the security and administration of French people abroad.
Contact presse : [email protected]
About the Cité du vin:
The Cité du Vin is a unique cultural place in the world, located in Bordeaux, and dedicated to wine.
With its interactive permanent exhibition which draws on digital technologies, its various tasting experiences, its cultural events and places of life (shops, restaurants), the Cité du Vin highlights vineyards from around the world through their cultural, civilizational, heritage and universal dimensions. Visitors from all backgrounds (newbies, amateurs, professionals, families and young audiences, businesses, French and international, etc.), are invited to take a spectacular journey, around the world, through the ages and in all cultures!
Labeled Tourism & Disability since its opening, CSR-Sustainable Entertainment in 2022, and certified NF Environment-Visit Sites since 2021, the Cité du Vin is managed and developed by the Foundation for Wine Culture and Civilizations (recognized as useful public) whose mission is to make the universal and living heritage of wine accessible to as many people as possible.
Informations : https://www.laciteduvin.com/
Contacts presse : Aurélie Lascourrèges: Tel. +33 (0)5 56 16 16 43 – [email protected]
Cité du Vin – 134 Quai de Bacalan – 33300 Bordeaux – www.laciteduvin.com/fr
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