Monaco International Fair – Event Relaunch

Strategic Rebranding, Concept Development & Full Production by Change Muse

About the Event

The Monaco International Fair had long been a prominent public event showcasing local and international exhibitors, artisans, and lifestyle brands. However, after a four-year hiatus and a decline in reputation, the event needed a complete reimagining to regain relevance and public interest.

In 2014, Change Muse was entrusted with the full relaunch and repositioning of the event to mark a bold new chapter.

The Challenge

The Fair faced significant challenges:

• Negative public perception stemming from earlier editions

• A four-year break that left the event off the radar for both attendees and exhibitors

• The need for a complete strategic and creative overhaul to bring it back with renewed credibility and appeal

The objective was to reintroduce the event as a high-quality, vibrant experience for the Monaco community and beyond.

The Solution

Change Muse led the end-to-end transformation of the Monaco International Fair, including:

• Brand repositioning and new visual identity to modernize the event’s image

• Development of a new event concept and layout focused on visitor experience and exhibitor value

• Marketing, communications, and PR campaigns to generate interest and media attention

• Creation of sponsorship strategies and tailored exhibitor packages

• Programming of side events to elevate the fair’s content and engage diverse audiences

• Coordination of logistics and on-site operations for a smooth launch

Every detail was designed to reset expectations, attract quality partners, and bring back the public with a sense of excitement and renewed trust.

The Result

The 2014 edition of the Monaco International Fair was a successful comeback, attracting significant foot traffic, positive media coverage, and strong exhibitor engagement. The event was welcomed back into the Monaco event landscape with enthusiasm, thanks to a clear vision, bold branding, and flawless execution.

This relaunch demonstrated the power of strategic rebranding and thoughtful production to breathe new life into a legacy event—a testament to the agile, impact-driven work of Change Muse.