CNTR 2024 (Commission Nationale des Titres Restaurant)

Brief

With the media in a frenzy over the use and value of meal vouchers in France (including the recent statements made by the government through its Secretary of State for Consumer Affairs, Laurence Garnier), the Commission Nationale des Titres-Restaurant (CNTR) decided to hold an emergency press conference on 25 November.

Objectives

1- To provide an overview of the current issues surrounding meal vouchers and the role of the CNTR.
2- To unveil the results of its study on meal vouchers and the real value they bring to all parties concerned (catering industry, private individuals, government, etc.)…

And, more generally :

• Revisit the fundamentals of meal vouchers;
• Review the CNTR’s remit.

Challenge

A major challenge for Profile: less than 30 days to complete everything and ensure maximum coverage in a very wide media scope on this sensitive political subject.

Challenge met! Thanks to the adoption of a 2-stage strategy and daily mobilisation

Phase 1 – Negotiating exclusive interviews with AFP and Les Echos to obtain dedicated, high-quality visibility on the day of the press conference and sending out the press kit under embargo to enable certain short-time media (e.g. news channels) to prepare their programmes in advance for broadcast on D-day.

> Ambition: hit hard from the start!

Time 2 – The press conference, in a hybrid format to ensure maximum attendance

• A face-to-face format for journalists based in Paris and those whose diaries allow them to come to us.
• A video format for all others, especially journalists from the regional daily press.

Accompaniment in Profile details:

1. Day-to-day advice and coordination.
2. Search for venues and logistics.
3. Copywriting (press release + press invitation + computer graphics + slides for the conference).
4. Pre-conference ‘speaking’ spotting meeting.
5. Media mobilisation:
   • Negotiation of exclusive rights and embargoed dispatch of press release ahead of the conference.
   • Setting up interviews in advance and on the day.
   • Invitation and follow-ups to bring in / connect the targeted journalists.

Managing post-conference interviews and press enquiries.