NO MATTER WHETHER EMILY IS IN PARIS OR ROME, THE UNDERLYING MISSION REMAINS THE SAME: CITY BRANDING 2.0

When Netflix's Emily in Paris premiered on October 2, 2020, it was easy to dismiss it as just another romantic comedy filled with cute outfits and croissants. However, a closer look reveals that it's more than a mere love letter to berets and baguettes. The show achieved something tourism boards spend years and millions trying to accomplish: it transformed Paris into an irresistible dreamscape once again. With its multi-angle love story featuring glamorous and ambitious characters, Emily in Paris positioned Paris as the ultimate destination to live, work, fall in love, and look fabulous while doing it. It wasn't a traditional travel campaign, yet it has become one of the most influential case studies in modern tourism marketing.

Cities as Brands: More Than Just Destinations

Today, cities are more than points on a map; they are living, emotional, and aspirational brands. Just as consumers choose sneakers or smartphones to reflect their identities, they now select cities that align with their moods, values, and social media aesthetics. Traditional tourism marketing primarily focuses on specific attractions, such as museums, parks, and iconic landmarks. However, modern city branding emphasizes the overall vibe, lifestyle, pace, atmosphere, and allure of a place. In this shift, culture-led content, such as Emily in Paris, becomes a significant player.

The Emily in Paris Effect

Since its release, Emily in Paris has:

• Boosted tourism to Paris, particularly among Gen Z and millennials.

• Reignited interest in French fashion, food, and romanticism.

• Prompted city officials to reconsider the power of streaming as a tourism driver.

• Inspired similar story-driven strategies in cities like Rome, Madrid, Seoul, and beyond.

Despite mixed reviews from critics, Paris's regional tourism board embraced the show. Why? Because they recognized a crucial truth in modern branding: attention is a form of currency. Emily in Paris didn't just promote landmarks; it reframed the city. Paris became more than just the Eiffel Tower; it evolved into a collection of photogenic moments, cafés in Montmartre, marketing agencies in the Marais, and rooftop parties by the Seine. Visitors were no longer chasing landmarks; they were pursuing experiences.

When Fiction Sparks International Competition

The show's impact grew so significant that it sparked actual political tensions. Emily in Paris has now become a "national treasure" in France. As the upcoming season features a storyline set in Rome, President Emmanuel Macron and the Mayor of Rome have found themselves in a media-fueled rivalry, with Italy eager to claim the cultural spotlight that France has traditionally enjoyed (Frey, 2024). This playful yet real diplomatic tension underscores a more profound truth: in the age of streaming, a city's image is a geopolitical asset. The winner of the cultural narrative stands to gain in the tourism economy. However, a negative portrayal can carry serious consequences, making this a high-stakes scenario where cities must be ready for both risks and rewards.

Beyond Paris: How Cities Are Rewriting the Playbook

Other cities have already recognized this trend:

• Rome will star in the upcoming season of Emily in Paris, riding on the show's immense success in Paris with the help of the Italian tourism board.

• South Korea continues to excel in the city-as-stage model with K-dramas like Crash Landing on You, Itaewon Class, and Extraordinary Attorney Woo, which have positioned Seoul as a creative, youthful, and emotionally rich destination.

• New York, a leader in urban branding, reinforces its image through shows like Gossip Girl, Sex and the City, and And Just Like That, blending fashion, culture, and ambition against its iconic skyline.

• Dubai invests heavily in cultural storytelling through shows like BLINK, marrying luxury, high-tech aesthetics, and futurism to define its brand as the world's most modern metropolis.

• Saudi Arabia has launched massive campaigns around NEOM, Red Sea resorts, and cultural festivals such as Riyadh Season, using films, influencer content, and strategic storytelling to reshape its image as a visionary destination.

• Cities like Jakarta, Bangkok, and Istanbul are beginning to explore series-based marketing strategies through local content creation and incentives for film production.

What Makes These Campaigns Work?

The most successful campaigns share key elements:

• Emotional storytelling: People fall in love with the feeling of a city before they book a ticket.

• Consistent visual identity: The city becomes a character in the story with a recognizable tone and aesthetic.

• Cultural immersion: Fashion, food, music, and language are not just elements; they are part of the experience.

• Social amplification: Platforms like TikTok, Instagram Reels, and YouTube vlogs turn visitors into marketers.

This is not about traditional tourism brochures. This is narrative-driven marketing, focused on emotions rather than just the sights; it's about how someone will feel when they visit.

The Takeaway

Emily in Paris, a show not produced by a tourism board, achieved what many government-funded campaigns struggle to do: it made Paris a destination that people aspire to experience.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

Reference

Frey, A. (2024, October 14). Emily in Paris is moving to Rome. Take it from an Italian: this is what she’d really find there. The Guardian; The Guardian.