Back to press releases
  • Press release

BNP Paribas Chooses Carla Bruni to launch Parvest's Advertising Campaign for its Top-of-the-Line Luxembourg Mutual Fund

Following from the creation of BNP Paribas Asset Management, the two banks have now completed the merger of their leading Luxembourg mutual funds.

The merger has made Parvest one of the biggest Luxembourg umbrella funds. It markets 76 sub-funds covering all the main asset classes and markets, with more than EUR 15 billion of assets under management.

Parvest, An Investment Vehicle Whose Scope Has Been Broadened

BNP Paribas has chosen Italian fashion model Carla Bruni to help it consolidate the positioning of the Parvest brand among top-flight international funds.

Parvest's advertisements were prepared by EURO RSGC BETC in cooperation with fashion specialist Paolo Reversi.
The new advertising campaign is based on a main visual illustrating Parvest's characteristics and borrowing from the codes usually used for cosmetics advertisements. Parvest's flexibility, thanks to its 76 sub-funds, is illustrated by Carla Bruni's forehead, the vitality of the nine new sectoral funds by her eyes, composure by her smile, etc.
An Ad Campaign that Subtly Combines Humor and Elegance

Media coverage in France will include daily newspapers, magazines, the Internet, billboards, and fairs. Outside France, particularly in the twenty countries in which Parvest is marketed (Austria, Belgium, the Czech Republic, Germany, Greece, Italy, Japan, Luxembourg, the Netherlands, Spain, and Switzerland), it will appear in the daily press.

Altogether, 175 advertisements will appear between 20 November and year-end 2000. It will be continued and expanded upon in 2001 in order to present the main Parvest sub-funds.