May 24 - For film-makers, Cannes is all about winning the coveted Palme d'Or. But for corporations, the red carpet provides a glamorous backdrop for promoting luxury products. Hayley Platt reports.
It's the world's most famous film festival - a chance for the stars to show off the latest fashions. And with the world's press camped out at Cannes it's a golden opportunity for firms to get their brands seen. (SOUNDBITE) (English) PRESIDENT AND CEO, DUBOIS PELIN AND ASSOCIATES, NATHALIE DUBOIS-SISSOKO, SAYING: "Cannes is the biggest red carpet in the world, you can't do better than Cannes." (SOUNDBITE) (English) INTERNATIONAL PRESS AND PUBLIC RELATIONS DIRECTOR, SWAROVSKI, FRANCOIS ORTARIX, SAYING: "We really want to be visible on the red carpet in the press during the Cannes film festival." It takes place over 12 days and is one of the most publicised events of the year. Some of the biggest brands already have stores in town. But it's a chance for others to take advantage of the extra visitors. Drinks maker Cointreau were there sponsoring Burlesque star Dita Von Teese, Justin Weston is MD. (SOUNDBITE) (English) MANAGING DIRECTOR OF COINTREAU, JUSTIN WESTON, SAYING: "Well obviously it's about creating word of mouth, it's about creating presence in a certain type of media obviously and being present during Cannes, it's hard to put a specific number on just the presence during Cannes but our overall relationship with Dita and all the events we do with her around the world is worth many many millions of euros to us." The festival is now in its 66th year. It's long been associated with glitz and glamour. And according to Swarovski's PR director it's becoming more and more important to the world of fashion. (SOUNDBITE) (English) INTERNATIONAL PRESS AND PUBLIC RELATIONS DIRECTOR, SWAROVSKI, FRANCOIS ORTARIX, SAYING: "Because now the movies and specifically red carpets are becoming the new -- I would say -- the fashion catwalks and as a fashion brand we had to be here also." The festival wraps on Sunday when movie lovers will find out which film will be awarded the coveted Palme d'Or. But savvy marketers will be hoping the appeal of their products will continue shining long after the lights go down.