Apparently, the best way for USA Today to sell more advertising requires a nearly 4,000-mile trip to Cannes, the fashionable French resort on the glittering Côte d'Azur. There, the struggling daily will once more elbow its way through the Cannes Lions Festival of Creativity, a seven-day marketing schmoozefest that ends Saturday.
USAT says it is "the exclusive U.S. Representative to this prestigious international festival." Gannett's best-known brand doesn't say exactly what that means. Nor do its marketing materials say what the paper will be doing there during a week when Gannett itself laid off 700 workers at its other U.S. newspapers.
Last year, however, USAT says it hosted a private cocktail reception June 24 on the rooftop terrace of the 1835 White Palm Hotel in the heart of the French city.
|Last year: Erdos, Hunke|
This year, the hotel's standard guest rooms next week start at $400 a night, which includes an in-room Nespresso machine. Not bad -- for a Radisson. (Quel dommage: The deluxe Sky Suite isn't available.)
Related: USAT has a reporter filing dispatches from the scene.