Festival ¡Qué Gusto!

A Paris-based celebration of Mexican cuisine

Background

When Festival ¡Qué Gusto! was launched in Paris in 2015, it became the first European festival dedicated to Mexican cuisine. Espresso communication and Ximena Velasco of Pasalavoz have co-produced the event from day one. With the aim of promoting cultural and economic exchanges between individuals and brands on either side of the Atlantic, we have continued to cultivate ties between Mexico and the people of Paris and all of France through the ¡Qué Gusto! brand.

Services requested
Marketing strategy, Branding, Events
Client

Festival Qué Gusto

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Objectives
Develop new partnerships that reflect the brand
Optimize the event’s digital presence
Promote Mexico as a culinary tourist destination
Personnes de dos autour d'un buffet tenant une assiette à la main
Zoom sur la main d'une personne prenant une photo de nourriture
Illustration type mexicaine d'un animal qui mange
Our approach
Festival ¡Qué Gusto! reaches its target audiences through an elaborate, multi-platform sponsorship structure.
Various businesses, institutions, and official organizations have supported the event, enjoying a profile boost on the French market thanks to the visibility of the festival. Many elements have helped Festival ¡Qué Gusto! show Parisians the very best of Mexico: a muy caliente graphic identity produced in collaboration with the internationally renowned Mexican artist Cocolvu; a versatile brand image that ties together all communications material; punchy, visually striking content; and a tailored program that features everything from movie nights and musical performances to fusion meals prepared by a French/Mexican chef tandem. A one-of-a-kind concept, Festival ¡Qué Gusto! is organized by Espresso communication and Ximena Velasco.
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3 prospectus orange, bleu et vert posés sur une table
Illustration type mexicaine d'un personnage mangeant un taco

3 500

attendees to date

23 000

e-newsletter subscribers

200

over 200 articles published in the media