Advertising

While celebrities have long been favored for luxury campaigns, some marketers are opting for lesser-known models to represent the face of the brand. What it comes down to is the product, the brand personality and who it wants to reach.

The Ritz-Carlton Hotel Co. is extending the reach of its rewards program by offering Chase Sapphire Preferred cardholders the opportunity to exchange card points for Ritz-Carlton Rewards points which can be used for hotel stays at any brand property.

British automaker Jaguar took YouTube’s highly visible banner ad space to push the Jaguar XF with a drop-down menu where users could view a commercial called “How Alive Are You,” click through a photo gallery and explore a series of links.

In a step towards reinventing the automaker as a high-end brand, Ford Motor Co.’s Lincoln is marketing the ultra-luxe MKZ concept car towards luxury consumers.

Marketers such as Estée Lauder, Jaeger-LeCoultre, Bloomingdale’s and Harrods are aligning with hit television series “Mad Men” to offer consumers a taste of the 1960s-era lifestyle through print campaigns and product lines to leverage themselves on the show’s success.

Private jet company XOJet is kicking off its Elite Access program that guarantees luxury consumers access to a private jet with 12 hours’ notice as an alternative to fractional jet ownership.

Quite a few luxury brands including Givenchy, Tory Burch, Fisker, Yves Saint Laurent and Tod’s are shifting around major executives, making experts wonder whether this bodes well or poorly for the industry.

British automaker Rolls-Royce Motor Cars is upping the customization on its Ghost models by allowing consumers to choose two-tone exterior and interior features.

Even though Volkswagen’s Bentley may be trying to target a wider audience with the introduction of the EXP 9 F concept car, a Bentley-appropriate price tag along with brand cache may allow the prestigious automaker to avoid brand dilution and keep its luxury status.

Mobile-only social network Instagram is on the fast track to being a hit with brands looking to target iPhone users with visually appealing content. With an anticipated Android version on the way, Instagram is on the verge of making a big splash in the mobile/social space.