Swiss watchmaker Audemars Piguet is using the highly-trafficked 34th Street Heliport in New York to hook super-affluent consumers who use the private jet terminal with what it calls a custom “domination program.”
Out of home
Many ultra-luxury automakers rely on consumer-attended events and displays to raise awareness for new model lines. However, out-of-home ad placements can also reach an affluent audience without diluting a brand image and for a longer period of time.
Out-of-home advertisements can add to a luxury marketer’s multichannel campaign by connecting with consumers’ emotions with intense brand imagery during the majority of the time they spend on-the-go during waking hours.
British fashion label Burberry is reaching commuters and tourists at New York’s iconic Grand Central Terminal by placing out-of-home advertisements inside the train station that show a look from its spring/summer 2012 menswear collection.
Burberry is beginning its large-scale event series tonight in Taiwan that ignites its global campaign focused on fashion, weather and the combination of physical and digital channels that could redefine the brand experience going forward.
British retailer Alfred Dunhill combined sight, smell, sound and vision in a recreation of famed Trafalgar Square in London that displayed a simulation of all four seasons over the course of one day.
Italian lifestyle brand Giorgio Armani is extending its Acqua for Life charity campaign where the brand will donate drinking water to the Green Cross International for each fragrance sold in the Heinemann Duty Free store at Germany’s Hamburg Airport.
New York’s yellow taxicabs offer a location-based, video advertising platform with Taxi TV that can put luxury brands in direct contact with the city’s affluent tourists and residents.
Luxury brands such as Diane von Furstenberg, Bloomingdale’s, Saks Fifth Avenue, Chanel and Tiffany & Co. have covered New York in outdoor advertisements this season.
Packaging is one of the few touch points outside of the store and branded Web sites that upscale brands can directly control and therefore cannot afford to skimp on extending the luxury experience after customers leave the store.