Online retailer Net-A-Porter is boasting its same-day delivery service for customers in the Hamptons through out-of-home advertising on plane banners that fly over the area.
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LVMH Moët Hennessy Louis Vuitton is eyeing affluent travelers by placing brand advertisements on large digital screens at John F. Kennedy International Airport in New York.
Although out-of-home advertisements are typically used by mass-market brands, luxury marketers benefit from these kinds of ads if they are strategically positioned and designed.
Online retailer Net-A-Porter is targeting Chinese consumers with an out-of-home, takeover advertisement on a Hong Kong tramway vehicle as it tries to make inroads in one of the world’s largest luxury markets.
NEW YORK – An Eye executive at Mobile Marketer’s Mobile FirstLook: Strategy 2013 conference said that out-of-home media is transforming into a mobile engagement opportunity and marketers should seek effective ways to connect these experiences.
Luxury marketers should not overlook large-scale outdoor advertising since the mass-marketing channel is also a way to single out a label’s target audience in global markets with attractive images and subtle calls to action.
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.”
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.