NEW YORK – Lalique’s CEO at the Luxury Retail Summit: Holiday Focus 2013 yesterday shared the brand’s strategy to attract new, younger consumers while maintaining its relationship with passionate brand enthusiasts.
Out of home
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British watchmaker Christopher Ward is generating interest in its timepieces by going above and beyond its competition by sponsoring a mountain climbing expedition on an unclimbed peak in Tajikistan.
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.
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.