Luxury brands that are endorsed by being mentioned in lyrics of popular songs likely see more brand awareness among younger consumers and may see an increase in purchases due to star influence.
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Giorgio Armani is targeting affluent New Yorkers who are getting hyped for Fashion Week while promoting a new store opening through radio and digital advertising on the music provider Spotify.
Gucci, Dolce & Gabbana, Yves Saint Laurent and other luxury advertisers took to the pages of both the June issue of Condé Nast’s W and its supplement “Trends” magazine to double the reach of ad campaigns.
Due to Internet and mobile radio service providers as well as satellite radio’s increase in popularity, luxury marketers are reinventing the idea of radio marketing.
Jeweler Tiffany & Co. is looking to draw attention toward its Some Holidays are Unforgettable campaign through a partnership with personalized Internet radio service provider Pandora.
Automakers Lexus and Mercedes-Benz are switching up traditional radio marketing by sponsoring stations on Pandora that are designed to push the brands’ models and campaigns.
Radio’s mass appeal and wide audience still makes it an effective medium for luxury marketers, particularly high-end automakers.
General Motors Co.’s Cadillac is using teen pop sensation Justin Bieber in a partnership with Sony Music to raise awareness and funds for Cure Duchenne via radio advertising.
Designer and filmmaker Tom Ford is revealing his vision and inspiration in an exclusive monthly series on Sirius XM Radio.