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Condé Nast Traveler elevates standing via luxury adsBy
Chanel, Louis Vuitton and Cartier are facilitating Condé Nast Traveler’s goal to become known as a high-end travel publication for affluent travelers by steering the advertising pages toward luxury.
The publication’s dual-cover November issue lists the best-of-the-best in travel and hospitality as voted by 79,000 readers in its 2013 Readers’ Choice Awards. The title’s reconfiguration of its ad space will strengthen Condé Nast Traveler’s status as a luxury read.
“Condé Nast Traveler is, at its core, a luxury lifestyle publication,” said Bill Wackermann, executive vice president and publisher of Condé Nast Traveler, New York.
“Our readers are travelers, not tourists, and as a result, they are the world’s most interesting tastemakers,” he said.
Condé Nast Traveler‘s November issue saw an increase of ad 17 pages, or 14.7 percent, over the last year.
Condé Nast Traveler’s 222-page November issue begins with an inside front cover ad for Chanel’s La Montre première timepiece.
Louis Vuitton takes the second page of the issue for its campaign featuring actress Michelle Williams.
An ad for The Leading Hotels of the World appears in the front of the book as the first luxury hotel. The ad features properties in Argentina, Venezula, Florence, Italy and Mauritius off the coast of Africa.
Opposite the table of contents Cartier placed an ad for its bridal collection, while Dolce & Gabbana ran an ad for its eyewear collection next to the continued table of contents.
Hotel properties that were voted best-of-the-best for 2013 by Condé Nast Traveler readers also placed ads in the issue to further promote their properties. Hotel chains that won and appeared in the ad space include Pelican Hill Resort in California, The Peninsula Hotels and St. Regis.
To further elevate Condé Nast Traveler as a luxury read, high-end brands such as Dom Pérignon, Maserati, Tiffany & Co. and Mercedes placed ads.
In addition, Hermès placed an ad accompanied by a sample strip for its men’s fragrance Terre D’Hermès. Dolce & Gabbana also placed an ad and sample strip for its Light Blue fragrance.
High-end travel and hospitality is well-represented in the November issue with ads taken by Dorchester Collection, Shangri-La hotel properties, Mandarin Oriental hotels, Emirates airlines and Intrav Jet.
Hermès finishes the issue with an ad for its “A Sporting Life” campaign on the back cover.
Travel-focused publications are making moves to better represent the total lifestyle of its readership.
For example, Ralph Lauren, Hermès and Louis Vuitton placed ads for apparel and accessories in American Express Publishing’s Departures as the magazine continues to capture more luxury advertising dollars.
The October “African Now” issue hit mailboxes shortly after Time Inc. bought American Express Publishing for an undisclosed price. Departures is complimentary for American Express Platinum and Centurion card members, allowing the publication to reach a wide audience of high-net-worth individuals that attract luxury advertisers (see story).
Other niche publications have been following this trend as well.
For instance, Hermès, Brioni and Ferragamo are among menswear brands pushing collections toward Bloomberg Pursuits’ affluent male readership as the magazine looks to increase its apparel ad inventory.
Timepiece advertisements for both men and women also make up a large portion of ad space in the autumn issue of the publication. Choosing ads that display the sensibilities and interests of a readership creates a more engaging read (see story).
Echoing the lifestyle of affluent consumers allows for a more concise and relevant read.
“The readers of Condé Nast Traveler are number one in spending on luxury items, because the more you travel, the more you everything,” Mr. Wackermann said.
Jen King, editorial assistant on Luxury Daily, New York
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