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Rolex, Tous geotarget New Yorkers via Manhattan magazine print ads

By
October 11, 2012

October issue

Brands including Rolex, Tous, Tourneau, Aria Resort & Casino, Royal Salute, Fairmont Hamilton Princess and Casa de Campo are targeting affluent New Yorkers via advertisements in Modern Luxury’s Manhattan magazine.

The region-specific magazine is featuring “Breaking Bad” actor Aaron Paul, religion and reason in New York and a courtside look with Venus Williams. Modern Luxury’s publications focus on specific cities throughout the United States, ensuring a targeted environment.

Manhattan magazine was not available for comment before press deadline.

City living
Rolex is the first ad in this issue. It is a two-page spread featuring the Oyster Perpetual Datejust Special Edition.

Rolex ad

Another ad is for the Aria Resort & Casino. The Las Vegas hotel features a couple in their room overlooking the city.

Consumers can also scan a QR code that links to an optimized site with exclusive content.

Jeweler Tous has a one-page ad that features stuffed bears complemented with teddy bear charms. This is part of the Tous “beary sweet n’ chic” collection.

Tous ad

Tourneau’s ad features Edifice’s solar-powered, atomic timekeeping watch.

There are other jewelers including Links of London, Effy and Pomellato next to key editorial features and the back cover.

Meanwhile, hospitality brands take up a considerable amount of real estate. Fairmont’s Hamilton Princess, The Cosmopolitan and Casa de Campo are just some of the hotel brands featured in October’s issue.

Cosmopolitan ad

Niche rich
Many luxury brands are taking advantage of specific audiences through advertising in niche publications.

For example, advertisers including Louis Vuitton, Cartier, Hermès, Ralph Lauren, Ermenegildo Zegna, Dolce & Gabbana, Burberry and Salvatore Ferragamo are targeting the 60 percent male audience of WSJ. Magazine’s October men’s style issue (see story).

Also, Giorgio Armani, Ermenegildo Zegna, Tod’s and Louis Vuitton are just some of the advertisers in Fairchild Fashion Media’s new M magazine that is geared towards an affluent male audience (see story).

Indeed, marketers including Chanel, Hermès, Ermenegildo Zegna, Salvatore Ferragamo, Burberry and Rolex advertised in Manhattan’s September issue (see story).

Since Manhattan is trying to target a very specific audience, it makes sense that it attracts brands that wish to connect with the same readers.

Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York

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Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.

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