Receive the latest articles for free. Click here to get the Luxury Daily newsletters.

Tag Heuer targets affluent travelers with QR codes in airline mag

May 27, 2011

Swiss watchmaker Tag Heuer is targeting wealthy travelers by incorporating QR codes into print ads that feature the opening of its new boutique in Las Vegas.

Tag Heuer is advertising on magazines, such as Hemispheres, that target travelers. The brand could be using this as a way to influence jetsetters to come to Las Vegas to the new boutique.

“TAG Heuer’s QR code strategy is focused on extending our customer’s engagement with the brand, delivering interesting content and driving awareness and consideration of our product, as well as providing ‘where to buy’ information with our retail partners, social sharing opportunities and additional content,” said Joshua Sherman, marketing manager of Tag Heuer North America, New York.

Tagging up
The Tag Heuer ad is on the back cover of Hemispheres.

The main image The visual is showing the evolution from “the Time of Trip,” an historical branded timepiece present in racing
cars at that time to measure the speed with time with a mechanical movement, per Tag Heuer.

The image is showing the timepiece’s transformation throughtout the brand’s history to its newest in-house movement used in the Carrera 1887.

The QR code is found on the bottom right.

Some information about the new Tag Heuer boutique in Crystals at City Center, Las Vegas, is found at the bottom. It also explains that the boutique is new.

When consumers scan the bar code, they are brought to a mobile site where they can explore all of the Tag Heuer models.

Consumers can click on individual products to look at new photos and detailed information about the watches.

Individuals may browse through the Carrera collection and also view a full gallery.

A detailed site depicting the Tag Heuer boutique and Crystals at City Center is available to view.

The mobile site incorporates information, phone numbers, social media sites and videos to further engage consumers.

Cracking the code
The Tag Heuer tactic serves two purposes.

The first is that consumers can engage with different types of media via mobile.

Consumers often depend on mobile to connect them with brands if there is not a boutique nearby or if they are not near a computer to check out the Web site.

The second purpose of the QR code is to drive customers to the new boutique.

A good amount of Las Vegas visitors are affluent, and therefore could have interest in Tag Heuer’s new boutique.

“Tag Heuer reaches luxury consumers through several channels, including publications that appeal to business travelers,” Mr. Sherman said.

Many of the brands that use QR codes are trying to drive customers in-store for possible transactions.

Automaker, watch and jewelry consumers are most likely not going to buy these products via mobile. Therefore, brands need to bring them in-store in a new and exciting way.

Since QR codes are still generally new to the mass market.

Moreover, the brands that use them are benefiting because consumers are still interested in using them and are excited about it.

“Tag Heuer’s QR strategy includes magazine, newspaper and out-of-home outlets,” Mr. Sherman said.

“Additionally, QR codes included in our direct mail campaigns, catalogs and in-store displays where consumers can interact with the brand,” she said.

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.