Luxury marketers upped the drama in their video strategies during the first half of this year by creating social films that likely helped them reach commerce, lifestyle and loyalty goals.
Since affluent consumers are researching travel opportunities both on desktop computers and on mobile devices, luxury travel brands were some of the first to optimize for mobile. Therefore, they were the first marketers to nail the medium.
Ultimat Vodka is portraying brand image and elevating awareness via multichannel efforts spanning print, geo-targeted digital ads, unconventional out-of-home marketing and sponsored events that encourage its core demographic to work less and play more.
Private aviation provider Flexjet is giving its owners exclusive offers under a partnership with Lake Austin Spa Resort in Austin, TX, that could stir up interest among locals for both Texas-based brands.
Luxury brands should bring tailored marketing strategies for male and female consumers over to mobile, but some efforts are more effective than others to trigger mobile commerce.
The Landmark Mandarin Oriental, Hong Kong, is partnering with apparel and accessories marketer Marc Jacobs to offer an exclusive tea inspired by the designer’s Lindy bag from the fall/winter 2012 collection.
The Ritz-Carlton, Lake Tahoe in Truckee, CA, is targeting consumers in town for the Tough Mudder competition by creating packages to relax active, affluent consumers before and after the event.
The reach of the digital landscape to the masses could make private aviation and yacht providers hesitant to spread their brand message on this medium. However, a luxury brand that does not enact a digital strategy will miss out.
Multiple spreads from marketers including Louis Vuitton, Chanel, Bally, Cartier, Giorgio Armani, Burberry and Bottega Veneta helped to push Condé Nast's Vanity Fair up 4 percent in ad revenue from this issue last year.
Luxury marketers' mobile presence is one of the most important touch points for a social strategy and, to keep up with the evolving landscape, brands should be looking for ways to differentiate the mobile commerce experience.
With new fashion label collections bowing in retail locations, email marketing is proving to be one of the best ways to drive traffic to bricks-and-mortar stores and on ecommerce platforms. However, there are some factors to keep in mind.
British automaker Aston Martin is showing the new Vanquish model to the United States market for the first time at status events and hosting invitation-only viewings and test drives at its private estate property.
Swiss watchmaker Roger Dubuis is aiming for deeper consumer contact through a relaunched Web site created with HTML5 and a storytelling and gaming element for maximum engagement.
