BMW of North America is raising awareness for the all-new X1 by driving a vehicle to parks, beaches, forests and other recreational areas across the U.S. and asking consumers to fuel a $120,000 donation via Facebook.
Fairmont Hotels & Resorts’ The Plaza hotel in New York is channeling the energy for the upcoming Fashion Week by offering an exclusive package and a chance to meet a designer marketed primarily through a combination of digital and partnership efforts.
Jaguar is using musician Lana Del Ray as the spokesperson for its new F-Type model, but some experts are questioning whether the singer is the right choice for the automaker's image.
Since mobile is a channel that consumers can choose to use in-store to enhance the physical shopping experience, it is the ultimate way for luxury marketers to interact with existing and potential customers on an opt-in basis.
High-end beauty brands such as LVMH Moët Hennessy Louis Vuitton, Chanel, L’Oreal Paris and Clarins are accompanied by fashion labels Cartier and Diane von Furstenberg in the inaugural issue of Condé Nast's Allure Russia.
Approximately 69 percent of luxury marketers are expected to increase their advertising spend on online video this year, according to findings from Martini Media and Digiday.
While luxury marketers continue to reach affluent consumers in top metropolitan areas via multichannel efforts, there are strategies to effectively spread a brand message even further to outlying cities.
Since affluent consumers are looking for luxury brand products and store locations on their smartphones and tablets, implementing a search strategy on mobile Web browsers is of the utmost importance.
High-end advertisers including NetJets, Ralph Lauren, Hublot, Four Seasons and Hermès are targeting affluent Robb Report readers through the Private Aviation Sourcebook that is offered with the September issue.
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In mobile advertising today, value has to flow three ways: between publishers, users and advertisers. Giving better value, not buying better space, is where advertisers need to focus.
Italian label Dolce & Gabbana released a social video dedicated to its women’s and men’s fragrances that is likely to add an element of lust similar to other scent-related campaigns from luxury brands.
In time for arguably the most-influential issue of the year, Vogue Paris is flaunting a redesign for its September edition to offer a new look-and-feel that the brand hopes will confirm its position as the leading women’s fashion magazine.
BMW is adding direct mail to the comprehensive push for its first four-door coupe, the 6 Series Gran Coupe, likely to pique the interest of affluent consumers who prefer print over digital marketing channels.
Precision-cut crystal maker Swarovski is tapping consumers’ competitive spirit in its Fashion’s Night Out campaign by hosting a street-style contest via the Instagram mobile application to be judged the night of the event.
