360 DEGREES Weblog

Today’s IHT takes a closer look at the new Louis Vuitton TV and cinema campaign, including an interview with LV’s Head of Marketing, Pietro Beccari.

The new strategy takes the focus away from celebrities and products into a much more emotional brand-centric positioning.

“It is supposed to touch our clientele and viewers in ways that perhaps other media will not touch,” said Pietro Beccari, Vuitton’s head of marketing. “This is a way to say Louis Vuitton is different. It is something éphémère, but also something that stays.”

Vuitton said it would run the ad in “rigorously selected cinemas” and on cable and satellite channels that were likely to attract well-traveled audiences. These will include news channels like CNN and BBC World, which many business travelers watch in their hotel rooms, as well as outlets like the Golf Channel, Beccari said.

“We will not use television in the way Nutella is using it,” he said, referring to the chocolate-hazelnut spread.
– (International Herald Tribune)

This entry was posted on Thursday, January 31st, 2008 at 4:04 pm and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.