Check out Louis Vuitton's first TV ad.
In an unusual marketing move for a fashion and luxury goods brand, Louis Vuitton said Tuesday that it planned to advertise in television for the first time, with a travel-themed 90-second spot what was shot in France, Spain, India and Japan.
The campaign, which debuted on Feb.15, will run on cable and satellite television channels and in cinemas around the world, Vuitton said.
The Louis Vuitton ad, aims to promote the brand itself, rather than a specific product.
"It is supposed to touch our clientele and viewers in what perhaps other media will not touch," said Pietro Beccari, Vuitton's head of marketing. "This is a ways to say Louis Vuitton is different. It is something ephemere, but also something that stays."
Beccari said the ad would be particularly useful in reaching new audiences in fast-growing markets like China, where the image of Vuitton may be less established than in Western countries.
Vuitton said it would run the ad in "rigorously selected cinemas" and on cable and satellite channels that were likely to attract well-traveld 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 Gold Channel, Beccari said.
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