5 things in luxury this week | 22nd Aug 2022

In the height of summer each year, there are a couple of classic things on consumers’ minds, but even more so post-pandemic. In the midst of countless heatwaves, rejuvenated social lives and a penchant for luxury living, there’s a commonality to be found among this week’s marketing news: it’s dominated by the luxury escapes, state-of-the-art electric cars and refreshing drinks that consumers are dreaming of in the summer heat. Combining classic brands with new avenues of customer engagement, here’s what made the headlines this week.

1. Hilton “It Matters Where You Stay” by TBWA\Chiat\Day New York

The one true luxury many consumers weren’t able to indulge in over the past two years is travel, meaning now many are willing to pay a premium for it. And this bottleneck of eager customers and limited availability makes for a stellar combination for those with something to offer. Aiming to remind of the comfort of hotels that dominated a pre-AirBnB world, Hilton have launched a new campaign with perhaps still the world’s most famous heiress: Paris. The collection of videos highlights the perks of the hotel experience, with staff on hand, the ability to bring your pets, booking connecting rooms for your closet – or, as she adds with a twinkle in her eye, for your family.

Client: Hilton
Agency: TBWA\Chiat\Day New York

2. Marriott Bonvoy “Here”

Following last year’s “Where Can We Take You”, Marriott’s first campaign since handing its creative reigns to TSLA in May comes in the form of “Here.” Designed for Marriott’s loyalty programme Bonvoy, this advertising push is focused toward consumers in the Asia/Pacific region, with a separate campaign focused on Greater China to launch in September. Reminding consumers of the joys of travelling, TSLA moves away from the dream of perfect luxury experiences and highlights the amusing, candid and altogether unexpected moments that crop up while travelling. The campaign will run through until the end of the year and will be displayed in locations such as Seoul’s Gimpo airport, the Shibuya crossing in Tokyo and on in-flight entertainment with Singapore Airlines. While Marriott is perhaps the largest hospitality company in the world, this accessible campaign may well entice consumers looking to enjoy travel to test the waters in one of their many luxury outfits.

Client: Marriott
Agency: TSLA

3. Jaguar “Reimagine”

While last year, Jaguar Land Rover CEO Thierry Bollore announced the Reimagine plan – looking to replace the current generation of vehicles with a new fleet of ultraluxury electric vehicles in 2025 – a new marketing campaign launched this month features ads and videos targeted for advertising in high-end magazines, with Harper’s Bazaar, Elle and Esquire among the chosen outlets. And while you might think the car is the star of the show, this is a real move toward ultraluxury, the ads looking even more at home in the pages of fashion magazines that you might think, with the understated cool of the vehicle acting almost as a backdrop.

Client: Jaguar Land Rover

4. Cadillac x US Open

Starting with 2022’s US Open, Cadillac is set to replace Mercedes in a multiyear sponsorship deal with the American outfit of the Grand Slam. Cadillac’s commitment to innovation, luxury and quality – and its status as one of the quintessential iconic American brands – comes like a gift from the tennis gods. In keeping with tradition at the US Open, Cadillac owners who drive to the tournament will receive complimentary parking in select paid lots, while on Friday, September 2nd, lucky fans with receive a front-row, courtside seat upgrade, with the first 10,000 fans arriving in the evening receiving a Cadillac “Be Iconic” hat. With the tournament just weeks away, this marks the beginning of an exciting push of customer engagement and lets the luxury brand highlight its electric Cadillac Lyric.

Client: Cadillac

5. Cîroc Vodka Spritz

Premium Vodka brand Cîroc’s instantly iconic Cîroc Spritz has been in the news a lot recently: for its collaboration with up-and-coming luxury lifestyle brand Romeo Hunte – favourite of both Beyonce and Michelle Obama – and of course for its association with Sean “Diddy” Combs, but this week it was the ready-to-drink product’s new ad “Tuning” on everyone’s lips. Following on in the trend of luxury lifestyle brands bringing consumers easy-to-digest content and, naturally, products, Cîroc’s newest product is marketed around all things summer, with the brand even presenting a “summer vibes” playlist on Hypebeast. Let late summer roll on.

Client: Cîroc (DIAGEO)
Design: Pierre-Antoine Cossard

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