Luxury Movie Marketing Season

After the Spring Festival shopping boom in 2012, China's consumer confidence index (CCI) experienced a rise and fall, facing the growing consumer market, the first half of 2012 and the first half of 2011.

The advertising spending in various industries increased significantly compared with the previous year, except for luggage and bags, the industries showed varying degrees of growth, and the overall situation was optimistic.

In the first half of 2012, luxury brand advertising TOP 10 accounted for 50% of the cosmetics industry, and ranked the top five in the cosmetics industry, and four became a luxury liquor brand and a jewelry brand.

In recent years, there has been a rise in luxury brands.

Heat.

For example, Louis thirteen hand in hand with Stanley Kwan, Olympic champion Zhuang Yong and entrepreneur Wang Dafu's experience as the script to launch the "beyond the legendary talent king", Louis Weedon tells the fashion show backstage story "LVMJ:Olivier Zahm Diary", Chivas 25 years together Wong Kar Wai and the famous model Dujuan filmed "the heart of the world", Dior's fashion micro film "secret garden", "shooting dance together" and so on.

In general, micro film is closer to the quality of film than advertising, and can convey the value of corporate culture more comprehensively. Therefore, it has become a new mode of advertising marketing for luxury brands.

In addition, because luxury goods are closely related to consumers' external image and taste, luxury brands often rely on the charm of celebrities to increase their brand "aura" and are keen on other marketing modes.

The red carpet is often the "battleground" of all luxury brands. Brands will invite stars to wear them.

Jewelry, bags and so on, using media coverage of activities to expose publicity, to highlight its brand value and image.

In addition, from Tiffany's breakfast to sex and the city, gossip girl, luxury brands have been marketing advertisements in film and TV series for a long time.

In the movie "love outstanding" starred by Chen Yao in China, there are many famous figures such as Hermes, Versace and so on. Recently, Na Ying has also appeared in LV's new autumn suit.

The selection of well-developed film and television programs or programs can, on the one hand, make good use of the scarce resources of high quality. On the other hand, it can keep the brand image in the long term and cover consumers who are not touched by advertisements.

For example, Louis held thirteen wine tasting banquet tours, Sisley and other brands hosted a fashion dinner, Martell blue ribbon Cognac in the Centennial celebrations to invite Monaco royalty members to attend.

The essential element of such activities is to invite celebrities to attend, and then appear in entertainment and fashion news reports to enhance brand sentiment and value.