Model Julia Nobis leaning on Louis Vuitton trunks featured in the “Spirit of Travel” ad campaign/Photo: Louis Vuitton
Luxury brand Louis Vuitton has long provided haute travelers with the finest quality luggage for sojourns around the globe, but the French design house is now making an even stronger push to target fashion-minded wayfarers.
The brand’s travel-themed, Spring 2015 marketing campaign is now being featured in New York Magazine’s blog, The Cut. The optimized ads, which can be viewed on both desktop and mobile versions of the blog, feature the bright blue skies and deep blue waters from the brand’s “Spirit of Travel” campaign shoot in the Caribbean. The campaign offers a welcome escape for travelers in New York City and beyond who have suffered through a brutal winter and are ready to escape in spring.
On mobile platforms, the ad appears as a banner across the top of the blog, with the name “Louis Vuitton” and the words “Spirit of Adventure ” written against the backdrop of the Caribbean sky. The desktop version is quite similar, with the banner expanding to border the navigation bar of New York Magazine’s website, with a corresponding ad placed on the page, further drawing eyes to the campaign. The corresponding ad features images from the campaign’s photo shoot with photographer Patrick Demarchelier.
Once clicked, the ad takes visitors to a landing page where they are presented with options on how to explore the “Spirit of Adventure” campaign. Louis Vuitton’s various handbags and trunks are lovingly showcased against the backdrop of the Caribbean. Visitors can either watch the entire campaign film, or choose between the featured bags and view them individually. The full campaign video features each piece of the Louis Vuitton collection, and is constructed as a narrative about “a modern voyager.” Models are shown walking through various terrain with the pieces of luggage in tow.
“By splitting the handbag collection into chapters, Louis Vuitton is able to tell a story about each style,” says Gay Gabrilska, senior vice president of operations at Gravit8 Marketing. “They are essentially saying one size doesn’t fit all, so understand the ins and outs of each design and then decide which one suits your style, similar to when you pick up a good book and you want to understand every facet of a character’s personality.”
After viewing the various videos, customers are taken to a page where they can flip through a slideshow of different images in the campaign and click on icons to learn more about each of the featured pieces. Customers can then add items to their online shopping bag or call customer service for help. Unfortunately, Louis Vuitton’s trunks, which can be seen throughout the campaign, are not available to purchase online.
Fashion marketing insiders came away with positive things to say about the campaign. “One of the key focuses of brands executing good mobile campaigns is to surprise and delight the consumer and Louis Vuitton does just that,” says Jeff Gunderman, President of Eye, New York. “Incredible imagery and great online and mobile executions. You want to spend time exploring.”
Louis Vuitton isn’t alone in creating specialized mobile campaigns for their collections. Burberry has also experimented with banner ads on travel websites like Departures. Louis Vuitton’s Spring 2015 campaign is available here.
(Via Luxury Daily)