Cannes Lions
FLEISHMAN-HILLARD INTERNATIONAL COMMUNICATIONS, Beijing / TIFFANY / 2011
Overview
Entries
Credits
Description
In October 2006, Tiffany & Co. unveiled its first Blue Book Collection, showing the finest designs and gemstone jewellery that Tiffany has to offer each year, at its 5th Avenue flagship store. Four years later, as China is becoming one of the most significant luxury markets, Tiffany launched its Blue Book Collection in Beijing - the first time that the collection has debuted outside New York. A series of previews was organised for the Chinese press, and private selling events were organised for guests from all over the world. The closing event of the campaign, An evening of Tiffany glamour in Beijing, was presented at the prestigious Imperial Ancestral Temple, next to the Forbidden City, with special performances by Donna Summer and a roaster of Chinese celebrities. Following the evening, coverage was immediately and widely seen on Chinese online portals, and the event was the most talked-about fashion topic in town. We masterminded the event with fully-integrated PR techniques, including traditional media, social media, and celebrity endorsement.
Most importantly, the Blue Book campaign marked the first time that a luxury brand in China took advantage of new media platforms to carry out PR communications.
Execution
Pre-event:To create nationwide media buzz around the key merchandise within the Blue Book Collection, a press preview and photo shoot were arranged in June. From July to October, two stages of stories were developed and pitched with media for earned editorial placement along with paid advertorial exposure, to further reveal the heritage and traditional values behind the Collection. Event:On 21st and 22nd October, 150 editors and bloggers were invited to Tiffany’s Beijing boutique to appreciate nearly 200 pieces from the Blue Book Collection. 18 one-on-one interviews with the most influential media were arranged for the top five management executives. And on the red carpet at the gala, 53 representatives of the entertainment press (TV, print, and online), were invited to capture one of the most impressive celebrity line-ups of the year.
Outcome
Media coverage for the campaign was widespread, with an estimated audience reach of almost 3.7 billion impressions, and equivalent ad value of 10 million USD. Highlights included placements in such fashion titles as Vogue, Bazaar and Elle. Broadcast coverage was extensive with more than 100 million impressions including CCTV2 “Morning News” and CCTV2 “Global Finance Connection” (talk show with one of China’s most influential anchors Rui Chenggang). Impressions of online/social media placements were up to 3 billion, and the headline and images of the gala evening were seen prominently on the homepage of most leading Chinese online portals, including sina.com, sohu.com, and 163.com.
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