tiffany and co project (3)
Post on 08-Jan-2017
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Limited Edition Luxury Smartphone
By Devin Barrett, Lily Derella, Emily Frederick
TECH
FASHION
LUXURY
DESIGN
Digital Media
PRODUCT PLACE
PRICE PROMOTION
Tiffany & Co. Luxury Smartphone
Starting at $1,800K for Sterling Silver
Events in Los Angeles, Sacramento, & San Diego
Tiffany & Co. Flagship Stores
Target Market
• Tech-driven generation • Interested in art, fashion, & concerned with luxury • 25-44 years old • Affluent, college-educated professionals • HHI: $150K+
• #1: Reach 40% of target market to increase sales by at least 5% through various forms of media placement (i.e. magazines, newspapers, digital)
Media Objectives
• #2: Through our digital presence on Instagram, Twitter and Tumblr, we aim to reach our target market and garner 15+ million engagements
• #1: Advertise in 9 Magazines + 3 Newspapers, and host 3 events in major California cities to create awareness for the first luxury smartphone
Media Strategies
• #2: Live on various digital platforms, including Instagram, Twitter and Tumblr to generate buzz and highlight the spirit of innovation within Tiffany & Co.
Magazine Selection
Cost P4C: $189,888
Audience (000): 11,587
• Fashion• Luxury
• Legendary
Audience (000): 7,196
Cost P4C: $217,373
Negotiated P4C: $209,038.50
• Culture• Fashion• Global
• Fashion• Elite• Lifestyle
Cost P4C: $110,310
Audience (000): 3,360
• Leader in Mens• Luxury• Style
Cost P4C: $106,835
Audience (000): 2,150
Negotiated P4C: $106,005
• Culture• Leader in Mens
• FashionCost P4C: $185,541
Audience (000): 6,210
• Art
• Style• Culture
Cost P4C: $116,495
Audience (000): 1,098
• Global leader• Design• Influencer
Cost P4C: $150,006
Audience (000): 4,255
• Fashion• Celebrity• Mass Market
Cost P4C: $191,300
Audience (000): 10,017
• Business
• Technology• Innovation
Cost P4C: $103,300
Audience: 791,555
Negotiated P4C: $89,301
DMA’s + Events
P4C (Weekday): $11,576P4C (Weekday):
$3,124P4C (Weekday):
$77,259
Designated Market Areas
SACRAMENTOIntimate Press Event at The Crest Theatre
• Keynotes from CEO Michael J. Kowalski & Design Director Francesca Amfitheatrof
• Highlight core values of innovative, cutting-edge design
• Top-tier media attendees & leaders• Live-stream through Twitter’s
Periscope App from Tiffany & Co’s account
LOS ANGELES
Short Film Series Presented by Tiffany & Co. & LACMA
• Film series created by contemporary art influencers
• Selected collaborators: Sofia Coppola, Jeff Koons, Marina Abramovic
• Highlight Luxury Smartphone as an art object
• Premiere at LACMA
• Tumblr digital effort
SAN DIEGO
Private Dinner Party at The Cresta Residence• Private party to unveil the
Luxury Smartphone
• Unique tasting menu from SD’s five-star restaurant, Addison
• Create a sensory experience
• Exclusive installation and film by artist Dustin Yellin
• @ArchDigest + Instagram digital effort
MEDIA PLANJanuary February March April May June July August September October November December
Week 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
Magazines Total Cost
Vogue 569,664
Vanity Fair 418,077
Town & Country 220,620
Details 212,010
GQ 556,623
W 232,990
Architectural Digest 150,006
InStyle 573,900
Fast Company 267,903
Total in Magazines 3,201,793
Newspapers
Los Angeles Times
Sacramento News Review
U-T San Diego
Total in Newspapers 98,207Total for DMA Event/DigitalMedia Efforts 300,000Total Spent Per Month 984,688 692,621 720,028 902,663Total Spent 3,600,000
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