Tiffany and Co. x The Great Gatsby

 I believe that the integrated marketing communication techniques that Tiffany and Co utilized for the campaign of their exclusive collection for The Great Gatsby film, was extremely successful. Not only did it deliver a clear message of style, prestige, luxury and glamour, portrayed through various channels, it informed consumers and induced action for them to visit the Sydney store – even if to just view the range. Collaborating with Vogue magazine allowed the brand to target the campaign toward a specific market of fashionable women aged between 18-45 years with a medium to high disposable income, similar to that of the Tiffany and Co target consumers. 

Using a consistent message and theme across the broad range of communication elements, including print advertising, public relations, direct marketing and the contemporary approach of special events and sponsorship, allowed this campaign to be effective and compelling for consumers. As all elements of the integrated marketing campaign were staggered in a 3-week period, it saturated the market with the excitement and buzz of the film release in conjunction with the release of The Blue Book jazz-age-inspired Tiffany and Co collection.

(Source: Washington Post Online) 

Gala Dinner at Rockpool Bar and Grill

Tiffany and Co hosted a glamorous, jazz-age themed gala dinner at Neil Perry’s Rockpool in Circular Key to celebrate the relationship between the international jewellery company and The Great Gatsby. The dinner was co-hosted with Vogue magazine and attended by the cast of the movie, as well as director, Baz Luhrmann and costume designer wife, Catherine Martin. The VIP guest list included celebrities such as Ricki Martin, Gracie Otto and Erica Packer. Models were dressed head-to-toe in 1920’s inspired dress and decked out in the Tiffany and Co collection. This contemporary approach to marketing communications was successful as many newspapers and blogs reported on the event, as well as images in the social pages of magazines and newspapers. The lavish, flawless event captured the attention of the Australian public through the star-studded guest list and excitement around the premiere of the film.

Models at the dinner 

 (Source: Insieme.com.au) 

Model dressing for the event

Carey Mulligan, who plays Daisy in the film, with entertainment at the dinner

The 1920's inspired decor at Rockpool

Elizabeth Debicki, who plays Jordan Baker in the film, at the dinner wearing earring by Tiffany and Co

Model during the dinner

(Images sourced from Vogue Living Blog Online)

References: 

Chandra, J. 2013. The Great Gatsby fun continues with a glittery Tiffany & Co. Dinner. 
Available: http://www.popsugar.com.au/Great-Gatsby-Tiffany-Co-Sydney-VIP-Dinner-Pictures-30596983 (Accessed 5th July 2013)

Parr, A. 2013. Sydney's Finest Step Out to Fete Tiffany & Co. and The Great Gatsby.
Available: http://www.fabsugar.com.au/Inside-Syd-Dinner-Great-Gatsby-Tiffany-Co-30597921 (Accessed 5th July 2013)

The Vogue Living Blog Online. 2013. Tiffany & Co. and Vogue Great Gatsby Dinner. 
Available: http://blog.vogueliving.com.au/2013/06/05/tiffany-co-and-vogue-great-gatsby-dinner/ (Accessed 5th July 2013)

Vogue Australia May Issue

The Tiffany’s collaboration with Vogue Australia on the may issue was a smart decision as it enabled them to reach a large audience for the launch of the new product. According to Newspace.com, Vogue has a readership of 340,00 and a circulation of 51,291 nationwide. With the whole issue being themed 1920’s, interviews with the cast wearing the jewels from the movie, Tiffany’s advertisements throughout, a pull out copy of the catalogue for the Blue Book and jewellery featuring in the editorial content, readers were constantly reminded of the Tiffany’s collection. This successfully targeted the Tiffany’s customer by going through a different and appealing outlet to the consumer.

Front Cover of Vogue May Issue 2013 as well as accompanying images from the issue

(Source: Vogue.com.au)

(Source: Culturelab.com)

References:

Newspace Online. 2013. Vogue Australia. 

Available: http://www.newsspace.com.au/vogue_australia (accessed 16th June 2013) 

Wong, Z. 2013. Tiffany and Co for The Great Gatsby. 

Available: http://www.vogue.com.au/fashion/jewellery/tiffany+co+for+the+great+gatsby,22929 (accessed 16th June 2013) 

Sponsorship of the Australian premiere of The Great Gatsby

On Wednesday 22nd May, Sydney played host to the Australian premiere of The Great Gatsby film. The large-scale event, attended by cast and crew as well as Australian media and celebrities, was partly sponsored by Tiffany and Co. 

The approach to create a media wall for the celebrities to stand in front of while walking the red carpet was effective, as it had the Tiffany and Co logo in front of the consumers face repeatedly. The innovative style of having the media wall the colour of the famous Tiffany and Co box recognized the brand and associated it with the glitz, glamour and fashion of the film. 

In my eyes, Tiffany and Co should have taken the sponsorship one step further and dressed the celebrities in the jewellery or had models on the red carpet wearing the jewels. It would have made the experience slightly more interactive for media and attendees. However, it was successful because the images of the celebrities in front of the media wall were published in magazines and papers the next day.

Cast and Crew of The Great Gatsby in front of the Tiffany Blue media Wall 

(All images courtesy of News.com.au)

References: 

Harris, A. 2013. The Great Gatsby has a star-studded premiere in Sydney, Australia. 

Available: http://www.news.com.au/entertainment/movies/the-great-gatsby-premieres-in-sydney-australia/story-e6frfmvr-1226648442000 (accessed 26 June 2013) 

Tiffany & Co, The Great Gatsby and Vogue Magazine

With the release of the film, came the campaign print advertisements for the Tiffany and Co range. These were heavily featured in women’s publication, Vogue Australia, in the month before and during the premier of the film. This was a well-thought approach used by Tiffany and Co as it created hype and sat well alongside the advertisements for the film itself. With the two print campaigns running at the same time, it allowed consumers to create a connection between both the film and the collection.

Tiffany and Co and the Great Gatsby joined forces with Vogue to create a Great Gatsby inspired May Issue. This featured most of the Tiffany and Co print advertisements. Collaborating with Vogue was a positive idea as it targeted the right audience for Tiffany and Co jewellery – fashionable females aged between 18-49 years, currently employed and in the ABCD quintile. Even if the targeted consumer wasn’t able to afford pieces from the Great Gatsby collection, they were drawn to the store with the possible option of buying a less expensive item – an effective technique utilized by Tiffany and Co to boost sales and grasp the attention of consumers.

Print Advertisement for Tiffany and Co

 (Source: Tiffany and Co Online) 

Print Advertisement for Tiffany and Co

(Source: The Essentialist) 

Cover of Vogue Australia May Issue

(Source: Newsspace.com)

References: 

Newspace Online. 2013. Vogue Australia. 

Available: http://www.newsspace.com.au/vogue_australia (accessed 16th June 2013) 

Wong, Z. 2013. Tiffany and Co for The Great Gatsby. 

Available: http://www.vogue.com.au/fashion/jewellery/tiffany+co+for+the+great+gatsby,22929 (accessed 16th June 2013)