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) 

The Jewels of The Great Gatsby Exhibition

In April 2013 Baz Luhrmann’s much anticipated film, The Great Gatsby, was released globally. Tiffany and Co, an internationally recognized luxury jewellery brand, collaborated with the director to create a one of kind collection inspired by and worn in the film. Tiffany and Co also announced their annual Blue Book collection at the same time of the movie release, which is based on the film and the Jazz age of the 1920’s. Many marketing communication channels were integrated into the collaboration such as digital marketing, interactive marketing, special events, sponsorships, print advertising and public relations to create a consistent and effective campaign.

Tiffany and Co took an interactive approach to sales promotion by creating an exhibition of the pieces worn in the film in their stores worldwide. The exhibition was held in the Sydney City store from May to June 2013. This successfully drew much media attention for the jeweller as Baz Luhrmann and his costume designer wife, Catherine Martin, officially opened the exhibition. I feel this was a successful marketing tool as it effectively communicated to its target and prospective customers the new range and established an association with one of the most highly awaited films of this year.

The Tiffany and Co Australia Website showing details of exhibition 

 (Source: Tiffanyanco.com.au)

A close up of the window display for The Great Gatsby at Tiffany and Co 

(Source: InStyle.com) 

Window Displays at the Tiffany and Co exhibition 

(Source: InStyle.com)

A sketch of a necklace in The Blue Book Collection 

(Source: InStyle.com)

References: 

InStyle Online. 2013. Whats Right Now: The Great Gatsby Windows and Collection at Tiffany and Co. 

Available: http://www.instyle.com/instyle/package/general/photos/0,,20689923_20692416_21309831,00.html (accessed 16th June 2013) 

Tiffany and Co Australia Online. 2013. The Jewels of The Great Gatsby Exhibition. 

Available: http://www.tiffany.com.au/About/News/Article.aspx?id=87 (accessed 16th June 2013) 

Yee, H. 2011. Tiffany and Co partners with The Great Gatsby. 

Available: http://www.harpersbazaar.com.au/fashion/tiffany-and-co-partners-up-with-the-great-gatsby.htm (accessed 16th June 2013)