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)