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)