Multilingual Business Communication

November 2, 2008

Where will Louis take you?

Filed under: Gerlinde Van Hauwermeiren, marketing communication — Tags: , , , , , — meertaligebedrijfscommunicatie @ 3:26 am

 

French luxury brand Louis Vuitton has been doing its best to establish itself as a universal fashion force to be reckoned with. And what better way of doing this than by launching a website and various marketing campaigns that promote travelling? However, after working with print ads for years, the company decided that “it was time to speak through a new medium.” Therefore Louis Vuitton launched a TV commercial that carries the name “Where will life take you?”, at the beginning of this year. In this commercial various images from all around the world are displayed. These no doubt aim to strengthen the company’s modern and cosmopolitan image, and they most certainly achieve that goal.

 

 

 

But for Louis Vuitton, exploring a new medium does not necessarily mean that the old marketing method is abandoned. As is stated on its website, Vuitton wishes to “communicate in two different, but complimentary ways.” That second way is the basis of the company’s steady ‘Core Values’ campaign. A campaign to which new names have frequently been added over the last year, the latest asset being actor Sean Connery. As does the ‘Where will life take you’ commercial, it aims to display Vuitton’s passion towards travelling, therefore the new strapline reads: “There are journeys that turn into legends. Bahamas islands, 10:07.” Just like the French company’s preceding celebrity ads, this one too will be featured excessively on its web pages, not only including pictures, but interactive menus as well. So keep an eye on that Louis Vuitton website!

 

 Gerlinde Van Hauwermeiren

 

Sources:

« Een Legende in de Bahamas » by Peter Van Dyck. Jobat 31 October 2008, p. 37.

http://www.louisvuitton.com/

http://www.fashionwindows.com/news/?p=87

http://www.brandrepublic.com/News/852052/Leibovitz-shoots-Sean-Connery-Louis-Vuitton-campaign/

http://www.cherryflava.com/cherryflava/images/2008/10/14/sean_connery_louis_vuitton.jpg (photo)

 

 

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1 Comment »

  1. I like your writing style. You write fluently and to the point. I do have my doubts about the strength of your topic. It fits in the category, but why is it so important that Louis Vuitton is using a new medium? Perhaps if you go a bit more in-depth by comparing with other brands, this could become a bit clearer.

    French luxury brand Louis Vuitton has been doing its best to establish itself as a universal fashion force to be reckoned with. And what better way of doing this than by launching a website and various marketing campaigns that promote travelling? However, after working with print ads for years, the company decided that “it was time to speak through a new media.” [a new medium] Therefore Louis Vuitton launched a TV commercial that carries the name “Where will life take you?”, at the beginning of this year. In this commercial various images from all around the world are displayed. These no doubt aim to strengthen the company’s modern and cosmopolitan image, and they most certainly achieve that goal.

    But for Louis Vuitton, exploring a new media does not necessarily mean that the old marketing method is abandoned. As is stated on its website, Vuitton wishes to “communicate in two different [,] but complimentary ways.” That second way is the basis of the company’s steady ‘Core Values’ campaign. A campaign to which new names have frequently been added over the last year, the latest asset being actor Sean Connery. As it – just like the ‘Where will life take you’ commercial – aims [flow: you have placed something between your subject and verb, which may hamper your reader a bit] to display Vuitton’s passion towards travelling, the new strapline reads: “There are journeys that turn into legends. Bahamas islands, 10:07.” Just like the French company’s preceding celebrity ads, this one too will be featured excessively on its web pages, not only including pictures [,] but interactive menus as well. So keep an eye on that Louis Vuitton website!

    Marilyn Michels

    Comment by meertaligebedrijfscommunicatie — November 16, 2008 @ 3:08 pm


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