tiffany and co project (3)

Limited Edition Luxury Smartphone

By Devin Barrett, Lily Derella, Emily Frederick

TECH

FASHION

LUXURY

DESIGN

Digital Media

PRODUCT PLACE

PRICE PROMOTION

Tiffany & Co. Luxury Smartphone

Starting at $1,800K for Sterling Silver

Events in Los Angeles, Sacramento, & San Diego

Tiffany & Co. Flagship Stores

Target Market

• Tech-driven generation • Interested in art, fashion, & concerned with luxury • 25-44 years old • Affluent, college-educated professionals • HHI: $150K+

• #1: Reach 40% of target market to increase sales by at least 5% through various forms of media placement (i.e. magazines, newspapers, digital)

Media Objectives

• #2: Through our digital presence on Instagram, Twitter and Tumblr, we aim to reach our target market and garner 15+ million engagements

• #1: Advertise in 9 Magazines + 3 Newspapers, and host 3 events in major California cities to create awareness for the first luxury smartphone

Media Strategies

• #2: Live on various digital platforms, including Instagram, Twitter and Tumblr to generate buzz and highlight the spirit of innovation within Tiffany & Co.

Magazine Selection

Cost P4C: $189,888

Audience (000): 11,587

• Fashion• Luxury

• Legendary

Audience (000): 7,196

Cost P4C: $217,373

Negotiated P4C: $209,038.50

• Culture• Fashion• Global

• Fashion• Elite• Lifestyle

Cost P4C: $110,310

Audience (000): 3,360

• Leader in Mens• Luxury• Style

Cost P4C: $106,835

Audience (000): 2,150

Negotiated P4C: $106,005

• Culture• Leader in Mens

• FashionCost P4C: $185,541

Audience (000): 6,210

• Art

• Style• Culture

Cost P4C: $116,495

Audience (000): 1,098

• Global leader• Design• Influencer

Cost P4C: $150,006

Audience (000): 4,255

• Fashion• Celebrity• Mass Market

Cost P4C: $191,300

Audience (000): 10,017

• Business

• Technology• Innovation

Cost P4C: $103,300

Audience: 791,555

Negotiated P4C: $89,301

DMA’s + Events

P4C (Weekday): $11,576P4C (Weekday):

$3,124P4C (Weekday):

$77,259

Designated Market Areas

SACRAMENTOIntimate Press Event at The Crest Theatre

• Keynotes from CEO Michael J. Kowalski & Design Director Francesca Amfitheatrof

• Highlight core values of innovative, cutting-edge design

• Top-tier media attendees & leaders• Live-stream through Twitter’s

Periscope App from Tiffany & Co’s account

LOS ANGELES

Short Film Series Presented by Tiffany & Co. & LACMA

• Film series created by contemporary art influencers

• Selected collaborators: Sofia Coppola, Jeff Koons, Marina Abramovic

• Highlight Luxury Smartphone as an art object

• Premiere at LACMA

• Tumblr digital effort

SAN DIEGO

Private Dinner Party at The Cresta Residence• Private party to unveil the

Luxury Smartphone

• Unique tasting menu from SD’s five-star restaurant, Addison

• Create a sensory experience

• Exclusive installation and film by artist Dustin Yellin

• @ArchDigest + Instagram digital effort

MEDIA PLANJanuary February March April May June July August September October November December

Week 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234

Magazines Total Cost

Vogue 569,664

Vanity Fair 418,077

Town & Country 220,620

Details 212,010

GQ 556,623

W 232,990

Architectural Digest 150,006

InStyle 573,900

Fast Company 267,903

Total in Magazines 3,201,793

Newspapers

Los Angeles Times

Sacramento News Review

U-T San Diego

Total in Newspapers 98,207Total for DMA Event/DigitalMedia Efforts 300,000Total Spent Per Month 984,688 692,621 720,028 902,663Total Spent 3,600,000