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Νέα από την Ωρολογοβιομηχανία & Εκθέσεις εντός και εκτός Ελλάδος => Νέα & Ειδήσεις από την Ωρολογοβιομηχανία => Μήνυμα ξεκίνησε από: george_ στις Μάρτιος 15, 2010, 01:48:44 μμ
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PATEK PHILIPPE LAUNCHES A NEW AND EXCLUSIVE INSTITUTIONAL CAMPAIGN
Following the successful launch of the Patek Philippe Seal in 2009 and the advertising developed to support the announcement, Patek Philippe is launching a dedicated institutional press campaign.
The advertising, which will run alongside the Corporate Men's "Generations" campaign and the Ladies' campaign, will reinforce what the Patek Philippe brand values over and above the pieces themselves: its family heritage, unique levels of craftsmanship, and constant innovation. From research, it has been established that the strength and uniqueness of the Generations campaign is based on emotion, and that the values and behavior of the brand matter to consumers just as much as the technical aspects of the timepieces
The approach to the institutional campaign is therefore to frame messages in an emotional way, creating a personalized dialogue with the reader and always emphasizing the deeply rooted family values and uninterrupted history of the brand. The Patek Philippe Seal remains at the center of all the messages as a symbol of the company's values. The executions take the form of a personal letter from President Thierry Stern describing what, for him, makes a family owned watch company different from any other one. The art direction of the ads ties into the brand campaign with the use of beautiful black and white photography and the brown color used in the Corporate Men's "Generations" campaign.
The campaign will launch globally in March 2010 with three new executions around servicing of the watches, independence, and personal commitment. They will run predominantly in print and at points of sale. The media strategy revolves around dominant quality dailies and influential trade publications."
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