CNN International is the exclusive global media platform selected by Gucci to increase brand awareness and promote its Men’s Tailoring collection during the Milan, Paris, New York and London fashion weeks taking place in September.
The multi-faceted campaign on CNN consists of a month of 30” advertising spots, the sponsorship of a theme week of travel features coverage called Elite Escapes, and integrated digital elements. The advertising campaign is focused on promoting the Gucci Men’s Tailoring collection and follows the iconic fashion brand’s first ever global TV campaign, which ran on CNN in December 2013. CNN is the exclusive global media platform for Gucci’s campaign due to an unrivalled reach amongst male high income earners and luxury consumers combined with sponsorship of a high quality editorial proposition.
CNN International delivers an important audience for luxury brands such as Gucci, reaching 49% of luxury consumers across EMEA and Asia, 24% more than the nearest competitor (Monthly TV or online reach amongst int’l TV News brands / GEMS 2012 (Europe, Middle East, Africa and Asia – 47 markets) // IPSOS). Importantly, for a male-focused luxury campaign such as the Gucci Men’s Tailoring collection, CNN reaches 60% of male high income earners across EMEA and Asia, 18% more than the nearest competitor (Monthly TV or online reach amongst int’l TV News brands / GEMS 2012 (Europe, Middle East, Africa and Asia – 47 markets) // IPSOS).
The main element of the campaign is Gucci’s sponsorship of Elite Escapes, a week of daily segments airing on CNN International in EMEA and Asia prime time on CNN Newsroom and the recently-launched The World Right Now with Hala Gorani. Starting on 1 September, Elite Escapes will traverse the globe to discover a diverse mix of travel treasures. Exclusive locations profiled during the theme week will range from the Nihiwatu resort in Sumba, Indonesia, to an exclusive tour of the prestigious Antinori vineyards, near Florence, Italy.
A special Elite Escapes microsite will complement the on-air programming. This microsite will feature video content, articles and image galleries, covering experiences such as cruising the Galapagos, to salmon fishing from retro tug boats in Canada, to the ultimate in deluxe hotel stays in Morocco, and more
The creative production for billboards, co-branded promotions and online branding is developed by Turner Commercial Productions, CNN International Commercial’s advertising sales creative solutions division.
“CNN is delighted to again have Gucci on-board as the exclusive sponsor for a visually stunning week of special coverage about some of the world’s most elite travel locations,” said Antonio Canto, Vice President, Regional Ad Sales, EMEA, CNN International. “CNN sees luxury as one of the fastest-growing sectors turning to pan-regional brand solutions, and this particular proposition – tailored for Gucci and its business objectives – shows how brands can associate with high quality content to reach and engage with an upscale global audience of male high income earners and luxury consumers.”
Notes to Editors:
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About CNN International
CNN’s portfolio of news and information services is available in five different languages across all major TV, internet and mobile platforms reaching more than 380 million households around the globe. CNN International, awarded “News Channel of the Year” by the Royal Television Society in 2013 and 2014, is the number one international TV news channel according to all major media surveys across Europe, the Middle East and Africa, the Asia Pacific region and Latin America. The CNN digital network is consistently one of the top news and current affairs destination on the web. CNN has 42 editorial offices and more than 1,100