Ch. 16 - Advertising, Public Relations and Sales Promotion

 Louis Vuitton commonly uses print ads in magazines and billboards in cosmopolitan cities. It previously relied on selected press for its advertising campaigns (frequently involving prestigious stars like Steffi Graf, Andre Agassi, Gisele Bündchen and Catherine Deneuve) shot by Annie Leibovitz. However, Antoine Arnault, director of the communication department, has recently decided to enter the world of television and cinema: The commercial (90 seconds) is exploring the theme "Where will life take you?" and is translated into 13 different languages. We can clearly see diversity in their advertisements. 
This is A quest for freedom and adventure, introducing the new Spirit of Travel Campaign from Louis Vuitton starring Michelle Williams and Alicia Vikander

French leather goods maker Louis Vuitton is Luxury Daily’s 2014 Luxury Marketer of the Year for its seamless transition to new creative director Nicolas Ghesquiere’s vision.

Louis Vuitton won over first runner-up Hermès and second runners-up Dior for keeping a consistent visibility across channels. Throughout this year, all three brands showed a strong ability to keep their presence known through efforts spanning print and online, maintaining key placement in important fashion publications and speaking directly to their audience through social media. Louis Vuitton has also entered the publishing game itself. Starting in October Louis Vuitton began publishing “The Book,” a biannual, in-house glossy magazine. The branded print publication will be translated into 11 languages and mailed only to select Louis Vuitton clients. 
Louis Vuitton populated its Fall 2011 runway with supermodels like Kate Moss, Amber Valletta, Carolyn Murphy, and Naomi Campbell, but you wouldn't guess it based on the collection's campaign. Instead of its usual top model or actress seasonal face, the brand went with very young, in some cases: 16-year-old Zuzanna Bijoch, 15-year-old Daphne Groeneveld, 20-year-old Gertrud Hegelund, 16-year-old Nyasha Matonhodze, 20-year-old Anais Pouliot, and Fei Fei Sun, who was born in 1989.
The Louis Vuitton company seeks to cultivate a celebrity following and has used famous models, musicians, and actors such as Keith Richards, Madonna, Sean Connery, Michelle Williams, Matthias Schoenaerts, Jennifer Connelly, Hayden Christensen, Angelina Jolie, Gisele Bündchen and most recently David Bowie in its marketing campaigns. On 2 August 2007, the company announced that the former USSR leader Mikhail Gorbachev[29] would appear in an ad campaign along with Steffi Graf and Catherine Deneuve. Many rappers, most notably Kanye West, Juicy J and Wiz Khalifa have mentioned the company in certain songs.