The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer | N/A

August 27, 2014 | 2 min read

Gucci has entered an exclusive partnership with CNN International to promote its Men’s Tailoring collection during the Milan, Paris, New York and London fashion weeks taking place in September.

The multi-faceted campaign consists of a month of 30-second advertising spots, the sponsorship of a week of travel features called Elite Escapes, and integrated digital elements.

The advertising campaign is focused on promoting the Gucci Men’s Tailoring collection and follows the luxury fashion brand’s first ever global TV campaign, which ran on CNN last December.

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 profile a diverse mix of exclusive locations during the week, including the Nihiwatu resort in Sumba, Indonesia, and an exclusive tour of the Antinori vineyards, near Florence, Italy.

A 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.

CNN International's vice president of regional ad sales, EMEA, Antonio Canto, said the broadcaster was “delighted” to be pairing up once more with Gucci.

“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.”

The creative production for billboards, co-branded promotions and online branding was developed by Turner Commercial Productions, CNN International Commercial’s advertising sales creative solutions division.