Luxury jewelers Cartier and CNN are teaming up for an integrated advertising campaign around the international TV networks new Ones to Watch programme.
CNN Ones to Watch will be a monthly show starting on 10 October that will aim to discover new talent from across a range of artistic and cultural fields including modern dance, classical music, filmmaking, architecture and sculpture.
The first episode will focus on portraiture and feature esteemed artist Jonathan Yeo creating a new portrait of English National Ballet artistic director and lead principal dancer Tamara Rojo.
Cartier will also be the exclusive advertiser of the CNN Ones to Watch microsite, where on-air programming will be complemented by online video content and interactive features related to the show.
Petra Malenicka, CNN’s vice president for advertising sales, EMEA, said: “Integrating Cartier’s association with CNN Ones to Watch with traditional spot vignettes and digital elements will maximise the impact that Cartier has amongst our unrivalled upscale audience. Luxury is proving to be an increasingly important sector with our high quality content to reach an engaged and valuable global audience.”
Béatrice Imbert-Forgeot, deputy managing director Zenithoptimedia France, who worked with CNN bring the advertising proposition to Cartier and coordinated the operation, said: “Bringing always more ROI to its client is key to Zenithoptimedia and this operation will bring a very high visibility and reach to increase awareness of Cartier Watchmaking know-how at a global scale in the months to come.”
Cartier, which was recently been involved in legal action to block websites pirating its products, have also announced they are to launch a new brand campaign aimed at the luxury men’s market at the Watches & Wonder exhibition in Hong Kong.