KWE’s thoughts on Louis Vuitton’s latest campaign

via Luxury Daily

Louis Vuitton is tapping actress Angelina Jolie to benchmark its Core Values campaign, targetting wealthy jetsetters through a dedicated site and print advertisements.

The campaign consists of a two-page print ad that directs viewers to a Louis Vuitton microsite. With her humanitarian work and reputation for travelling, Ms. Jolie appears to be a good fit.

“Luxury brand marketers are in the storytelling business and the Core Values campaign is about travel and adventure stories that tie in with the spokesperson,” said Chelsea Orth, principal and general manager of KWE Partners, Miami.

“The storytelling approach is the most powerful driver of engagement in social media, where the media, consumers and influencers alike are connecting, interacting and sharing content,” she said. “Moreover, good stories give your consumers an excuse to spend, create an affinity and develop trust with the product, and help consumers feel more educated about a product.”

Ms. Orth is not affiliated with Louis Vuitton, but agreed to comment as a third-party. KWE Partners offers marketing and public relations services for all segments of the luxury travel, hospitality and real-estate.

Not spare change

The print ad features Ms. Jolie sitting in a traditional Cambodian wooden boat in the water of the Siem Reap province.

The actress is wearing simple, earth-toned clothes allowing the viewers to focus on the large, vintage monogrammed Louis Vuitton Alto holdall.
Ms. Jolie has owned this bag for years and has been photographed with it many times, making the ad feel all the more organic.

The tagline of the image reads, “A single journey can change the course of a life. Cambodia, May 2011.”

The theme for the Louis Vuitton core values campaign was the idea of travel as both a physical and emotional journey, per the brand. Cambodia has been an important place to Ms. Jolie since she first travelled to the country in 2000. The actress has since adopted her son from the country and completed numerous humanitarian acts in the country which have earned her honorary Cambodian citizenship.

Ms. Jolie described her first trip to Cambodia as a life-changing experience, and therefore agreed to be photographed there, according to Louis Vuitton. The campaign was shot by photographer Annie Leibovitz. Ms. Jolie’s fees for the photo shoot are being donated to charity.

Angelina Jolie - Louis Vuitton Core Values Campaign


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