MEDIA PLAN & STRATEGY

LA CHAISE ROUGE

LA CHAISE ROUGE

Name of Company: La Chaise Rouge

High- end Furniture Company

Limited numbers of pieces per collection

Everything is red or in statement colors

Uniqueness is the differentiation point for the company

High Quality and innovative design

Luxury living

LA CHAISE ROUGEThe Luxury of Uniqueness

AUDIENCE

Adults 35 – 64 yrs old HHI: 175K+ Married Home Owner College or Graduate Degree Lifestyle Profile:

She has an interest in interior design. Knowledge of new trends in high end design pieces. Interest in quality, no matter how the cost. She throws dinner parties often and is frequently

entertaining guests at her home. She owns an exclusive city loft or townhouse with a

small deck or patio.

AUDIENCE

AUDIENCE

“A significant difference between incomes of college graduates and those with advanced degrees suggests that reaching the upper levels of the affluent base

($150K+) means appealing even more strongly to consumers’ sense of intelligence”

“Display ads purchased at online newspapers provide a highly targeted means of reaching well-educated affluents. The Pew Center reports that more than a quarter (28%) of survey respondents who have attended graduate school cite a newspaper website as where they go most often for news and information,

compared to just 16% of those with just a college degree”

“Affluent respondents are also much more likely to have used a smartphone application like Shopper (for iPhone) or ShopSavvy (for Androids) to assist in

making a purchase. This is consistent with a higher level of familiarity and enthusiasm for newer technologies, and also reflects a higher likelihood of

smartphone ownership”

Source: Mintel’s Marketing to Affluent Consumers Report - US - July 2010

OBJECTIVES

Why does the company need to advertise? New in American Market since 2009 Strong market share in the European market First campaign in the US before the company was

working just trough WOM.

OBJECTIVES

What is the advertisement going to accomplish?

BRAND AWARENESS

MEDIA STRATEGY

COMUNICATE brand personality.

BOND with the audience using online tools.

CAMPAIGN“I’m rouge what about you?” Audience

Women between 35 – 54 yrs old. HHI: 175K+ Married Home Owner College or Graduate Degree Think Gossip Girl’s Lily Humpfrey

CAMPAIGN“I’m rouge what about you?” Platforms

Online Publications Elle Décor The New York Times – Home & Garden The New York Times Magazine Vanity Fair

Mobile sites for the publications mentioned above

CAMPAIGN“I’m rouge what about you?” Type of Ads

Online Publications Rich Media

Expandables Video

Pre-Stitials Pre-Roll Email

Mobile Pre- Roll

CAMPAIGN“I’m rouge what about you?” Plan Details:

Budget$1,500,000

Online and Mobile Media Sites

Home & Décor Lifestyle Fashion & Style

Dates March to May 2011 To be able to catch the Spring and Summer

celebrations. Recommendations:

If approach is effective is recommended to follow with a Autumn – Winter campaign to target the holidays celebrations.

POTENTIAL PARTNERSELLE DECOR

POTENTIAL PARTNERSTHE NEW YORK TIMES

POTENTIAL PARTNERSVANITY FAIR

POTENTIAL PARTNERSTHE NEW YORK TIMES MAGAZINE

Appendix:

Gossip Girl’s

Lily Humpfrey