Chapter 16 - Advertising, Public Relations and Sales Promotion

Successful companies always have exclusive commercial tactics, impeccable strategies and creativity for their products. Social media is the most direct pathway to convey messages to the market and customers. In this chapter, we are introduced to the advertisement domain. Media impacts our lives every day; you can never go past a day without observing ads. Cartier has been awarded as 2012 Luxury Marketer of the year, and they use of multichannel campaigns that keep up its mystique in the eyes of consumers.

The first time while I watched the Cartier film which was released in March 2012, “L’Odyssee de Cartier “, it was absolutely stunning and jaw-dropping. In three and half minutes, they tell Cartier’s history that started out as jeweler to European royalty by delve into an imaginary world that is inhabited by its designs including the famed Cartier Panther, Tutti Frutti, the Santos watch and the dazzling jewelry of the maharajas. Cartier spent $5.3 million and two years at this elaboration. The film was spread via Cartier’s web site, online magazine and social media, and its highly reviewed in YouTube.

Cartier also took a multichannel approach to raise awareness for the release of the new Tank Anglaise watch this year. Cartier showed the history of its iconic Tank timepieces in a video and Facebook experience that launched at June, 22. With a focus on heritage and craft, Cartier released a 70-second video called “Never Stop Tank” that showcases the Tank watch model alongside the evolution of the arts.

Apple products are profoundly involved in our daily lives; Cartier has used the tendency to engage customers through their applications. You can simply go to iTunes, the media player and media library application developed by Apple company, and download “Cartier Art Magazine”, “Cartier Fine Watchmaking”, “Cartier Bridal for iPad” and “Rouge Cartier E-Magazine”. Those are all free and international available. The latest launch was the “Cartier Art Magazine” on August 8, 2013. Cartier’ E-Magazine is a prestigious art and culture magazine created in 2001 and published three times a year: February, June and October. Born of a desire to offer new ways of looking at art and the art of living, each issue focuses on a different theme, addressing subjects like design, gemstones, seduction, and ornaments.


When we think of Cartier and celebrities, we can never forget how gorgeous Princess Diana’s iconic style in her life with her jewelry, she had a Tank watch and a gold Tank Francaise. When she passed away in 1997, the royal legend is that Prince William asked for the Tank watch on a leather strap, because she had taught him how to tell time using it. First lady Michelle Obama posed for her first official White House portrait in pearls and her stainless steel Tank Francaise. Angelina Jolie, the named Hollywood’s highest-paid actress has worn both the Cartier Tank on a leather strap and the gold Tank Francaise, and also a Love Bracelet fan.

The downside about Cartier is they seldom have discount promotion, and they always have a stable solid price. The company more focuses on the quality instead of the marketing price. As I always say, Cartier is not made for everyone.