Bottega Veneta, the Italian luxury house, has captured attention with its latest advertising campaign celebrating Chinese New Year. After being absent from social media for over a year, the Kering-owned brand has chosen a massive outdoor campaign to make a statement. The campaign takes place on one side of the Great Wall of China, showcasing a giant illuminated ribbon featuring the brand’s logo and the phrase “Bonne Année” in Mandarin.
The choice of location and timing is strategic, as China gears up to celebrate the start of a new year. This cultural and economic event presents an opportunity for Bottega Veneta to connect with Chinese consumers on a deeper level. The colors used in the campaign, such as the brand’s signature green and lucky orange in Chinese tradition, further reinforce the message.
In addition to the campaign, Bottega Veneta’s CEO Bartolomeo Rongone has announced a donation to support the restoration of the Shanhai Pass, an important historical site of the Great Wall. This charitable aspect adds another layer of significance and purpose to the campaign, aligning the brand with cultural heritage and conservation efforts.
This trend of major luxury brands opting for large-scale outdoor campaigns, particularly after months of lockdowns and curfews, indicates their adaptability and desire to create impactful experiences for consumers. Fendi, for example, stood out during the holiday season with its illuminated activations around the world, utilizing iconic landmarks like Times Square in New York and the Burj Khalifa in Dubai.
By utilizing iconic landmarks and carefully crafting messages and aesthetics, brands like Bottega Veneta and Fendi can create memorable experiences that resonate with their target audience. In an era of digital overload, these physical displays offer a refreshing break from the digital realm, allowing brands to stand out in a crowded market.
The success of these campaigns also highlights the importance of storytelling and experiential marketing in capturing consumers’ attention and loyalty. Whether through digital platforms or grand outdoor displays, brands that can create meaningful connections and moments will thrive in the ever-evolving luxury industry.
Useful Links:
1. Bottega Veneta Official Website
2. Fendi Official Website
