Outdoor is a great vehicle for luxury brands.

Screen Shot 2016-03-28 at 8.50.55 PMInsider is aware that out-of-home is a great vehicle for luxury brands.   His best performing billboard has been anchored for years by a jeweler which promotes expensive watch and jewelry brands on the board.

Landor.com has a post titled “How outdoor advertising works for the luxury market.”  The post makes some interesting points:

  • Outdoor is suited for luxury brands because it permits story-telling and luxury brands rely on storytelling to sell.
  • Outdoor offers the scale to allow luxury brands to appear larger than life.  Think Calvin Klein spectaculars in Times Square.
  • Digital is allowing luxury brands to personalize.  Lexus in England used digital billboards with vehicle recognition technology to tailer messages to drivers of non-lexus cars.
  • Airport advertising is great for luxury brands as well because it targets wealthy international travelers.
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