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Tiffany & Co. Holiday Campaign 2011

I selected the Tiffany & Co 2011 Holiday campaign for a creative international campaign due to its amount of advertising coverage. Covered in international magazines like W, Elle, Glamour, and People this advert received coverage worldwide.

Tiffany & Co is known for its advertising directive of luxury and the perceived notion of what love is supposed to be. In the holiday 2011 campaign they featured Laetitia Casta, a former Guess and Victoria’s Secret model, and Lee Pace, a famous American television and silver screen actor. It shows what every woman in love would like to imagine their holiday season. The advert shows Casta and Pace as a loving couple in snowy New York City, one variation even shows the pair building a snowman (Sam, 2014).

It was one of the first advertising campaigns that made me want to go into advertising. As a high school student, I cut out the advert from every magazine I could and hung it in my room. This idealistic aspect of love and hope during the holiday season is exactly what Tiffany & Co was aiming for. The adoration for family, friends, and lovers runs high especially during the holidays and Tiffany’s capitalized on those feelings.

BusinessWeek comments on Tiffany & Co’s income. At the end of this holiday season Tiffany & Co had a total of $2,151.4 million gross profit at the end of their fiscal year (Businessweek, 2014). And in the annual report Tiffany & Co spent $234.05 million, only 6.4% of net sales, on advertising. This advertising includes cost for worldwide advertising, which in turn includes costs for media, production, catalogs, Internet, visual merchandising (in-store and window displays), marketing events and other related items (Investor.tiffany.com, 2012).