Who says the print media is losing its appeal. General Motors’ Cadillac has gone back to print ads to boost its rebranding efforts and at the same time regain the luxury luster which seemed to have eluded the car. The American automaker bought bi-fold, inside-cover ads in the January issues of W and Vanity Fair to promote its CTS-V coupe. Their ad was followed by top brands like Louis Vuitton, Marc Jacobs and Christian Dior.
In the field of fashion, style and luxury, the magazines Vanity Fair and W are targeting the thought leaders and so a lot of the luxury companies are depending on them to get their message across. Though, the message itself is important, in the sense, that it should resonate with the people and get them to talk about it.
Cadillac’s CTS-V coupe has a manufacturer’s suggested retail price starting at slightly more than $65,000. The reader profile of these magazines is affluent and not so young. The average net worth of the magazine’s readers is as high as $1.3 million. The magazines are obviously the best vehicles for the four page spread created by Cadillac and its agency. It is a good beginning but a long way before Cadillac repositions itself as a luxury brand.