Tiffany & Co. is launching a limited edition luxury smartphone starting at $1,800K for a sterling silver model. Their target market is a tech-driven generation aged 25-44, interested in art, fashion, and luxury, who are affluent and college-educated professionals earning over $150K annually. Their media plan includes magazine advertisements, newspaper placements, and events in Los Angeles, Sacramento, and San Diego to generate awareness and buzz around Tiffany & Co.'s first luxury smartphone.

1. Limited Edition Luxury Smartphone
By Devin Barrett, Lily Derella, Emily Frederick

2. TECH
FASHION
LUXURY
DESIGN

4. Digital Media

5. PRODUCT PLACE
PRICE PROMOTION
Tiffany & Co.
Luxury Smartphone
Starting at $1,800K
for Sterling Silver
Events in Los Angeles,
Sacramento, & San Diego
Tiffany & Co.
Flagship Stores

6. Target Market
• Tech-driven generation
• Interested in art, fashion, & concerned with luxury
• 25-44 years old
• Affluent, college-educated professionals
• HHI: $150K+

7. • #1: Reach 40% of target
market to increase sales
by at least 5% through
various forms of media
placement (i.e.
magazines,
newspapers, digital)
Media Objectives
• #2: Through our digital
presence on
Instagram, Twitter and
Tumblr, we aim to
reach our target market
and garner 15+ million
engagements

8. • #1: Advertise in 9
Magazines + 3
Newspapers, and host
3 events in major
California cities to create
awareness for the first
luxury smartphone
Media Strategies
• #2: Live on various digital
platforms, including
Instagram, Twitter and
Tumblr to generate buzz
and highlight the spirit of
innovation within Tiffany &
Co.

9. Magazine Selection

10. Cost P4C:
$189,888
Audience (000):
11,587
• Fashion
• Luxury
• Legendary

11. Audience (000):
7,196
Cost P4C:
$217,373
Negotiated P4C:
$209,038.50
• Culture
• Fashion
• Global

12. • Fashion
• Elite
• Lifestyle
Cost P4C:
$110,310
Audience (000):
3,360

13. • Leader in Mens
• Luxury
• Style
Cost P4C:
$106,835
Audience (000):
2,150
Negotiated P4C:
$106,005

14. • Culture
• Leader in Mens
• Fashion
Cost P4C:
$185,541
Audience (000):
6,210

15. • Art
• Style
• Culture
Cost P4C:
$116,495
Audience (000):
1,098

16. • Global leader
• Design
• Influencer
Cost P4C:
$150,006
Audience (000):
4,255

17. • Fashion
• Celebrity
• Mass Market
Cost P4C:
$191,300
Audience (000):
10,017

18. • Business
• Technology
• Innovation
Cost P4C:
$103,300
Audience:
791,555
Negotiated P4C:
$89,301

19. DMA’s + Events

20. P4C (Weekday):
$11,576P4C (Weekday):
$3,124
P4C (Weekday):
$77,259
Designated Market Areas

21. SACRAMENTO
Intimate Press Event
at The Crest Theatre
• Keynotes from CEO Michael J.
Kowalski & Design Director
Francesca Amfitheatrof
• Highlight core values of innovative,
cutting-edge design
• Top-tier media attendees & leaders
• Live-stream through Twitter’s
Periscope App from Tiffany & Co’s
account

22. LOS ANGELES
Short Film Series Presented by
Tiffany & Co. & LACMA
• Film series created by
contemporary art influencers
• Selected collaborators: Sofia
Coppola, Jeff Koons, Marina
Abramovic
• Highlight Luxury Smartphone
as an art object
• Premiere at LACMA
• Tumblr digital effort

23. SAN DIEGO
Private Dinner Party at
The Cresta Residence
• Private party to unveil the
Luxury Smartphone
• Unique tasting menu from
SD’s five-star restaurant,
Addison
• Create a sensory experience
• Exclusive installation and film
by artist Dustin Yellin
• @ArchDigest + Instagram digital
effort

24. MEDIA PLAN
January February March April May June July August September October November December
Week 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
Magazines Total Cost
Vogue 569,664
Vanity Fair 418,077
Town & Country 220,620
Details 212,010
GQ 556,623
W 232,990
Architectural Digest 150,006
InStyle 573,900
Fast Company 267,903
Total in Magazines 3,201,793
Newspapers
Los Angeles Times
Sacramento News Review
U-T San Diego
Total in Newspapers 98,207
Total for DMA Event/Digital
Media Efforts 300,000
Total Spent Per Month 984,688 692,621 720,028 902,663
Total Spent 3,600,000