In Australia, the luxury market is maturing. With growth being driven by the wealthy Asian market, delivering luxury experiences is top of mind for brands. According to IBISWorld, this has pushed growth in luxury retailing to 11% a year over the past five years to reach $1.8 billion in 2016/17. This growth is forecast to continue at 8.2% a year to hit $2.7 billion in 2021/22. And the luxury advertising investment is following suit. In Australia, the premium ad market which includes everything from travel to automobiles is worth an estimated $750 million. According to Zenith’s Luxury Advertising Expenditure Forecasts, luxury advertising spend rose by 3.0% in 2016. This report also indicated that despite increasing digital investments, print remains the most important medium for ‘high luxury’ advertisers.
Going Luxe With Print
Jellis Craig produces a Weekly Property Journal and to celebrate the eighth day of the eighth month, an auspicious occasion for Chinese buyers, they solicited Neo, real-estate print and marketing specialists, and decided to print a special one-off cover. The cover featured imagery of a fish that wrapped from front to back and was finished with spot gloss and gold foil highlights, lifting this publication to premium status. This 170-page magazine successfully engaged its target audience, scheduled 80 auctions and led to record results and clearance rates for Jellis Craig.
Melbourne Theatre Company’s (MTC) production of its 2018 The Season brochure ensures that it delivers on MTC’s brand values: a sophisticated, visual style which signals high quality. The Brochure, which looks and feels much more like a luxury magazine, is filled with inspiring photography that allows the messaging to be clear and the stories to come to life. It is finished with a foil embellishment and printed on premium paper which reinforces MTC’s brand reputation for exceptional quality and refined performance.
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