Produced by industry lobby group TSA Limited (TSA) the latest issue confirms that the luxury market is one of the biggest success stories in print. TSA says brands understand the physical quality of print ‘screams luxury’, and are tapping into the power of print to appeal to this lucrative market.
According to Zenith’s Luxury Advertising Expenditure Forecast, luxury advertising spend rose by three per cent in 2016. This report also indicates that despite increasing digital investments, print remains the most important medium for high luxury advertisers.
Kellie Northwood, executive director, TSA says, “Print caters to those brands who wish to carefully select both whom they speak with and the language they use. As soon as brands enter into digital, film or social media, what was once considered luxury is now within reach. The ubiquity of the internet goes against everything luxury has to offer.
“Print offers more control over messaging, imagery, placement and voice allowing a certain connection and emotion to occur when simply touching printed pieces.”
Issue three readers will be treated to the latest local (ANZ) and global campaigns from brands who are are using paper and print to offer an upscale experience superior to other channels:
* Genevieve Brannigan, director, Communications Collective discusses the rise of luxury in Australia, and how printed materials play a powerful role in conveying the identity of luxury brands, ensuring a seamless brand experience at every touch point;
* Stuart Shepherd, executive creative director, Redhanded Communications explains how print aids luxury brands in authentically communicating their brand vision; and
* Ashley Masefield, Fleet & Business national sales manager, Jaguar/ Land Rover, tells us how print enables Jaguar/ Land Rover to communicate its brand value and luxurious nature in a way that drives an emotive connection and response.
Additionally, this issue contains stories on everything from premiumisation of packaging and newly launched luxury publications, to luxury print embellishments, and detoxing from digital as a luxurious activity.
To showcase how print holds the key to opening the luxury doors, Two Sides partnered with Whirlwind to print and digitally finish the VoPP Mag cover with foil and varnish embellishments on its new MGI JetVarnish 3D Evolution.
TSA says by raising the sequins and adding foil to the woman’s dress, enhancing her lips and hair with varnish and highlighting the balustrade, the cover now epitomises everything luxe.
Driven by the latest news, trends and research, VoPP Mag continues to celebrate successful multi-channel campaigns to inspire new ideas and ignite conversations with its readers.
This article appeared in the Australian Printer in January 2018: