What in The World Do You Get for a Multimillionaire?

If you are one of the very few people on earth who has an Ultra High Net Worth friend, perhaps you have faced the dilemma of trying to purchase a gift for them. After all, the very, very rich have birthdays too. (Of course, if you happen to be related to one of these UHNW [...]

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by on May 23, 2013  •  Permalink
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Posted by Michelle Yue on May 23, 2013

http://mascola.com/insights/what-in-the-world-do-you-get-for-a-multimillionaire/

High Net Worth Marketing – Not Just about BRICs

Many brands in the luxury sector are testing out portions of their marketing budgets in the BRIC countries (Brazil, Russia, India, China), some with more success than others. And who would blame them? Not only are the BRICs growing at an alarming rate, they are rumored to be plotting an overthrow of the dollar as the predominant international currency. Brands [...]

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by on May 17, 2013  •  Permalink
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Posted by Michelle Yue on May 17, 2013

http://mascola.com/insights/high-net-worth-marketing-not-just-about-bric/

Retro Ad of the Week: United Airlines, 1948

One of few airline marketing campaigns in the 1940s that highlighted the destination and not the service onboard. Smart move. FUN FACT: The story of a little fish swallowed by a big fish, which was swallowed by a bigger fish, and then ultimately spit back out again, Continental was originally in the business of air [...]

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by on May 10, 2013  •  Permalink
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Posted by Michelle Yue on May 10, 2013

http://mascola.com/insights/airline-marketing-retro-ad-of-the-week-lockheed-constellation-1947/

Retargeting: A Must for Tourist Attraction Marketing

Due to past negative experiences, many marketers have given up on online display advertising (banner ads). However, with improvements in technology, these once-maligned offerings are proving to be a viable option for legitmately increasing sales. When it comes to tourist attraction marketing, that means getting more people to your website, and ultimately, through your turnstiles. [...]

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by on May 7, 2013  •  Permalink
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Posted by Michelle Yue on May 7, 2013

http://mascola.com/insights/retargeting-a-must-for-tourist-attraction-marketing/

Retro Ad of the Week: Colonial Airlines, 1949

This ad is the perfect example of a common mistake made not just in the world of travel advertising, but in marketing overall. It’s not based on truth. No one would try to get to Bermuda on a pogo stick. If the exaggeration was even remotely funny, Colonial Airlines might have gotten away with it. [...]

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by on April 26, 2013  •  Permalink
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Posted by Michelle Yue on April 26, 2013

http://mascola.com/insights/travel-advertising-retro-ad-of-the-week-colonial-airlines-1949/

Why SFO Is a Brand and JFK Is Not

The Experiential Side of Airport Marketing On a recent trip to San Francisco, I got to experience firsthand the differences between San Francisco International Airport (SFO) and New York’s go-to international hub, JFK. And the differences are enormous. When people ask you whether you’re flying out of JFK or LaGuardia, and you answer the former, [...]

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by on April 24, 2013  •  Permalink
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Posted by Michelle Yue on April 24, 2013

http://mascola.com/insights/airport-marketing-jfk-vs-sfo/

Luxury Marketing / Retro Ad of the Week: Hartmann Wardrobe Trunks, 1920

How do you take a hollowed out piece of wood framed in steel and sell it to wealthy consumers? Like this: In case you can’t read the body copy, it reads: Travelers who value luxury, comfort and quiet distinction place their certain dependence upon the Hartmann Wardrobe Trunk. Not exactly copy brilliance, but simple and [...]

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by on April 19, 2013  •  Permalink
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Posted by Michelle Yue on April 19, 2013

http://mascola.com/insights/retro-ad-of-the-week-hartmann-wardrobe-trunks/

Volvo Takes the Pretension out of Luxury Marketing

I just read this article in Adweek about Volvo’s new campaign, which is pretty brilliant. The campaign goes after Mercedes and Audi, positioning the brand as luxury for real people, a strategy that we don’t often see in the world of luxury marketing. Here’s the TV spot that executes the strategy perfectly: What this campaign [...]

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by on April 17, 2013  •  Permalink
Posted in Have you read?, Have you seen?
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Posted by Michelle Yue on April 17, 2013

http://mascola.com/insights/volvo-takes-the-pretension-out-of-luxury-marketing/

Retro Ad of the Week: Royal McBee LGP-30, 1959

Who needs a desk when you have a computer? FUN FACT: When the LGP-30 launched it weighed 740 lbs. and sold for $47,000. (Source: Wikipedia)

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by on April 12, 2013  •  Permalink
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Posted by Michelle Yue on April 12, 2013

http://mascola.com/insights/royal-mcbee-lgp-30-1959/

A Tribute to Mad Men: Retro Cigarette Ads – Pall Mall, 1963

As a tribute to Mascola Group’s favorite ad agency show of all time (for some of us, our favorite show – period), we’ll be posting retro cigarette ads (and, don’t worry – retro alcohol ads too) throughout the weekend. Season 6 starts Sunday night! Sit back, light up a ciggy, and raise a glass to [...]

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by on April 7, 2013  •  Permalink
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Posted by Michelle Yue on April 7, 2013

http://mascola.com/insights/a-tribute-to-mad-men-retro-cigarette-ads-pall-mall-1963/

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