Louis Vuitton launches first ever TV campaign

Louis Vuitton is moving into television advertising for the first time with an ad featuring model Arizona Muse as the the French fashion house looks to broaden its audience.

The luxury brand is rolling out the TV spot globally as part of its wider ‘L’Invitation au Voyage’ push. It follows Muse as she travels to the Louvre in Paris to recover a letter before leaving in a hot-air balloon.

The advert is being supported with a Facebook app, which ran a teaser earlier this month. Additionally, the print campaign includes placements in high end- media including Vanity Fair.

Luxury brands such as Luis Vuitton have previously used placements in high-end to build awareness. The French brand’s foray into TV could see the brand boost its profile among consumers outside its traditional demographic of high-net-worth individuals.

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