The Colbert Committee, which brings together the big French luxury names, is launching an advertising campaign in China to appeal to young people on social networks and for which it has brought together 66 French luxury houses and cultural institutions.
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The “
French Luxury WeChat mini-program
”
campaign
will be launched on April 16 in China, the leading luxury market, on the WeChat platform, targeting young Chinese aged 20-35.
Target: 90 million Chinese visitors
"
We would like to share with them our passion, our tradition, our demand for quality and our love of beauty because they are the decision-makers of tomorrow and they are often the ones who influence our choices
", explained Jean-Marc Gallot, chairman of the commission. the international influence of the Colbert Committee and CEO of Veuve Clicquot, during a press presentation.
"
Through this campaign, if we had 90 million Chinese visitors, we would be very happy,
" said Bénédicte Epinay, general delegate of the Colbert Committee.
This program, created in partnership with the Chinese agency Adventi, offers an immersion in the stories of French luxury through travel maps combining themes of Chinese culture, luxury houses and French institutions.
Guided by a buffalo whose year China celebrates, the user will have the opportunity to win invitations or products from different partners that he can enjoy in China or France. The Colbert Committee did not wish to communicate on the cost of the countryside.
"
This is the only time, thanks to the Colbert committee, where the whole of French luxury can express itself (...) It is the opportunity for the houses to collaborate with each other
", underlined Hélène Poulit-Duquesne. , president of Boucheron, eager to "
defend French luxury and the French art of living
".
Read also: The global luxury market continues to grow, driven by China (study)
The Colbert Committee, founded in 1952, brings together 85 French houses (Chanel, Cartier, Guerlain, Dior, Saint Laurent, Hermès, the Hotel Ritz, Château d'Yquem ...) and 16 cultural institutions (the Louvre, the Château de Versailles, Air France, the French Comedy ...)