The $30 million print effort starts in May issues of women's fashion magazines throughout Europe and Asia and follows in the U.S. in July.
In adopting a global approach, Van Cleef is joining a growing group of fine European jewelers, including Cartier and Bulgari, that have introduced ad campaigns over the past year that strive for universal consistency.
INDUSTRY TREND TO UNIFIED IMAGE
"It is a trend in the business. What we've recognized is that our consumer is an international, traveling consumer. It is necessary to have a unified image," said Marie Beauchard, media director at Van Cleef based in Paris.
Van Cleef has gone so far as to use French as the language for all its European ads. Ads are being translated for U.S. and Asian markets.
"In Europe, we are known for our very strong French image, so we are using French in our European ads to give us more impact regionally," Ms. Beauchard said.
Van Cleef is adopting a global approach as business grows outside its native country. While France still accounts for an estimated 50% of the jeweler's $100 million in revenues, sales are growing in Asia and the U.S., where the jeweler has boutiques in such upscale pockets as Beverly Hills, Calif., and Hong Kong's tony Peninsula Hotel.
Russia is also producing big-ticket sales since a Moscow boutique opened in mid-March, while Korea and Hong Kong are up-and-coming regions for the jeweler.
The campaign, handled by French agency Colorado, Paris, departs from prior ad approaches that emphasized Van Cleef jewelry as works of art. The new ads feature an American model of Cherokee descent.
"We think this kind of approach [jewelry as art] is passe," said Ms. Beauchard. "We decided that the emotion was just as important as the logic and so we went for sensual, sentimental advertising.
15% SPENDING HIKE
The budget for the new campaign represents a 15% increase over last year's ad spending for the French jeweler, said Ms. Beauchard, adding that spending will be higher next year as money spent this year on production is shifted into media.
The media schedule includes W and Town & Country in the U.S.; La Seine and JJ in Japan; Vogue, Harpers & Queen, Madame Figaro and L'Official in Europe; and Tatler in Hong Kong.
About half the media spending is concentrated in France. One-third of the spending is in the U.S., with most of the remaining 20% of the budget earmarked for Asia.