Cartier

Project

In the realm of top world jewelry brands, the globally-renowned French jeweler Cartier has earned the title, “King of Jewelleries and Jewellery of Kings” due to its unmistakable, finely crafted offerings.  Brought to mainland China in 1995 in response to domestic economic development, Cartier’s brilliance, elegance and exuberance was enthusiastically introduced to the country, where its impeccable international reputation and one-of-a-kind artistry quickly won the market over.  As one of the most rapidly developing markets in the world, China has become increasingly more important in Cartier’s global expansion strategy. 

Objectives

For the past 5 years, RFA has been involved in  a number of major Cartier events on a project basis.  The relationship was first established with the launch of Art de Cartier in Shanghai in 2004, Cartier’s heritage and the world’s most prestigious jewelry and luxury exhibition.  RFA developed a comprehensive media strategy with a 6-month media outreach program to help build Cartier’s image as the leader in contemporary and antique jewelry.  The media activities included on-going extensive feature distribution and pitching for lead-up, during-event and wrap-up periods; pre-event press conference in Beijing and Shanghai, opening ceremony and press conference, press releases, interview pitches for top tier media, media center, media website and small-scale guided media tours.  Heavy coverage was achieved from April 2004 to April 2005, and Cartier’s leadership positioning in the jewelry and luxury industry was again reinforced.

In 2007, RFA provided the media strategy, counseling and communication programs for the Ballon Bleu de Cartier China Launch in Shanghai, the biggest Cartier product launch in mainland China. The launch event was successful in shaping the message and story to set the positioning of Ballon Bleu de Cartier, another classic art piece collection in Cartier’s history.

RFA’s achievements also include the 2006 Cartier Love Launch in Shanghai and Beijing, in 2008, Inde Mysterious High Jewelry in Shanghai, the Cartier Women’s Initiative Awards (CWIA) in Beijing and the Cartier Polo Event in Shanghai, which not only delivered outstanding media coverage, but also created positive perception among trendsetters as well as target consumers.

In 2009, RFA has been assigned as Cartier’s retainer PR agency in China to provide strategic counseling and on-going communications programs to help Cartier further enhance its leadership image, not only in the top markets such as Beijing and Shanghai, but also to expand into the developing 2nd and 3rd tier cities.

http://www.cartier.com