BABY BOOMERS AND BEYOND: LUXURY SUBSTANTIALS
Our Boomers, or Luxury Substantials, value luxury experiences and exceptional product.
Meet our Luxury Substantials: a
For Luxury Substantials the Luxury Connection centres upon experiences. They are open to hearing about new collections, new-upgrades for big-ticket items and invites to come in
Their shopping experience expectations are for a more one-on-one in-store experience. She is on many VIP email lists and last week went to Giorgio Armani with the girls to hear the editor of Vogue introduce the new collection. These are the personalised touches that get her in store to buy.
He is also a VIP as he’s known as a big gifter. As brand
Media Connection – traditional media like newspapers and magazines remain absolutely trusted sources for inspiration and consideration, particularly for travel and entertainment. Even though they are not digital natives, Baby Boomers appreciate technology and very much value the experience they have with a brand.
This is a huge opportunity to marry data-driven personalised, digital marketing with in-store and experiential marketing. As they are not huge social media users (usually just follow the kids and grandchildren), it also supports the continued implementation of a proven and
Our portfolio of prestige brands; The Australian, Wish, Vogue Living, Delicious and prestige community publications such as The Wentworth Courier and The Bayside Leader respect baby boomer’s values and identities. They offer powerful connections across digital, print and experiential activations. And they are proven to drive consideration and conversion for retail, automotive, travel, real estate and financial brands.
We offer sophisticated methods to target a baby boomer audience at scale and make it easy to buy across our portfolio of prestige digital assets including display, video or native content.
Our network of prestige community publications
Source: EMMATM, conducted by Ipsos MediaCT, 12 months ending February 2018
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