LUXUO examines how LVMH's road to Olympic victory with branding, acquiring prime locations and launching sustainability initiatives.
LUXUO examines LVMH’s road to Olympic victory this Summer 2024 Games in Paris with branding, acquiring prime locations and launching sustainability initiatives.All eyes are set on this year’s Summer Olympic games in Paris with an estimated draw of 1 billion people who will be watching the event around the world and 326,000 in-person attendees.
It goes without saying that as the commercial partner of a mainstream sports event, LVMH will be expected to receive extensive exposure to a global audience through various marketing channels associated with the Olympics, including television broadcasts, digital platforms, and onsite signage. The first step is product placement and integration. There is an international recognition of the five multi-coloured Olympic rings.
Utilising the Parisian skyline, LVMH unveiled its “The Rooftops” campaign showcasing LVMH athletes paired with emblematic Paris monuments including the Fondation Louis Vuitton, the Panthéon, Montmartre and the Sacré-Coeur, the Arc de Triomphe and the Eiffel Tower. The video campaign was released in 60-second and 30-second versions and reprised in event schedule billboards for the Olympic & Paralympic Games Paris 2024 and on social networks, plus five display and print formats.
LVMH has also invested in retail expansion by shifting the perspective of physical stores into hospitality retail as a way to expand its brands’ ecosystems and to create immersive premium experiences and that allow for the elevation of each brand under the LVMH umbrella.
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