Robb Report which had originally started as a private newsletter to help sell personal collections matured into a first of its kind advertorial and caters to an affluent clientele. It has grown over the years with many country specific editions and a digital edition as well. The theme of the July edition is ‘Toys of Summer’ and understandably the advertisers are predominantly automakers. Lamborghini, Rolls-Royce and BMW along with two different Four Seasons properties dominate the July issue of the digital Robb Report. The usp of the digital edition is that it allows consumers to interact and connect with luxury marketers in an exclusive space. John C. Anderson, Vice President responsible for digital publications of the publisher CurtCo Media points out at the focus on quality, craftsmanship and connoisseurship which has brought Robb Report to this stage.
Luxury Carmakers Showcase Top Models
The digital edition is able to attract some of the top brands in auto, travel, jewelry and watches, consumer electronics and fine wine and the advertisers are repeating their ads in more than one issue because the brands feel that Robb Report’s digital audience gives them access to their target audience. Lamborghini has advertised its Gallardo LP 550-2 Spyder in the current issue. The ad has an image gallery and a link to a mobile site as well as their YouTube page. BMW is there to showcase their 7 Series. They have an elaborate three page spread highlighting the interior and exterior specifications. Apart from the image gallery and configurator the test drive feature is very interesting. Rolls Royce, the British luxury car has a five page spread in the July issue. The Phantom vehicles have been showcased. All the four cars are featured on the first page and when the visitor taps on a particular car he is taken to the individual model page. You can view the image gallery and go to their site to download a brochure.
Four Seasons Advertises Two Properties
Four Seasons has also reposed faith in the digital edition to access its target customers. They have taken out two ads for two different properties. The first one is Maui at Wailea and the other is Scottsdale property at Troon North location. The image of the property leads you to the resort page and image gallery. The travel marketers highlighting their luxury offerings include Tourism Australia and Meadowland Napa Valley. The other luxury brands advertising their wares in the Robb Reports are Lugano Diamonds who has created videos, catalogs and a mobile site for the issue and Breguet who have highlighted their Type XXII high-frequency chronograph through a digital slideshow. Spirit and wine brands and high-end burger joint add variety to the July issue of the Robb Report. Users also have access to the ‘videos you may have missed’. You may scroll by category like automobiles, motorcycles, aviation, boating and yachting, fashion and jewelry, watches, pens and accessories, art and collectibles, travel, spirits and cigars, home and electronics to check the products of your choice. The interactive ads have created more satisfied readers and helped the marketers immensely.