Bottega Veneta posts ad on Great Wall of China for Chinese New Year 2022
MANILA, Philippines — Since last year, Italian luxury fashion house Bottega Veneta has been creating noteworthy craze for the way the brand veers away from traditional marketing strategies.
Case in point, the fashion house abandoned common marketing tools — deactivating its Instagram, Facebook, Weibo and Twitter accounts last year.
This year is no different, as Bottega Veneta recently took over a portion of the Great Wall of China with a digital screen, plastering it with an ad logo display. Plus Chinese characters were added into the ad showcase. The characters mean, "Happy New Year." The marketing execution is in honor of the Chinese New Year celebration, according to the brand.
The installation was also done in the brand's signature green, as well as a tangerine shade of orange. The brand chose the colors because they are a “symbol of luck in China.”
This latest ad display is another example of the brand's experimental marketing approach. Over the past year, the brand has been investing in eye-catching out-of-home advertisements, such as on rooftops near Los Angeles’ LAX airport, so passengers could see them as they were taking off and landing in the city.
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Talking about the decision for the brand to leave social media, Kering chief executive François-Henri Pinault said in February 2021 that the strategy is to allow social media users to drive the conversation around the brand, not the brand doing so for itself.
Creative director Daniel Lee announced his departure from the brand in November last year. Later that month, the brand named Matthieu Blazy, the former deputy of Raf Simons and Phoebe Philo, as his successor.
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