Global luxury goods brand Louis Vuitton wraps the Herald to celebrate new Sydney flagship store

Global luxury goods brand Louis Vuitton today ‘wrapped’ a special edition of The Sydney Morning Herald in a high quality, four page advertising spread as part of the celebrations to mark the opening of its new flagship store in Sydney tomorrow.

The wrap’s front page features an image of the new Louis Vuitton store in George Street in Sydney’s CBD, while inside is a double page spread using the brand’s signature creative treatment.

In a first for an advertiser in The Sydney Morning Herald, the wrap is printed on 150GSM stock, which gives it a high end premium feel that aligns itself with the Louis Vuitton brand.

Fairfax Media FX Creative Manager Zac Skulander said: “We are very excited with the results, particularly as we have only ever wrapped the Herald a few times in our entire 180 year history..

“It was fantastic to partner with Louis Vuitton and media agency Mediacom to bring this communication to life. As a truly great premium brand, Louis Vuitton has very close synergies with the Herald’s readership, and to be able to help celebrate the new store’s opening was an excellent opportunity for us.

“We are happy that we have been able to make this happen and to have it look and feel so amazing has been the icing on the cake for our client,” he said.

The wrap was featured in 15,000 copies of the Herald distributed in Sydney’s CBD this morning.