""We were the first advertiser to really do major 24-page 'story' advertisements in The New York Times Magazine," said David Lauren, VP of communications at Polo Ralph Lauren - and son of Ralph. "My dad would run these big cinematic advertisements about safaris or the American West, and it helped to define the brand. Years later again our company took on 52 pages -- basically page 5 of Sunday Styles every weekend. That's become part of the new way of reaching our customer."
"The app will also provide, among other things, the only live video of Polo Ralph Lauren's Fashion Week runway show on Sept. 15, says AdAge. This is the first time a single marketer has bought out the app, which usually hosts six advertisers at once - and also the first time a marketer has had the pay wall suspended ."
Polo Ralph Lauren secured exclusive sponsorship of The New York Times iPad app, gaining the only live video of its Fashion Week runway show on Sept. 15 and replay access afterward. The purchase marks the first time a single marketer bought out the app and the first instance of a marketer having the pay wall suspended. The deal includes Fashion & Style, Travel, Home & Garden, the Magazine and Sports sections, but excludes News. The app, used by around 850,000 monthly users, will offer a catalogue-like experience and e-commerce capabilities and could be fully unlocked by advertisers.
Read at The Drum
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