Background:

Lou La Vie is a luxury car rental company in Miami. They are currently expanding to include concierge services for their customers. Lou La Vie would like to attract a new client base and increase the brand's awareness. Lou La Vie means Rent the Life which directly speaks to the aspirational luxury market.

What I Learned:

  • Luxury is about authenticity, history, and unique experiences. You buy premium products but you enter into a relationship with luxury products.

  • The aspirational luxury market is dwindling while the high end luxury market is growing stronger.

Target:

High end travelers.

The sky is the limit for this market and it continues to grow. They have strong opinions and expectations when they travel. 

Insight:

They don’t want their standard of living to be compromised because they changed locations.

Strategy:

Change your city, keep your class.

What I learned about me as a Strategist:

This creative brief needed to be done in one day. I learned that with quick research and following my gut instinct I can accomplish a lot in a little time.

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Miami Ad School - New York Student Work