LUXASIA launches experiential Mont Blanc's Legend Red pop-ups in Jakarta

LUXASIA has unveiled its Mont Blanc’s Legend Red campaign around Jakarta.  According to LUXASIA, this is in partnership with Interparfums Asia Pacific and the launch incorporates a race-car game simulation. In order to showcase the fragrance’s thematic colours, the appearance of Jakarta’s local Vespa-racing community is red, black, and white.

As part of its marketing strategy, it has activities that include a DJ playing live music to #MakeItBold, entertaining the crowd filled with VIPs, Indonesian celebrities, KOLs, and representatives from key media outlets to be immersed with the multisensorial experience of the latest fragrance. Thinking bold, out-of-the-box, for unparalleled impact in line with the company's core values of courage, entrepreneurship, and excellence.

The Legend Red campaign with experiential pop-ups will run for three months from 26 September until 18 December 2022. They will be in different venues and on dates, even though the dates for Plaza Senayan have passed, the other two pop-ups will be held from 31 October until 5 November at Skybridge Grand Indonesia, and from12 December until 18 December at Pondok Indah Mall 1 Atrium.

Country manager of LUXASIA Indonesia, Lia Amelia said, "We are very proud to partner Interparfums across their amazing portfolio of luxury fragrance brands. The LUXASIA Indonesia team has indeed outdone itself in this stellar launch execution for Mont Blanc’s Legend Red Fragrance. In line with our identity as the leading omnichannel brand-builder in Asia Pacific, LUXASIA promises to do even more to delight Indonesian luxury beauty consumers, and continue to deliver solid partnership value to all our brands."

LUXASIA has confirmed the execution to MARKETING-INTERACTIVE.

Last year, LUXASIA made it as one of the finalists for the Marketing Excellence Awards 2021 in four different categories – which are Excellence in Data-Driven Marketing, Excellence in Influencer / KOLs Marketing, Excellence in Retail/ Shopper Marketing and Marketing Leader of the Year (Individual).

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