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Sophistikids: marketing to little adults

Targeting amenities at children rather than their parents appears to be a new tactic for some US brands, with a succession of hospitality ventures capitalising on the trend for child-centric marketing campaigns with a sophisticated twist.

Location North America / Northern Europe

Scope
Targeting amenities toward children rather than their parents appears to be a new tactic for some US brands, with a succession of hospitality ventures capitalising on the trend for child-centric marketing campaigns with a sophisticated twist. Children now have the opportunity to choose from their own designer diffusion clothing lines, menus at upmarket restaurants and decide what type of fantasy-themed hotel room they want to stay in. "I want" may not always get, but as any tantrum-weary parent will know it can go a long way, thus making children a powerful consumer group in terms of influence, ...

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