Cartier advertises its product through magazine, screen visual, or Internet to attract more customers other than its regular wealthy ones. Cartier most ambitious screen advertisement was "The Cartier Odyssey" a three-and-a-half minute spectacular that required three panthers, model Shalom Harlow and a life-size replica of a 1906 biplane. The production of the film was estimated to $5.3 million and its purpose was to show a clear brief from Cartier to bring the brand communication to a new level.
Cartier in its public relation demonstrates its interest in women
from all over the world by promoting female entrepreneurship, The Cartier's Women's Initiative Awards, through funding, sharing, coaching, fostering and networking throughout the globe. The Cartier Foundation for Contemporary Art presents 50 artists from around the world, painters, sculptors, designers and filmmakers, exhibiting more than 400 works and telling their story.
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