Cadillac has been positioning itself as an upscale, fashion-forward luxury brand, first by moving from Detroit to New York in 2014 and then opening an art and fashion experience called Cadillac House in SoHo this summer. Now, it's partnering with Gwyneth Paltrow's lifestyle and ecommerce company, Goop.
Cadillac has been hosting "Road to Table" dinner parties with the help of celebrities and celebrity chefs, and Goop is sponsoring the next series of events in New York, Chicago, Miami, Dallas and Los Angeles. Paltrow and Mario Batali will host the first dinner at Batali's new restaurant, La Sirena, in New York. And Goop members with large social media followings in each city will get a ride to and from the parties in Cadillac XT5s—hopefully sharing the experience with their followers.
"Curating a group of people to have an amazing dinner and ride in an incredible car and have that experience is very much what Goop is about," said Lisa Gersh, Goop's CEO. "It touches on a lot of elements that are important to our audience, like food and lifestyle."
The partnership promotes the Cadillac XT5 midsize SUV and is aimed squarely at Goop's affluent, mostly female audience members with annual household incomes of $100,000 or higher.
"This is definitely reaching the right demographic in the right markets that are important for Cadillac," said Nathan Tan, associate director of brand partnerships and experiences at Cadillac. "Goop has a really loyal, built-in community, and that allows them to introduce the Cadillac brand from a strong place of credibility."
For Cadillac, it's a way to introduce a new car while helping to build a brand experience, Tan added. "It's showing off the product features, and giving people a driving experience within the larger context of a lifestyle experience," he said.
The partnership also includes sponsored content on Goop, such as culinary guides for each city with recommendations from celebrity chefs, recipes and entertaining tips.
"As we look into areas like fashion, entrepreneurship, art, travel, culinary and entertainment, this is the best example of how we're integrating product into those lifestyle environments," Tan said. "Goop readers and Cadillac drivers have a shared value set around exploration, travel and off-the-beaten-path experiences, so it's an organic fit."