Pure Luxury Unveils ‘Luxe List’ September Campaign – Gold Medal
Six-week campaign spotlights the expertise of the Pure Luxury team via
a curated collection of properties
Pure Luxury, part of the Gold Medal family of brands, will launch ‘The Luxe List’ – its most ambitious Autumn campaign ever – on the 22nd September. A dedicated microsite, consumer-facing direct-mail shot, incentives and social media activity will be among the tactics deployed over the subsequent six weeks to help agents inspire their most discerning customers.
At the centre of Pure Luxury’s ‘The Luxe List’ campaign is a dedicated microsite, showcasing 60 ultra-luxury properties across 16 destinations specially curated by the brand’s renowned travel experts. All campaign materials will direct agents to the fully-optimised site, where they will also find details of campaign incentives, downloadable assets, and 45 different offers – with regional pricing for Manchester and Glasgow departures.
Among those downloadable assets is the digital version of a 60-page consumer-facing direct mail ‘Luxe List’ brochure, with printed editions already sent to 130 key luxury agent partners across the UK ahead of the campaign’s official launch date.
To maximise engagement with agents, the campaign will feature an array of incentives including the chance to win a ten-night twin-centre holiday in the Seychelles flying with Etihad Airways and staying at Constance Lemuria and Constance Ephelia, increased Farebank Rewards with up to £500 on offer for bookings over £20,000, and a social media ‘like and share’ campaign with a luxury spa hamper awarded to the winner.
Finally, the campaign will be backed up with on-the-road support from Pure Luxury’s dedicated team of Trade Partnership Managers, who will be visiting luxury travel agents across the UK to spread the word and help them to make the most of the assets, offers and incentives available.
Sarah Lancashire, Marketing Director, said: “The scope and scale of ‘The Luxe List’ makes this campaign the most ambitious we’ve ever created for the Pure Luxury brand. It’s a fantastic showcase for the expertise of our team of luxury travel ambassadors and destination managers. They’ve hand-selected a stunning collection of unique, iconic and ultra-luxurious properties across some of the most desirable destinations in the world to inspire agents when they’re talking to their most discerning customers. And we’re sure that the incentives we’ve arranged with our partners will really help to motivate those agents to convert their customer’s interest into bookings.”
The Luxe List campaign will also showcase an evolution of the Pure Luxury brand identity, and see the launch of dedicated Facebook and Instagram accounts for the Pure Luxury brand (@PureLuxuryAgents) to help the brand to establish a standalone identity.
Lancashire continues: “We’re excited to use this campaign as the launchpad for a refreshed look and feel for the Pure Luxury brand. We’re determined that each specialist brand within the Gold Medal family should stand by itself and in the months to come we’ll be rolling out a new-look Pure Luxury website, to accompany the new dedicated social media profiles we’ve created, for a much stronger digital identity.”
Learn more about Gold Medal
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