Objective: •
Promote One Alfred Place as the first private
members’ club to offer all the style
and service of a modern club but designed principally
for business use,
for an emerging group of mobile business professionals
and entrepreneurs.
Activity: •
We created an initial buzz in advance of the club’s
opening via diary stories
in the national press surrounding the club’s
rock star investors. •
The club was given the ‘cool’ factor
with placement in high end lifestyle and
London media highlighting club features such as
the design team behind
the project and an art collection including an
original Warhol. •
The business and entrepreneurial media were targeted
with literature focussing
on club features such as tax relief benefits and
an in-house personal
assistant service. Materials were supplemented
with stats on the
increase of the mobile workforce to put the club
into context with the needs
of the business community •
Launch week activity included a radio day with
one of our rock star investors
Mike Rutherford; Interview sessions with investors
and management
and a launch party •
We continued momentum for the club via regular
media tours, first-person
features, diary stories surrounding member signings,
publicising
the in-house events calendar and member case study
placement
Results: •
Lifestyle coverage in Sunday Times Style, Mail
On Sunday Live Magazine,
Esquire, Harper’s Bazaar, Wallpaper, GQ,
Arena and ES
Magazine •
Business focused coverage inc. The Telegraph Business,
Financial
Times, Mail On Sunday Enterprise, CNBC European
Business and
Real Business •
A campaign reached in excess of 59,000,000 with
an advertising value
equivalent of £325K and delivered a ROI
of 7:1
