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Power event for East Lothian

Luxury Scots brands invited to join marketing network

Aston MartinLuxury brands in Scotland are being invited to sign up to a unique marketing initiative that launches next month.

The Luxury Network works like a private business club where members are able to access wealthy clients.

Globally, some 500 high-end brands and premium service providers – including the likes of Cartier, Ferrari, Gucci and Sunseeker Yachts are signed up – with up to 15 members joining each month.

The Scottish arm of The Luxury Network – part of a new UK division – is to be unveiled at an invitation-only event at The Renaissance Club in East Lothian on June 15-16.

Twenty members in the UK will be chauffer driven or flown in for a two-day business development, golf and leisure experience.

Rowan Kelshaw, UK managing director, said the Network helps to generate brand awareness and develop business development opportunities that high-end companies cannot achieve on their own.

He said: “The Luxury Network has established itself as the most dynamic company operating in the niche area of affinity marketing.

“We help to create a private consortium of companies where members see the advantages of strategic alliances between like-minded premium brands with similar values, clients and target audiences.

“Many luxury brands dabble in affinity or partnership marketing, but most never get off the ground. The beauty of The Luxury Network is that we do all the hard work – we have the contacts to identify the best brands and put like-minded directors in touch with each other, usually by inviting them to high quality corporate events such as the Monaco Grand Prix.

“Our Scottish launch is a great example of this. As well as The Renaissance Club having the opportunity to showcase its excellent facility to other businesses, the event will allow for presentations and one-to-one meeting between the 20 directors who are to attend.

“We know the Luxury Network works so we want to use the Scottish launch to attract more members from Scotland.

“Our aim is to add 25-30 members from Scotland over the next 12 months. We are speaking to a host of high quality Scottish brands and the interest in the Luxury Network has been extremely encouraging.”

Jerry Sarvadi, founder of The Renaissance Club, said:  “We are delighted to be welcoming this select group of The Luxury Network Members to The Renaissance Club to develop upon powerful business relationships required within the luxury sector.

“This type of ‘affinity marketing’ offers a unique benchmark to develop similar ‘power’ networking events, with high net worth individuals, taking place at the club.”

Companies who have been invited to The Renaissance Club include Aston Martin, Bulgari, Club Med, Grand Prix Management, Rolls-Royce, Saxonair and Watchfinder.

As part of the drive in Scotland, The Luxury Network has also organised a VIP showcasing and networking event, with Aston Martin Edinburgh, featuring examples of the iconic David Brown (BD) series, on 27 May.

Affinity marketing is recognised as a key tool to drive new business, enabling companies to interact with similar or compatible brands to promote sales or awareness.

Crucially, The Luxury Network also works closely with premium services providers such as Investec, Savills and UBS to support its service to high-end brands.

Affinity marketing partnerships opportunities include one-of-a-kind joint collaborations, product launches, roadshows, reward/privilege programmes and media/advertising sharing.

Examples of The Luxury Network’s achievements include:

  • Ferrari and Panerai Watches joining forces to create a private client watch collection preview which led to 38 watches (worth $500,000 in total) being sold in three hours.
  • Bombardier Skyjet selling $1m+ worth of 25-hour jet use cards in less than 12 months through the members’ network.
  • Tatler magazine and Ascot Racecourse holding as joint promotion for Royal Ascot Ladies Day which led to a 12% booking response from readers.
  • Pagani Zonda selling a £350,000 supercar in the first 24 hours at network event in London.

Hirs Georg Brune, general manager of Lamborghini in Dubai, said: “We understand the importance affinity marketing and networking play in the development of new business opportunities. We believe The Luxury Network will be a valuable resource in facilitating and orchestrating affinity marketing among a selection of non-competitive brands.”

Each member of The Luxury Network is assigned their own personal account manager to formalise short and long-term affinity marketing and event plans, together with a variety of interesting methods to connect and develop significant relationships with other members, both domestically and internationally.

The types of support include organising think-tank/business seminars, sponsorship opportunities and ongoing client referrals.

The Luxury Network, launched in the UK in 2007, has 28 international offices – the latest ones being in Bahrain and Mexico with new networks expected also in New York and Abu Dhabi.

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