Audley Travel
Client: Audley Travel
Deliverables: Art Direction, Brand Activation, Branding, Copywriting, Paid Social, Video Production
Audley Private Concierge was a very different but exciting challenge. This was not about going broad. It was about reaching a small number of the right people with something that felt imaginative, personal and unmistakably high-end.
The brief was to acquire new UHNWI clients while rethinking how the Private Concierge brand should present itself, including its identity, website and wider collateral, so it felt distinct from the core Audley brand without losing the connection altogether.
That kind of audience punishes lazy luxury marketing.
Social research and audience behaviour were genuinely useful here, because affluent travellers still respond to the same things everyone else does: relevance, originality, and brands that seem to understand them.
My role also encompassed all aspects of the campaign, everything from social strategy through to art direction and copywriting. I helped shape how the proposition should show up visually and verbally online, with social insight informing the creative direction and the audience strategy. The point was not to look expensive for the sake of it. It was to make the brand feel intelligent, bespoke and worth responding to.
The resulting campaign rolled out across a mix of touchpoints — including an experiential display in the BA first lounge, paid social, and BA’s in-flight magazine — designed to build awareness, create direct contact and generate remarketing opportunities with qualified prospects.
Paid social played an important part in putting the new proposition in front of tightly defined audiences without wasting budget. By campaign end, Audley enjoyed a huge uplift in highly valuable new members in the Concierge program.