Dialogue Bitesize – February 25

This month has seen us launch an exciting new website full of localised content for one of our key clients, celebrate our creativity in print and muse on marketing subjects such as: how can brands grab the attention of the evolving luxury demographic?

We also kicked off our wellbeing initiatives for the year, starting with the return of 'grow-your-own', where colleagues are given seeds to plant their own fruit and veg, and we signed up for The Body Coach's first Movement Hour. Taking place in early March, the Movement Hour will give our people the opportunity to step away from their desks and get moving – watch this space to find out what activities we get up to.

A luxury experience online

We often highlight the importance of print for luxury brands – it provides engagement, elevates the brand and is the perfect platform for memorable storytelling. But in our latest blog, What's next for luxury digital marketing?, we explore how luxury brands need to take a refined approach to their digital output. As new demographics for luxury consumers bring new expectations, we look at some key considerations:

? Design a positive digital journey. Similar to the in-person shopping experience with luxury brands, personalisation is key. Tailoring experiences helps to remove the sense of anonymity for digital visitors and encourages them to engage with the brand, differentiating it from other websites.

? Continue to tell brand stories across all platforms. Consider this added luxury value. In 2025, evolving client expectations mean a compelling and consistent brand story is more critical than ever.

? Go beyond personal. Laser targeting uses both big data and AI to build customer profiles and deliver tailored content and recommendations to them. You can tap into the emotional needs of a customer, which is vital at all stages of the digital journey.

How to get print magazines right

Nothing beats the feel of an expertly produced print magazine. Such publications provide longevity and quality in the luxury brand marketing space and form an integral part of many content marketing strategies.

As a perpetual champion of print, Dialogue has taken a look at some of the brands getting it right, including our own work on Bentley Magazine and Badrutt's Palace Hotel's Tower Revue. We also showcase Spanish designer Loewe, which launched its first magazine in 2023, and Red Bull's Red Bulletin?magazine. Alongside this, we profile a digital-first brand now embracing print; online food content publisher So Yummy launched a quarterly print magazine in 2024 that delivers social content – recipe hacks, cooking tips and presentation ideas – in a more traditional format that can be saved and used repeatedly.

Read more of our thoughts here.

Pretty as a picture

We know the power of a good story, but visuals are also an important component in the brand communications mix. Often, it is visual elements such as page design, photography and illustration that elevate the story. Dialogue's in-house design and content team works with some of the world's best journalists, photographers, illustrators, videographers and retouchers to produce truly beautiful features and we have seen the results of some of our collaborations recently.

We headed to St. Moritz to tell the story of Ronnie Kessel, the owner of a supercar empire and organiser of The ICE, one of St. Moritz’s most exclusive annual gatherings sponsored by Badrutt’s Palace. The extraordinary tale is brought to life by journalist Rory FH Smith and looks fantastic on the page.

Meanwhile, in the latest issue of Bentley Magazine, actor and motoring journalist Nick Hendrix takes the new Continental GT Speed on an exhilarating journey through the ancient beauty of the UK’s West Country, exploring the vehicle’s capabilities in a breath-taking location. Nick’s journey isn’t just about driving, it’s about connection. As he navigates the swirling North Devon landscape, he reflects on the harmony between nature and machine, showcasing how Bentley’s engineering excellence enhances not just performance, but emotion.

And for Air Charter Services' Cloud Magazine, editor James Day takes the ￡267,900 McLaren 750S Spider for the spin and gets an exclusive interview with the supercar brand's top brass. Bold photography and innovative layouts are what makes Cloud stand out. You can see the full issue here.

We love the power of good storytelling. By combining strong visuals with in-depth stories that connect with the brand's audience, we ensure these luxury print magazines are picked up, read and kept.

Deeper engagement with localised content

Localised content is the perfect way to tell a brand story that resonates. For the world’s largest manufacturer-sponsored motorcycle members club, the Harley Owners Group (H.O.G.), it is vital that content is localised in order to engage with its global audience. And localisation is more than just translation; it involves identifying stories that include regional nuances, local events and brand activations in specific parts of the world.

We have provided localised and multilingual content for H.O.G. across platforms for many years and we are thrilled to launch a brand new multilingual, member-gated platform designed to enhance engagement and communication. This new digital platform features fully localised content in 10 languages (with more to come), ensuring riders across Europe can access the latest news, events and exclusive content tailored to their region.

Read more about Dialogue's work with brand communities here.

You can see more of what we have been up to on our website or follow us on Instagram to see some of our work.