Experiential Marketing Escapes To The Peaks of Luxury
The Institute of Promotional Marketing (IPM)
The Institute of Promotional Marketing is the only self-regulating body that governs promotional marketing in the UK.
As the festive season unwinds and tourism is on the rise, luxury brands chase high-net-worth consumers to winter wonderlands like Zermatt. According to data from the United Nations UN Tourism , international tourism reached over 80% of its pre-pandemic levels in the first quarter of 2023. Echoing these findings, research conducted by the Ski Club of Great Britain? and the Mountain Trade Network , outlines that 39% of winter tourists intend to book two holidays for this winter, up from 33% from last year. However, cost remains a significant factor with 40% of tourists not booking a ski holiday last season due to financial constraints, though for 20% of the market, expense is not an issue. This article delves into the world of high-end winter tourism, showcasing standout campaigns like Montblanc 's Alpine Writing Retreat, which combines the craft of writing with serene alpine views, and Bentley Motors ' blend of luxury vehicles and fine whisky in the Highlands of Scotland.
Montblanc's Alpine Writing Retreat
Montblanc , known for their dedication to literary excellence and home to a museum housing the original works of Ernest Hemingway and Frida Kahlo, offers a unique experience in Chamonix. The Alpine Writing Retreat is an intellectual haven nestled at the foot of Mont Blanc. Exposed to the sheer beauty of Swiss mountains, guests indulge in creative writing workshops with famous authors. Nature walks around the Mont Blanc region provide a wealth of inspiration and natural wonder. The retreat houses a special showcase of Montblanc 's limited edition pens, each a masterpiece reflecting the Alpine spirit.
At the Foot of Matterhorn: Loro Piana
Nestled in the heart of Zermat, Loro Piana marries the rugged beauty of the Matterhorn with luxurious materials like 'cashmere coarsehair' and shearling. Inspired by the traditional Mongolian gher – a symbol of warmth and shelter – this nomadic retreat offers both sanctuary and splendour. According to Eva Mai , Head of Brand Image at Loro Piana , a central component was the open-air lounge, a cosy haven for visitors to take in breath-taking views. Like all great experiential campaigns, this one truly comes to life when experienced first-hand. Special thanks to David Ogiste , Founder of Nobody's Café and Experiential Marketing Expert, for sharing this campaign.
The Ultimate Journey: Bentley Motors Meets Macallan
Leith set a new standard for high-end experiential marketing in 2023. More than just a showcase of luxury cars and fine whisky, the Speyside Driving Experience was an experiential masterclass celebrating the history between two iconic British brands, Bentley Motors and The Macallan in the Highlands of Scotland. The journey was enriched with a GPS-linked narration, activated at specific interest points, weaving the drive into a captivating storytelling experience. The routes and narrative elements around The Macallan Estate resonated deeply with the guests. This was reflected in their unanimous appreciation, as evidenced by a perfect score in the Net Promoter Score (NPS) survey.
Louis Vuitton's First Ski Resort Pop-Up in Japan
路易·威登 has launched an exclusive pop-up store at Park Hyatt Niseko Hanazono, Japan. Open from 15 December 2023 to 25 February 2024, this store marks Louis Vuitton's first venture into a Japanese resort area, setting a new precedent in the luxury tourism market. The store's strategic location, nestled in the hub of ski activity, ensures maximum visibility, with several gondolas adorned in Louis Vuitton's signature branding. Set against the majestic backdrop of Mt. Yotei and the Niseko Mountain range, this pop-up transcends traditional retail to offer a unique blend of luxury fashion and ski culture. Special thanks to Eva Phelan , Experiential Creative Producer at Heaps+Stacks, for highlighting this campaign.
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Conclusion: The Future of Winter Luxury
Luxury winter tourism is evolving, with experiential brands and agencies like Loro Piana , 路易·威登 and Leith leading the charge. The strong economic recovery of the tourism sector post-pandemic and continued interest in sustainability from high-end winter experiences are a testament to the industry's ability to evolve under changing circumstances. These campaigns stand out for their unparalleled ability to set a new benchmark in experiential marketing. Which campaign caught your eye this winter? Let us know in the comments below.
Next Week: IPM Insider
Next week, we shift our focus from traditional marketing strategies to delve into the innovative partnership between Bulldog Skincare and Strava, highlighting the interplay between fitness and self-care in promotional marketing.
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Connecting Brand Communities through Experiences & Influencers | Founder at Nobody’s Café
1 年There are some incredible campaigns in here, it's fantastic to see what these luxury brands can create when they go and deliver brand experiences where their customers are!
Director and co-founder at Cloud Nine Incentives - Travel Prizes, Customer Incentives, Prize Fulfilment & Campaign Management
1 年We work with a number of brands that are more frequently doing this type of activation. They offer excellent opportunities to engage with consumers, trade resellers, staff and the press etc. Get the social teams involved too and you're getting some super ROI. And don't forget, they also work during other peak times of the year.