Deliverables:
mr.h was asked by Audley Travel to devise a campaign that would help to acquire new, high spending, clients for the business. Central to our work was the need to review the presentation of the Private Concierge brand including the website and other collateral and to re-imagine it, establishing a proposition and an identity that is distinct from the core Audley brand, but without ‘jarring’ with it.
We’ve learnt from working with many businesses that service affluent clients that the rich are no different from the rest of us. They find brands that do and say interesting things, more attractive, and they respond best to those that create relevance, produce highly personalised advertising and who meet them in the ‘right’ place.
The solution that we helped Audley to develop paid due attention to all of these principles and centred on a new and more resonant expression of the Private Concierge brand based around bringing greater imagination and creativity to travel planning – a concept that plays well to HNW audiences who value excellent service, like to try new things, and have the funds to indulge their passions, however idiosyncratic or extravagant.
This idea builds on the unrivalled destination knowledge which is Audley’s USP. 500 destination specialists and their networks of local contacts can recommend things that clients won’t ever find in a guidebook but which matches their interests perfectly.
The refreshed brand was rolled out in the early part of 2025 using a mix of activity that was designed to enable Audley to meet with potential clients both vicariously and directly, where it would be possible to build awareness, explain the concept face to face and collect data for re-marketing.
Our media strategy made extensive use of British Airways media to deliver a multi-tiered campaign targeting ensuring high awareness was created amongst BA’s top passengers: those travelling First and Gold Card Carriers.
Reach was extended using paid social with audiences tightly framed to avoid wastage.
Our approach proved highly effective. Sometimes each new client is so valuable that success is measured in tens rather than thousands or millions and this campaign delivered enquiries from qualified prospects from across the whole mix of touchpoints: face to face, print and digitally led channels.
