Pure Luxury will launch a six-week marketing campaign on Thursday (September 22), called The Luxe List – described as its “most ambitious” ever created.
The Gold Medal Travel Group brand will offer agents a dedicated microsite, consumer-facing direct-mail shot, incentives and social media activity to help the trade inspire clients.
All campaign materials will direct agents to the microsite, which will showcase 60 ultra-luxury properties across 16 destinations
The site will also feature details of campaign incentives, downloadable assets and 45 different offers – with regional pricing for Manchester and Glasgow departures.
Downloadable assets include a digital version of a 60-page consumer-facing direct mail ‘Luxe List’ brochure, with printed editions already sent to 130 key luxury agent partners across the UK ahead of the campaign’s official launch date.
Incentives including the chance to win a 10-night twin-centre holiday in the Seychelles, flying with Etihad Airways and staying at Constance Lemuria and Constance Ephelia.
More: Gold Medal appoints two destination managers
Gold Medal unveils biggest-ever September ‘mini peaks’ campaign
Gold Medal Travel Group invests in ‘specialism at scale’
Other incentives include increased Farebank Rewards with up to £500 on offer for bookings worth more than £20,000, and a social media ‘like and share’ campaign with a luxury spa hamper awarded to the winner.
Pure Luxury’s team of trade partnership managers will be visiting luxury travel agents across the UK to help them maximise the assets, offers and incentives.
Sarah Lancashire, marketing director, said: “The scope and scale of ‘The Luxe List’ makes this campaign the most ambitious we’ve ever created for the Pure Luxury brand.
“It’s a fantastic showcase for the expertise of our team of luxury travel ambassadors and destination managers.
“They’ve hand-selected a stunning collection of unique, iconic and ultra-luxurious properties across some of the most desirable destinations in the world to inspire agents when they’re talking to their most discerning customers.
“We’re sure that the incentives we’ve arranged with our partners will really help to motivate those agents to convert their customers’ interest into bookings.”
The Luxe List campaign will also showcase an evolution of the Pure Luxury brand, and see the launch of dedicated Facebook and Instagram accounts for the Pure Luxury brand (@PureLuxuryAgents) to help the brand to establish a standalone identity.
Lancashire added: “We’re excited to use this campaign as the launchpad for a refreshed look and feel for the Pure Luxury brand.
“We’re determined that each specialist brand within the Gold Medal family should stand by itself and in the months to come we’ll be rolling out a new-look Pure Luxury website, to accompany the new dedicated social media profiles we’ve created, for a much stronger digital identity.”
The B2B Gold Medal Travel Group, part of the dnata Travel Group, announced last month that it was investing more in its specialist brands: Pure Luxury, Cruise Plus and Incredible Journeys.
The Pure Luxury campaign comes hot on the heels of Gold Medal’s biggest-ever September ‘mini peaks’ push, called The Experts’ Edit.