Harry Winston wanted to launch The Incredibles collection at its New Bond Street store, to introduce new customers to the brand, and to identify more local customers in an effort to rely less on international clients.

Luxury London’s digital editorial team wrote an online editorial article feature that introduced readers to the new collection and Harry Winston’s rich legacy, supported by brand advertising for the campaign to further increase awareness and interest.

With the names and addresses of 937 women matching the target audience, we mailed ultra-premium invites to their addresses requesting their presence at a private and exclusive viewing of the new collection.

From our prospected Harry Winston customers, we selected an audience of women aged 40 to 60, living in properties valued at £3m+ within the areas of Mayfair, Kensington & Chelsea and Notting Hill & Holland Park.

This yielded a total of 1,000 properties and 937 women mailable personally by name (average property value was £3.7m, with a total value of £3.7bn). We mailed ultra-premium invitations to their addresses requesting their presence at a private and exclusive viewing of the new collection.

The luxury invitations generated a 3.8% response rate (vs industry norm of 1-2%), with 44 invitees attending the event on the day.

The excellent profile of attendees included influential professionals, a barrister, multiple CEO-level businesswomen and high-profile local residents. Many attendees brought friends and partners, giving greater reach to the event and creating a suitably mixed, upscale and fashionable feel.

Beyond delivering the initial objectives, the client was delighted with the level of purchasing on the day, giving an unexpectedly high return on investment.