For over five years, Savills has partnered with Luxury London Media to promote its Super Prime properties via targeted print advertisements, digital content and experience-led events. Since 2022, Luxury London Media has organised and co-hosted the Savills Summer Showcase: a premium three-day event showcasing Savills Super Prime property developments to a highly affluent (U)HNW audience.
Following the success of the Savills Summer Showcase in 2022 and 2023, Savills wanted to elevate the three-day event by moving away from a traditional five-star hotel to a fresh and more modern venue and creating a dynamic display showcase that varied from previous years.
The luxury real estate client also wanted to be introduced to a new high-net-worth audience to showcase its prime UK and International property listings, secure a premium brand partner to elevate the experience for the (U)HNW guests and secure data capture for follow up appointments and viewings.
In collaboration with Savills, Luxury London Media hosted the Savills Summer Showcase 2024, a bespoke three-day event from 23-25 July at the Helene and Johannes Huth Gallery at the prestigious Design Museum - the world's leading museum devoted to contemporary design in every form.
The event provided Savills with the opportunity to present prime UK and international property listings to a highly refined and prequalified audience in a modern yet luxurious venue in the heart of Kensington. It allowed the Savills sales team to engage directly with guests, thereby fostering new client relationships, nurturing existing ones, booking viewings and capturing guest data.
To elevate the event, Luxury London Media proposed various production recommendations, moving away from the light box concept that was executed in previous years. The final approved concept mirrored an art gallery by using carefully positioned hanging boards. Over 25 Super Prime UK and international properties were printed on premium A0 hanging boards which were placed around the Helene and Johannes Huth Gallery, creating a spacious and luxurious atmosphere.
A premium stage, styled by luxury interior design brand, Angel O’Donnell, held a series of exclusive panel discussions. Hosted by Luxury London Media’s editorial directors with industry experts from the finance, luxury and property sectors, these discussions provided guests with valuable insights into each respective market.
Luxury London Media also secured Aston Martin and Pragnell as official brand partners for the event, further elevating the luxurious experience for the (U)HNW guests.
Luxury London Media identified and invited prequalified, affluent individuals to attend the event across the three-day period, utilising our sister company, Address Intelligence and our Chinese consumer consultant.
Address Intelligence’s cutting-edge data services utilise the UK's most accurate property information by overlaying data from more than 100 sources. Its live residential data set covers the UK’s 60 million adult population, across all 31 million residential addresses, promising insights that are unparalleled in both breadth and depth.
Using Address Intelligence, Luxury London Media identified an audience of men and women aged 25+, living in properties valued at £4m+ within a 25 minute drive radius of the Design Museum, which included Knightsbridge, Mayfair, Kensington & Chelsea, Notting Hill and the Home Counties. This search yielded a total of 8,697 guests mailable personally by name. From this search, 6,000 guests (average property value was £12.07m, with a total value of £72.44bn) were mailed premium invitations, requesting their attendance at Savills’ private and exclusive Savills Summer Showcase event to view a selection of the finest residential developments, Prime Central London properties and International investment opportunities.
A bespoke campaign across luxurylondon.co.uk and Luxury London Magazine generated further RSVP’s, increased traffic to the Savills RSVP website, and generated a greater level of brand awareness for Savills’ listings and services. Additionally, we collaborated with our dedicated Chinese consumer consultant to invite pre-qualified (U)HNW Chinese demographic to the Showcase resulting in the attendance of 31 guests (exceeding the target of 15). These guests included C-suite individuals within the banking, legal and wealth management sector who had expressed an interest in UK and international property.
Luxury London Media specialises in facilitating bespoke brand partner relationships for events.
To elevate the Savills Summer Showcase from previous years, Luxury London Media transcended beyond the usual single brand partner, and partnered Savills with Aston Martin and Pragnell. These renowned British brands added an extra layer of lifestyle luxury to the event, elevating the guest experience and creating a visually captivating event space.
Aston Martin, the luxury sports car manufacturer, showcased a DB12, allowing guests to sit in and experience the premium vehicle firsthand. Pragnell – one of the world’s finest jewellers – displayed a selection of fine jewellery for guests to browse through and try on. These additions provided a more immersive and interactive experience, with guests engaging directly with representatives from Aston Martin and Pragnell to learn more about their brands.
Continuing with the luxury British brand theme, Luxury London Media selected Gusbourne as the premium sparkling wine partner. Their award-winning Blanc de Blancs sparkling wine was served throughout the event to (U)HNW guests, further enhancing the luxurious atmosphere.
200 premium goody bags were organised by Luxury London Media and provided to guests upon departure to leave a positive affirmation of the event.
Contents included:
Savills’ marketing collateral was also included in the goody bags, allowing guests to follow up with the sales team post-event and book viewings.
A total of 748 guests RSVP’d, and 294 attended the event over the three-day period, surpassing our target of 150 guests by 96%.
The attendees were of exceptional calibre, including (U)HNW individuals, C-suite executives, and international property investors.
Guests spent considerable time at the event, engaging with the Savills team, inquiring about the properties, and actively requesting further information and viewings. This indicates that our highly targeted and prequalified guest list attracted the ideal demographic for the event.
Additionally, many attendees brought friends, colleagues, and partners, extending the event's reach and creating a diverse and upscale atmosphere. The client was very pleased with the response rate and the number of guest registrations, as the event not only met but exceeded the initial objectives.
