Knightsbridge
To position Knightsbridge Circle as an unrivalled, exclusive travel and lifestyle service . The world’s best concierge staff-to-member ratio of 1:5,with exceptional personal service at an unsurpassed level, and despite the pandemic, support with their commercial objective of acquiring five new members in the first five months.
Impact
Our vaccine media relations generated 96 pieces of coverage across17 countries, with a circulation of over 1 billion over two months – in the US alone, we spoke to the New York Times, Wall Street Journal, Forbes, ABC, NBC,CBS and many more titles. Knightsbridge Circle has retained 100% of its members, in spite of lockdowns, and seen a 15% growth in new members during the first quarter of 2021 – almost entirely down to the exposure which our media relations has given the brand. There were 2,000 new membership enquiries – this significant increase in demand was hugely beneficial ahead of their Monaco and Miami office openings in 2021/22
Approach
In media relations, we focused on topical issues such as ‘human interaction’ being the new luxury and bucking the trend of staycations to book European travel for members - using research, facts and figures to underpin our assertions. In order to showcase the extraordinary quality and service of the concierge, Mercury organised overnight press stays and interviews with the founder.
During the pandemic, Knightsbridge Circle was first in the world to legally offer a COVID vaccine privately, in the United Arab Emirates. We closely guided the client, dealing with the messaging of this highly polarising and controversial story to position him as a pioneer with a strong moral compass.
