Victor
Mercury was appointed by Victor to run a standout communications plan. One which would shine alight on the brand’s unique Sustainable Aviation Fuel (SAF) offering and updated loyalty points programme and concierge service, Alto. The campaign would look to position the brand as a credible leader and pioneer within sustainable aviation as well as highlighting the brand’s end-to-end service.
In addition, Mercury was asked to deliver an always-on luxury lifestyle and aviation trade press office as well as support with wider strategic decisions.
Impact
Ensuring that Victor has had, and continues to have, a constant media presence across aviation, trade, luxury, national and international outlets
Securing over 100 pieces of top tier coverage, including: Times Luxury, Elite Traveler, Robb Report, TTG Luxury, Business Travel Magazine, Country & Town House, City AM, Luxury Briefing, Corporate Jet Investor, Spear’s, BILLIONAIRE, Business Chief, The Daily Telegraph and Globetrender.
Approach
Mercury took top tier media to Neste’s SAF refinery in Rotterdam to understand how the partnership blueprint could help to solve the aviation industry’s global SAF scale-up. Attendees included: Business Traveller, Spear’s, Forbes, Telegraph Luxury, Billionaire, Globetrender, CJI and Robb Report.
Helping to raise co-CEO Toby Edwards’ profile with interviews in BOAT International, City AM, Business Traveller, Diplomat, Monocle Radio and an op-ed published in Luxury Briefing as well as with speaking opportunities such as at the FT Climate Capital Live and the Aspire Leaders of Luxury conference.
Mercury held a press breakfast to launch updates to Victor’s Alto points programme and provide media with unique insights into luxury travel collated by Victor through its network of HNW customers. Attendees included: Times Luxury, Aspire, Salon Prive, Mayfair Times, Elite Traveller, Superyacht News, Time Magazine, Gentleman’s Journal and BOAT International.
