Luxus Magazine
The Project
I was hired as Head of Marketing for Luxus Plus, the economic reference for luxury markets, and its lifestyle counterpart Luxus Magazine. My mission was to develop a strategy to increase brand visibility and promote the launch of the Summer print edition, created in partnership with Belmond (LVMH) to celebrate the launch of their British Pullman explorer train.
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The Challenge
The objective was twofold: raise awareness of Luxus Magazine as a lifestyle authority and ensure strong visibility for the Summer issue. To achieve this, the campaign needed a cohesive creative direction across digital platforms, a clear brand voice, and impactful activations that would resonate with luxury professionals and enthusiasts.
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The Approach
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Developed a full creative and branding strategy for the launch, including custom content for social media, marketing taglines, verbatim, and concepts to unify the website and all digital platforms.
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Wrote the newsletter and designed the direct email strategy to maximize engagement and subscriptions.
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Purchased targeted advertising space in high-visibility locations.
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Secured a partnership with Smith & Son, an international bookstore in Paris located in front of the Jardin des Tuileries, booking one of their prominent windows to promote the Summer edition.
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Provided editorial input, suggesting features and elements for the magazine to strengthen its positioning.
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Organized a partnership with Le Centre du Luxe for their “Sommet du Luxe” event, including a giveaway with carefully recruited luxury influencers to engage new audiences.
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Ensured all activations highlighted the Belmond cover story to maximize visibility for both the magazine and the partner brand.
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The Results
Within three months, Luxus Magazine and Luxus Plus experienced a significant boost in awareness, with social media followers increasing by 30%. The Summer edition was successfully launched, generating higher visibility, strong engagement, and increased magazine sales — solidifying the publication’s position in the luxury media space. Inspired by these results? Let’s discuss your project – contact me​.
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