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.
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.
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.
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.
