The AllBright

The AllBright

Issue

Iconic British brand with two female powerhouse founders was getting ready to break America with its first global outpost in West Hollywood. Entering a highly competitive members club landscape, it was imperative we leveraged its brand identity, British roots and clientele to create compelling reasons for members to join and media to report on the brand.

Idea

Our work focused on aligning with female thought leaders with global acclaim as ‘founding members’ who we enlisted to host programmed events prior to opening and as partners we could elevate with local media. Coupled with a thought leadership programme, we exported the successes of the British venture to encourage media to report on the new breed of ‘networking clubs’.

Implementation

Building intrigue and most critically a member base before the site opened its doors, at launch we curated a week of programming with local brands, celebrities and tastemakers including Gwenyth Paltrow, Rebel Wilson and Kaitlynn Carter which received widespread coverage across local titles. The

site has since been the chosen location for Beyoncee’s Halloween party and boosts a growing base of LA’s C-Suite female executives as members.

Following the success, we are getting ready to support the brand with its launch in New York which has commenced with local partner programming with HSBC.