Growing a global lifestyle brand
Nikki Beach is already a proven success that enjoys strong brand recognition for promoting a luxury lifestyle image.
Key elements of this unique “day beach club“ concept include: fashion, music, entertainment, beauty & glamour.
Nikki Beach clubs are located all around the world, stressing the importance of key locations that target VIP and celebrity audiences.
The main challenge was finding a way to define a new platform to reinforce its uniqueness. The options for growth included new events, licenses and businesses. In order to refine and further promote Nikki Beach’s brand proposal, we needed to boost brand awareness among wealthy and HNWI customers during selected Film Festivals including Cannes and Toronto International Film Festivals.
We developed a new sponsorship platform for selected luxury brands. Global Luxury sponsor brands were promoted by brand movies, and advertising in both Nikki Style magazine and Nikki Beach Art Book. We also developed and launched two lines of Nikki Beach products – a sun care series and perfume lines.
We created an integrated brand-building program around key domains (fashion, cinema, art) and attracted new sponsors in Cannes, a market renowned for its magnitude of sponsorships. We used Nikki Beach sub-brands to both promote the brand’s value proposition and to enhance general brand awareness among film festival audiences.
Implications & gaps
Brand book & guidelines
Client journey & touchpoints
Client experience measurement
Learnings & insights