Works

Luxurious & Well-Heeled

Client: Qatar National Tourism Council (client) 
Target Audience: Mandarin Speaking High Net-Worth Individuals
Product/Service: Luxury Unique Adventure Travel

45K

High Net-Worth Individuals

400K

PR Value (USD)

10x

ROI

The Story

 

As an up and coming destination for the rich and famous, luxury hotels and activities were being offered in Qatar to let visitors enjoy an authentic “desert adventure” with luxury comforts. In addition to mass media, a targeted approach was needed to reach the right audience and bring this message across effectively.  


High-End Storytelling

A collaboration was secured with a luxury magazine to conduct a photoshoot of luxury brands such as Hermes, Bottega Venetta and Gucci against the luxurious backdrop of the destination as part of a 58-page magazine feature and travelogue. 
 
MU/SE was proposed and selected as they provided demanding high-net-worth Chinese-speaking individuals with sophisticated and high-quality content that they are accustomed to. 


A Private Inspiring Desert Adventure

While the crew and models were conducting the high-quality photoshoot of the luxury consumer brands, the entire “live it up” experience was captured and made into a high-end video that was posted and shared exclusively with the closely guarded HNWI subscriber base. 


Online Luxury Magazine

Besides being featured in the glossy luxury publication, the content was transformed into a digital Flipbook that included the stylishly produced videos that made the destination even more desirable. 


Increased Sales of Business Class Seats

Besides the brands featured in the photoshoot registering an increase in sales, Qatar Airways reported a surge in Business Class tickets sold for leisure travelers going to or stopping over in Doha. MU/SE later shared that many of their socialite readers had sent in questions and expressed interest in visiting the top class hotels and activities in Qatar.


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