Women In Film Partnerships
On behalf of our Women In Film clients, THG developed an exclusive multi-year automotive category co-presenting partnership with BMW to support their important work on behalf of women in Hollywood’s film industry and television. The partnership builds BMW brand awareness to women, while actively supporting the women’s endeavors as a way to reinforce the company’s core values. The partnership provides opportunities for BMW to engage with their impressive 15,000 membership through sales promotion, calls to action throughout the year, auto displays, lead generation and brand awareness at key events that received over a billion national and international media impressions.
THG also developed an Official Airline partnership for Women In Film with Delta Airlines that provides access to key entertainment industry professionals to drive corporate business to Delta and brand awareness to further the airline’s consumer base. THG also sourced and managed an exclusive jewelry-watch category co-presenting partnership for Women In Film with Tiffany & Co. to position the brand as a key partner within the Hollywood community, while driving measurable sales.
Diana Krall & Jaguar North American Concert Tour Partnership
THG negotiated a multi-faceted partnership between Grammy Award winning jazz vocalist Diana Krall and Jaguar for Diana’s “Look of Love” Tour in forty North American cities. THG worked with Jaguar to develop extensive promotional elements to bring the partnership to life, including retail dealer programs, consumer sweepstakes, television and radio promotions and custom Diana Krall CD for Jaguar owners. THG arranged filming of Diana being driven thru the streets of Paris in a Jaguar for the opening segment of her BBC and PBS Television special “The Look of Love” and CD cover, bringing Jaguar high visibility in a targeted medium that does not allow traditional advertising.
Carnegie Hall & Cartier Partnership
THG secured Cartier to partner with our Carnegie Hall client for the exclusive 2012 thru 2018 Chairman’s Circle Dinner Evenings as an opportunity to develop a relationship with Carnegie Hall’s affluent patrons and to continue Cartier’s support of the arts. Robert and Hope Smith, Board President, hosts Carnegie’s Annual Chairman’s Circle Dinners at the Hall. Donors and Trustees are hosted for cocktails and hors d’oeuvres, followed by a spectacular private recital by renowned artists. The evening culminates with a lavish gourmet dinner. The partnership has proven to be an excellent platform for Cartier to develop ongoing meaningful relationships with a select audience of New Year’s most affluent but obscure arts patrons and consumers.
Montres Breguet Performing Arts Partnerships
THG’s marketing and partnership relationship with the celebrated Swiss watchmaker started with the launch of their first US retail store in New York. THG developed a plan to position the historic brand as an icon of high culture by partnering with the country’s top arts organizations. THG negotiated with Breguet to become the first Official Timepiece of any American orchestra with the Los Angeles Philharmonic and the sole sponsor of Opening Night Gala at Walt Disney Concert Hall. Breguet’s two-year exposure included the first-ever logo projection onto the famed Frank Gehry designed concert hall and a Breguet Lounge showcasing a collection of rare timepieces at the Opening Night Gala. The partnership included an intimate dinner at Breguet’s new Rodeo Drive boutique in Beverly Hills, which fostered direct sales of their ultra-luxury watches and jewelry.
THG conceived and negotiated with Breguet to become the first Official Timepiece of Carnegie Hall for a multi-year partnership to include specially-designed Breguet clocks permanently showcased in the major interior public gathering spaces of the iconic New York landmark building as well as exclusive Breguet customer entertaining and sales promotion opportunities.
THG developed a partnership between Breguet, South Coast Plaza-Orange County and Carnegie Hall in support of music education programs. The launch experience took place at the Tourbillon Boutique and Jewel Court of South Coast Plaza, inclusive of a cocktail reception, concert performance by members of the Ensemble ACJW, featuring musicians of The Academy - a program of Carnegie Hall, Juilliard School and the Weill Music Institute - and post-concert in-store shopping.
Los Angeles County Museum of Art - LACMA & Cartier Partnership
Through its long established senior level working relationship with Cartier, THG developed a multi-year partnership on behalf of its LACMA client for Cartier to have direct access to Los Angeles’ most sought after visual arts patrons and collectors. As the exclusive category co-presenting sponsor of LACMA’s Annual Collectors Committee Weekend and membership of the Director’s Circle, LACMA’s highest-level philanthropic patron group, Cartier’s senior executives were able to establish meaningful relationships with the patrons. The partnership reinforced Cartier’s historic support of the art world on a global scale.
The Getty Center & Breguet Partnership
On behalf of its Getty Center Los Angeles client, THG developed a multi-faceted partnership for the "Paris: Life & Luxury" exhibition with Breguet, the luxury watch brand founded in Paris at the turn of the century. The partnership included window displays at Breguet’s Rodeo Drive store, West Los Angeles street pole banners promoting the exhibition and partnership -only available to non-profit organizations, and a private concert by another THG client, world-renowned pianist Jean-Yves Thibaudet at the Getty Center for Breguet’s top customers, patrons of The Getty and celebrity guests, followed by a lavish dinner. The partnership successfully launched Breguet to the affluent Southern California market.
Louis Vuitton- Consulting
To reach affluent new consumer groups in a unique way, THG developed for Louis Vuitton a very modern take on the centuries–old French tradition of cultural “salons” for the Louis Vuitton Maison stores in major markets, including New York, San Francisco, Miami, South Coast Plaza and Beverly Hills. The Salons de Louis Vuitton included performances by jazz great Chris Botti at the San Francisco store, French pianist Jean Yves Thibaudet at an inclusive in-store dinner in their South Coast Plaza store, a dinner for LA Phil Music Director Gustavo Dudamel and the Board of Trustees on the rooftop of the Beverly Hills store as well as a salon talk followed by a performance by world-famous violinist Joshua Bell at the San Francisco store.
THG also consulted with Louis Vuitton on their Series 2 pop up museum in Los Angles with the goal of increasing attendance by arts patrons, key influencers and school groups as part of Louis Vuitton’s support of education and the visual arts. The pop up museum project received extensive global media coverage and record overall attendance.
De Beers Hollywood Influencer Program -Consulting
THG was retained to develop the influencer strategy for international diamond company De Beers to launch their first two luxury retail stores in the US; New York and Rodeo Drive in Beverly Hills. THG arranged a star-studded US launch event with that year’s Academy Award® nominated actresses; Nicole Kidman, Selma Hyack and Julianne Moore. The event was extensively covered nationally and internationally in print and broadcast, including photos of the celebrities wearing DeBeers jewelry. Later, Julianne Moore was photographed wearing De Beers on the Red Carpet at the Oscar’s.
THG then negotiated with presenter Queen Latifah to wear a De Beers necklace to the Golden Globe Awards®, generating extensive consumer buzz as well as national and global media coverage. THG also developed a strategic partnership between De Beers LV and The Geffen Playhouse, for outreach to high-net worth and influential consumers. Events included a De Beers pre-party for top patrons at Christine Lahti and television/film director Tommy Shlamme’s Brentwood residence and celebrities and social leaders wearing De Beers’ jewels on the Red Carpet at the high-profile Opening Gala for the renovated Geffen Theater. After a very successful launch, De Beers now has retail stores in top markets throughout the US and globally.
On behalf of its OCEANA client, the largest international advocacy organization dedicated solely to ocean conservation, THG established an ongoing partnership with BMW to reinforce the automaker’s sustainability program while promoting sales of its BMWi line of electric cars. The partnership includes sponsorship of OCEANA’s annual SeaChange Summer Party at an estate overlooking the Pacific Ocean in Laguna Beach in Southern California, auto display, lead generation, spotlight in the evening’s select live auction and a post event sales promotion offer to encourage an ROI for BMW.
In support of OCEANA’s annual Los Angeles benefit, THG developed a partnership with Ralph Lauren and Vanity Fair which provided access to highly sought-after affluent supporters of OCEANA and potential customers of Ralph Lauren. An important aspect of the partnership was a successful in-store shopping event at Ralph Lauren’s Rodeo Drive store.
THG also developed an Official Wine partnership for OCEANA with BV Coastal Estate which includes an extensive cause marketing campaign with a $1 per bottle donation to OCEANA as a way for the brand to engage consumers who are environmentally and philanthropically minded and support the aspirational lifestyle of the beautiful, yet fragile, coastline and oceans.
Sundance Institute - Tiffany & Co. Partnership
THG developed a partnership for its Sundance Institute client with Tiffany & Co. with the goal of furthering Tiffany & Co.’s legacy of supporting art and original thought in a unique and authentic way with the Hollywood community. THG organized the first partnership for the Sundance Institute’s Celebrate Sundance Los Angeles Benefit and Vanguard Awards. The evening saluted creative independence and visionary leadership in film with an intimate gathering of artists, entertainment industry leaders and patrons at the fashionable members-only Soho House in West Hollywood.
Actress Paula Patton, wearing Tiffany & Co. jewelry, bestowed the Vanguard Award, a Tiffany crystal design, to filmmaker Benh Zeitlin, director of Beasts of the Southern Wild, the Grand Jury Prize winner at the 2012 Sundance Film Festival. George Gund received the Vanguard Leadership Award from Christine Lahti. The evening was featured in more than 44 media outlets, including People, US Weekly, Haute Living, Access Hollywood and Variety, with 70% of articles mentioning Tiffany & Co.
Luxury Automotive Partnerships
THG has developed more Official Automotive Partnerships with the arts than any other partnership agency. Official Vehicle of LA Phil (BMW), Official Vehicle of San Francisco Symphony (Infiniti), first Official Vehicle of Carnegie Hall (Jaguar), first Official Vehicle Segerstrom Center for the Performing Arts (Mercedes-Benz), first Official Vehicle of the Orange County Museum of Art (BMW), the first and second Official Vehicles of Houston Grand Opera (Lexus, Jaguar), and the Official Vehicle of Hollywood Bowl (Lexus, Jaguar) are all multi-faceted partnerships that support the look, tone, feel and scope of the brand, while driving the retail messaging necessary to support sales.
THG developed the first multi-year global auto partnership of Soho House & Co (BMW) in six countries. Within the entertainment industry, THG developed the first multi-year Official Vehicle partnership of Women In Film (BMW).
THG was retained to consult on a partnership marketing strategy for re-launch of the Jaguar XJ luxury sedan. THG sourced, created and managed the first-time auto display at the President’s Circle Dinner at Carnegie Hall, first-time display in front of the Waldorf-Astoria, a month-long display inside South Coast Plaza, the number one luxury retail center in the US, display at the Los Angeles British Consul General’s residence for a celebrity party and the Four Seasons Hotel in Beverly Hills as part of BritWeek.
Our client’s auto partnerships included state-of-the-art displays, consumer drive programs, co-branded advertising, online promotions and face-to-face lead generation to affluent consumers. From sales promotional programs, valet rewards programs for drivers of the partnering vehicle to driving celebrities and performers at Red Carpet gala events and on-site launches of new models, THG created multi-year partnerships that enhance and expand brand communication and result in trackable auto sales.
Travel & Hospitality
Soho House & Co. - North American and European Partnerships
Founded in London in 1995 as a private members club exclusively for professionals in creative fields: film, art, design, fashion and music, Soho House & Co. now has nine Houses, over 40,000 high-level members, is adding Houses in five additional EU countries during the next two years and has expanded to include cinemas, hotels, restaurants, pop-ups, their own music, literary and arts series, city guides, etc. THG was retained to create affiliate global brand partnerships to help support and build awareness for Soho House & Co.’s continued expansion and image of innovation.
To date, THG has secured multi-faceted partnerships with like-minded brands BMW and Swatch. The global BMW Official Automotive partnership will serve as a cornerstone of the automaker’s experiential marketing for their BMW i Model launch and will include extensive custom touchpoints with Soho House in London, Berlin, Toronto, New York, Miami, Los Angeles and Chicago. The partnership supports their pop-up at Palm Springs’ Coachella Music Festival and both partners involvement in contemporary art.
Orion II Cruise Ship North American Launch -Consulting
THG developed the concept, strategy and executed the North American launch of the ultra-luxury Orion Excursion Cruise Line’s new Orion II ship through partnerships with relevant cause/non-profit organizations that resonate with Orion’s platform to reach highly affluent, passionate, educated and influential consumers in their top three feeder cities; Los Angeles, San Francisco, Seattle.
To celebrate Orion’s commitment to environmental protection, sustainability and significant support of its destination communities, THG created end-to-end fundraising event programs with such prestigious organizations as The Environmental Media Association, The China International Sustainable Development Foundation and The Nature Conservancy. The on-board charity dinners provided intimate insider Orion II experience to the most qualified tastemakers and media in respective cities. THG also secured prestigious wines from Oregon’s Willamette Valley Wineries Association to complement the gourmet dinners and ship’s christening in Seattle.
Far Niente Wine Estate Partnership- Consulting
The historic, tri-level winery built into a 13 acre hillside of beautifully landscaped gardens is thought to be the most stunning vista in the Napa Valley. To differentiate Far Niente from other ultra high end wineries as well as establish and reinforce customer loyalty, THG developed the strategy – unique at that time – of positioning the wine estate as a “luxury brand”. THG created strategic alliances with luxury retailers Hermes, Ferragamo and Tiffany & Co. which included window displays, exclusivity for sampling and invitation-only wine tasting events. THG has also created brand defining tie-ins with top charity events throughout the country and the most exclusive performing arts galas and private parties.
To mark the 125th anniversary of the venerable winery with a spectacular on-site celebration, THG secured three THG clients to perform; violinist Joshua Bell, trumpeter Chris Botti and renowned pianist Jean-Yves Thibaudet. Additionally, THG brokered a multi-year global brand ambassadorship for Far Niente with Joshua Bell, bringing brand recognition thru Joshua’s extensive tours around the world.
E&J Gallo Winery Brand Launch- Consulting
Jon Holman was retained by the E&J Gallo Winery to serve on a consulting basis as Senior Vice President of Global Corporate Communications, concentrating on the launch of new brands and repositioning or re-launch of existing premium brands. Working directly with the Gallo family and senior executives, Jon developed an international strategy that included oversight of public relations and promotions agencies in five countries and overall communications strategy for multiple brands.
Initiatives for specific brand positioning inclusive of Mirassou Winery, Gallo of Sonoma, Frei Brothers Reserve, Louis M. Martini and Ecco Domani, encompassed Red Carpet events and major co-branding partnerships, high-profile epicurean events, on premise branding and usage programs, Hollywood influencer campaigns, feature stories and media outreach, speaking and press tours for Gallo family members and strategic communication throughout the Gallo Corporation at national sales conferences.
THG negotiated sponsorship of the Opening Gala Celebration of the Walt Disney Concert Hall for Gallo of Sonoma, as well as underwriting of a portion of the production of a PBS “Great Performances” national television special focusing on the Gala at the Frank Gehry designed concert hall. THG also developed a four year partnership with Gallo Family Vineyards as the “Preferred Wine” of THG clients, the Los Angeles Philharmonic and Hollywood Bowl.