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. Headquartered in London, Soho House & Co. now have eighteen Houses in six countries, over 50,000 high-level members, is adding five additional Houses 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 curated private hire events.
THG has secured a multi-faceted partnership with like-minded brand BMW. The global BMW Official Automotive partnership serves as a cornerstone of the automaker’s experiential marketing for their BMW i electric model including extensive custom touchpoints with Soho House in London, Berlin, Toronto, New York, Miami, West Hollywood, Malibu and Chicago. The partnership supported Soho House’s pop-up at Palm Springs’ Coachella Music Festival and both partners involvement in contemporary art.
In addition, THG partnered Lancôme and Vanity Fair with the West Hollywood and Malibu Houses during the 2018 Oscar week. Lancôme hosted a global press conference and luncheon at the Little Soho Beach House to announce their new worldwide literacy Write Her Future initiative with Lancôme ambassadress Taylor Hill. Vanity Fair and Lancôme hosted a star-studded high-profile Oscar party at the West Hollywood House to celebrate Women In Hollywood, the evening benefited the Time’s Up movement.
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.