Accord Marketing: Communicating with the luxury audience

Jasman Ahmad, strategy director at Accord Marketing, shares his insights on communicating with the luxury audience.

Beyond knowing who to talk to when marketing luxury travel brands, it’s just as important to know how. What does your audience want to know?

The power of luxury lies in its exclusivity which, in media terms, translates as not being seen everywhere. Luxury brands do not strive to please everyone all of the time, so visibility is highly selective, with messages that entice their target audience to be part of an exclusive community. To elevate themselves above mid-market brands, communications must focus on heritage, extraordinary experiences and superior customer service.

Above all, audiences want to experience that feeling of exclusivity and special treatment from the moment they interact with an ad.