As part of the ongoing relationship with British American Tobacco Australia, New Zealand and The Pacific we were asked to create a programme that acknowledged the partnership of key business owners in Papua New Guinea. These core individuals were responsible for 80% of all sales in this emerging market. Our client was looking to cement these relationships and explore further opportunities for partnership.
The target audience were used to hospitality from their suppliers and were in their own right very wealthy. We used this to our advantage by capitalising on their desire to be recognised as a VIP and creating a money can’t buy experience.
Uno Loco established ‘The Gold Leaf Club’ which harnessed exclusivity and bespoke, experiences.
Every detail was carefully crafted to be a personalised journey. For example:
- Guests were delivered a box with an ipad requesting them to “PLAY ME”. The individually recorded videos invited them to join the exclusive members of the Gold Leaf Club on an adventure to LA & Vegas.
- Guests received individual gifts in their rooms with a customised letter each night. For example the night before we headed to a baseball game in LA, where we sat behind the dugout, each guest came back to their room to find an exclusive players only edition of the jersey with their nickname emblazoned on the back.