The partnership sees the launch of a microsite integrated within the private community where members can interact directly with representatives from the Luxury Collection.
A series of blogs from Luxury Collection concierges around Europe and Africa sharing local knowledge and information on key events in the social calendar will be central to the community.
Events planned for the blog include insiders’ guides to the Venice Film Festival and the Gansbaai Great White Shark Festival in South Africa.
ASW users will also be able to question the concierges on the blog content and add comments.
The community platform will also include an interactive calendar of events around the world, destination guides with suggestions for where to eat, shopping and culture and details of Luxury Collection packages.
ASW will support the Luxury Collection community through integrated links and advertising within the Global Events Calendar, ASMALLMAGAZINE during the campaign and content within email newsletters.
Digital marketing agency LBi helped develop the strategy as well as worked with ASW on the community platform.