Lusty Glaze Glamping Launch
Brief
It’s the middle of the great global pandemic of 2020 and a client says “we’re going to launch a brand new product.” Gulp.
It was the perfect, no brainer solution to a challenging situation; Lusty Glaze Beach couldn’t open in their usual way due to coronavirus regulations and they had 12 bell tents lying around from an event that couldn’t go ahead. The idea was to flip the situation into a positive and pitch them on the sand as a luxury, pop up glamping experience for one summer only. Usually, a product launch is a result of a carefully considered and evaluated situation but there was no time to question if it was the right time to try and do something of this scale – it was proactive, it was positive and it was a great product. We just needed to bring the Lusty Glaze Yurt Collection to life and get the word out there, fast…
The Plot
After some soul searching and several Skype meetings, we put some fundamentals in place and got to work on bringing marketing assets together. We basically needed everything from the ground up; website copy, social posts, press releases and statements, you name it. We quickly flipped the brand’s narrative so that everything pointed back to the Yurt Collection first and foremost, and we organised a press trip for national journalists, bloggers and influencers.
The whole project went from concept to life in just five shorts weeks. After preparing as much as possible and, in what felt a little like a hold-your-breath moment (would enough people be convinced whilst the world was in pandemic mode?), we pressed ‘Publish’ on the launch social post that would project the Yurt Collection out into the world…
What happened next?
The initial launch post on social attracted thousands of likes and hundreds of comments, reaching almost a quarter of a million users organically. Over the course of the summer, national coverage was secured in The Telegraph, The Daily Mail, The Sun, Time Out, Stylist, London Evening Standard and more. All the reach, coverage and exposure is great brand awareness for Lusty Glaze but obviously the main aim was to give people the ‘I wants’ and get them to book. As a limited time only situation, we needed to fill all the yurts for the two months they were available. Very happy to say it was mission accomplished, and an epic example of collaboration between creative and client to launch something so mega in lockdown!
