DATE / June 2013, 2014, 2015, 2016, 2017, 2018
SCOPE / Event Director. Reporting to the Founder & CEO I oversaw the full delivery of six editions of L.E/Miami including the launch of the inaugural event in 2013 as Marketing Manager, through to creating sub brands, and developing long-term strategy. My role included managing a team of sales, marketing, and operations personal, managing the multi-million-pound (GBP) P&L budget, and managing the relationships with key partners and stakeholders.
OBJECTIVE / To definine the contemporary luxury travel market.
OVERVIEW / L.E/Miami is a travel trade festival dedicated to the thriving high-end contemporary travel market, set on Miami’s South Beach. Hosting 1,700 delegates, the show promotes creative and high-end suppliers offering unique, design-oriented and personalised products and services aimed at the Creative Class. More than a tradeshow, L.E/Miami is a movement based on mindset. It’s a global collective of the most influential names and innovative brands in the contemporary travel game. It’s where the best in the industry come to get better at what they do.
LE Miami is a collective of fiercely different brands. What unites them is they all differentiate themselves by owning their individuality. We created an Own It campaign to highlight their common mindset. Creative assets included video content screened on sphere screen over the four day event and a custom tote printing activation allowing delegates to print their own unique design.
To demonstrate the limited edition nature of the collective, we worked with illustrator Agata Rek to illustrate 12 of the founders of contemporary luxury travel. The illustrations where used as 12 covers different covers for the event magazine, an installation on the event floor, and Agata set up at the event to personalise each delegates tote bag with their own image. oneimagenation.com
Contemporary luxury travel is at the intersection of art, music, film and fashion. To showcase this, we held a four of events each in a different city with a different pillar. London film, Paris fashion, New York art and Los Angeles music. We partnered with Daena Jay to provide a sound track to each video and had her perform in the final event in Los Angeles. daenajaymusic.com
The Collision: Los Angeles
The Collision: New York
The Collision: London
The Collision: Paris
SLH SESSIONS brought to you by Small Luxury Hotels of the World
LOOKING FLY - Andaz & Kelsey Montague Wall
EAST GARDEN by EAST, Miami
IN THE MIX by Absolute Elyx
L.E/MIAMI's event magazine produced annuall over the June event.
Leadership Lab Insights and Rise of the Creative Class
Developed an event content and distribution strategy. The targeted content, developed through audience insight and market research, increased web traffic by 366%.
Worked with digital partners Little Giant to created a native mobile app across iOS and Android that amplifies and streamlines their expo experience.
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