Defining a movement-based mindset for 2,000+ global innovators on South Beach.
Mission: In 2013, the luxury travel market was fragmented. The mission was to define the contemporary luxury travel market by launching a global collective of the industry’s most innovative rule-breakers.
Design: I served as the ‘Execution Engine’ for L.E/Miami, managing a multi-million-pound P&L and a global team of 60+. I designed a ‘Trade Festival’ model that replaced the sterile trade show floor with a movement-based mindset. I engineered the strategic revenue modelling and sponsorship tiering that allowed the event to scale rapidly.
Impact: Achieved a 637% increase in profit and a 181% increase in revenue over six years. Hosted 2,000+ delegates annually and defined a new global standard for the luxury travel industry.
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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