Walpole: At LMH you work internationally with clients in London, Dubai and Sydney, and have recently collaborated with one of the most lavish new properties in Dubai, the Jumeirah Residences Marsa Al Arab. Can you tell us a bit more about the project?
Jemma Lester: We collaborated with Jumeirah Residences Marsa Al Arab to host The Circle Dubai lunch and our specialist content team at LMH produced strategic visual content on location to tell the story of the residences and the lifestyle they offer. This collaboration allowed us to highlight the unique aspects of the project both physically and digitally, while creating meaningful engagement with our audience. We’re looking forward to releasing the content soon, so keep an eye out.
How would you define the market in Dubai right now?
Dubai’s market is thriving, it’s a luxury hotspot, driven by its appeal as a tax-efficient, culturally diverse, and highly connected destination. Post-pandemic, we’re seeing increased interest from global investors and ultra-high-net worth individuals relocating for lifestyle benefits and business opportunities. The city’s focus on luxury real estate, sustainable living, and ultra-premium experiences reflects its shift towards catering to a discerning, international clientele. This is a dynamic market where innovation and exclusivity are non-negotiable.
You specifically focus on marketing to ultra-high-net worth individuals (UHNWIs). What are the key trends and insights that marketers should be aware of?
Personalisation, exclusivity, and a balance between traditional and digital integration are key to marketing to UHNWIs. These clients expect hyper-personalised experiences, with data-driven insights tailoring campaigns to resonate on an individual level. Exclusivity remains vital, with private previews and invitation-only events creating a sense of rarity. While traditional touchpoints continue to hold relevance in the marketing mix, the influence of digital platforms, particularly bespoke social media strategies, cannot be underestimated.
What strategies do you use to build and maintain relationships with UHNWIs?
Building relationships with UHNWIs is about trust, discretion, and delivering beyond expectations, all of which we aspire to achieve in our campaigns at LMH. Physical contact and consistency are critical, as they establish a strong foundation for trust. Providing exclusive access to experiences and maintaining regular, meaningful engagement ensures relationships remain strong. Every interaction is personalised and prioritised, demonstrating exceptional service and reinforcing a commitment to understanding and meeting client needs.
What are the cultural sensitives that you need to be aware of when working with diverse UHNW communities? Can you provide an example of how you adapted a marketing campaign to better align with local preferences?
Cultural sensitivity is about understanding traditions, values, and expectations. It’s important to note that different markets receive campaigns differently; what works for the UK market doesn’t appeal to a Middle Eastern market in the same way. For example, a recent campaign we did in the UAE targeting Arabic UHNWIs included much more direct messaging, whereas the same campaign targeting UHNWI ex-pats used a lot more storytelling with inspiring copy. We ensured the tone resonated with local customs by collaborating with regional experts and incorporating Arabic into key assets. This approach built credibility and trust with the target audience.
How do you balance digital marketing with traditional methods when targeting UHNWIs in locations like Dubai?
For UHNWIs, the balance lies in blending high-touch traditional methods with the efficiency of digital platforms. Traditional methods such as private events, personalised gifts, and high-end print materials remain powerful tools for fostering exclusivity and trust. At the same time, digital platforms like Instagram and LinkedIn are invaluable for storytelling and amplifying brand presence. Database marketing also plays a crucial role in retaining engagement, nurturing clients, and keeping them involved in the brand story. The key is focusing on quality over quantity, using curated content that reflects exclusivity and sophistication while ensuring seamless integration between these approaches.
How do you create a sense of exclusivity and luxury in your marketing efforts?
Exclusivity is woven into every aspect of our campaigns, from VIP bespoke events to personalised, targeted social media campaigns. Content-wise, we focus on aspirational storytelling, showcasing rarity and craftsmanship without oversharing. For instance, a recent campaign included a limited-access area on the client's website, ensuring only select clients could view specific details. This creates a sense of belonging to an elite circle.
How important are partnerships in your marketing strategy for UHNWIs?
Partnerships are integral to both creative campaigns and events, which is why we created our luxury business club, The Circle. It provides our clients and members a platform, to connect and co-market internationally. Collaborating with complementary brands, industry influencers, or cultural institutions adds depth and dimension to campaigns, creating unique offerings that amplify our clients’ reach. For events, providing an experience that showcases your brand alongside another offers the opportunity to share audiences, introducing your product to a wider network while creating memorable touchpoints. These alignments not only strengthen our clients’ position within the UHNW ecosystem but also enhance brand storytelling and engagement.
How do you measure the success of your marketing campaigns?
It depends on our objective, but we work in a response-driven way. We look at detailed analysis and optimise our strategy on a regular basis, considering KPIs and results. The key is to have a strong overarching plan but to balance that with agility - shifting focus to what is best performing. This ensures we always maximise our results and budget while maintaining a clear understanding of engagement rates, lead quality, client feedback, event attendance, and brand perception.
> Learn more about Luxury Marketing House's work at luxurymarketinghouse.com