Case Study

ONE°15 MariNa Club

Client: ONE°15 MariNa Club

Communication Tool: lONgiTudE MagaziNE

Frequency: bi-MONThly

Objectives: lOyalTy / aCquisiTiON / salEs / ENgagEMENT

Target audience: b > C

Intelligence

talktoswitch.com ~ 01 ~

The best marina in Asia.

Overview

Repeatedly voted the best marina in Asia by its peers, ONE°15 Marina Club is one of Singapore’s most desirable members-only clubs. There is an extensive waiting list to join, with successful applicants paying upwards of S$60,000 for membership.

But ONE°15 Marina suffered from a classic luxury brand problem: its primary print communication was not nearly of the standard of the club itself. The job of closing that gap was given to Switch, whose long experience of luxury lifestyle customer publishing put us in the perfect position to make ONE°15 Marina shine brightly for its members.

talktoswitch.com ~ 02 ~

It needed a communications

tool to match.

The Challenge

ONE°15 Marina Club’s mission is to be Asia’s finest marina and leisure hub. It has exceptional marine support infrastructure and sailing services, and a diverse portfolio of complimentary luxury-level services such as dining, sports, spa and wellness, and exclusive member events. This mix of lifestyle elements is, in itself, a wonderful brand story, but the promotion of these amazing facilities to club members has been historically weak.

ONE°15 Marina Club’s incumbent bi-monthly magazine, Longitude, was doing poorly. The region’s yachting elite paid little attention to the publication, making its effectiveness as a strategic marketing tool limited. Financially, the magazine was underperforming too. Advertisers said that the magazine was not sufficiently luxury-led, meaning advertising revenue was negligible. The publication struggled to cover its costs.

talktoswitch.com ~ 03 ~

Engaging the readers.

talktoswitch.com ~ 04 ~

The Solution

Switch worked closely with ONE°15 Marina Club’s marketing team to give the magazine a complete revamp. Past experience meant that we knew the key was to engage all stakeholders early on, with a clearly defined path to improvement.

By talking to club members, advertisers and staff, our publication audit led to a thorough redesign; including changing its size, paper stock and coating. But most importantly, it gave it new direction.

New editorial platforms were introduced to cover a wide variety of luxury lifestyle topics that appealed directly to our target demographic. And a more intelligent approach to covering club events was implemented, including first-person reviews of classes and interviews with key members of the team, a strategy which encourages a closer relationship between the club and its members, whilst offering a diverse voice for both magazine and club.

Setting the right tone.

Results

Perhaps the biggest change is that members now actively seek out the magazine, while in-house departments vie for coverage in forthcoming editions.

Longitude is now distributed to the club’s dedicated member-list of 4,500, with an additional 500 non-members and stakeholders also receiving the magazine.

Lastly, the advertising community has embraced Longitude as a publication of real worth, with a dramatic increase in profitability from the first revamped issue.

talktoswitch.com ~ 05 ~

Celebrating success.

talktoswitch.com ~ 06 ~

Switch has done a great job with our magazine. The revamped Longitude has garnered wonderful feedback from our members, and fits in with the sophistication and elegance of ONE°15 Marina Club perfectly.

Nicolette GohCorporate Communication Executive

ONE°15 Marina Club

Testimonial

In Numbers

LONGITUDELuxury Lifestyle Magazine

Longitude

6 issues a year

12,500 Ultra High Net Worth readership

#1 UHNW marine publication in region

1 delighted client

Always talking about you.

If you want your customers in Asia

and the Middle East to talk about you,

you need to talk to us.

talktoswitch.com

Switch Limited

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Switch Communications

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Email: owen@switchsg.sg

Switch Limited

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