Elan Experiential Design trip featured in December 2005 Robb Report Ultimate Gift Guide
Why was a story in the Robb Report Ultimate Gift Guide so important to your client?
Dennis O'Connor: Elan Experiential Design is a Newport Beach, CA, company that over the last 18 months has moved into the luxury travel market, creating customized experiences for the wealthy. The Robb Report was a target because of its high-net-worth readership.
How did you reach out to the Robb Report?
O'Connor: To be honest, we initially pitched a trend story on seeking the ultimate travel experience. One of the editors, Sheila Gibson Stoodley, came back and told us Elan sounded perfect for the Gift Guide.
The Gift Guide featured an Elan-designed $6.4 million polo-playing trip to Argentina. Who came up with that concept?
O'Connor: Gibson Stoodley suggested Argentina, which is a hot destination right now.
We thought up the polo experience and then created a Power Point presentation that showcased the presidential suite at the Faena Hotel & Universe in Buenos Aires, where the guests would stay, as well as receive lessons from world-class polo players.
Did a Robb Report reporter or photographer travel for this story?
O'Connor: No, we arranged phone interviews with executives at Elan, as well as the hotel general manager and our polo contact in Argentina. We then tracked down photos, secured their rights, and worked with the photo editor to make sure they were high-quality, high-resolution.
What was the impact of the placement?
O'Connor: The story provided a tremendous credibility boost for a relatively young company. Not only is Elan leveraging the story as a marketing tool, it was subsequently invited to a Robb Report-sponsored private reception at a luxury car auction in Scottsdale, AZ, that attracted the exact people it's looking to reach. It also triggered interest from The Wall Street Journal and CNBC, which included the polo experience during a segment on the Gift Guide.
Name: Dennis O'Connor, president of Paradigm Communications
Placement: Elan Experiential Design trip featured in December 2005 Robb Report Ultimate Gift Guide
Pitch timeline: Five months