Knightsbridge Circle is an exclusive travel and lifestyle service with the world’s best concierge staff-to-member ratio of 1:5. Since inception, they have encapsulated a simple idea: exceptional personal service at an unsurpassed level. Our PR remit is to promote awareness of the brand and its unique selling points, and support new member acquisition.
In our media relations, we have focused on topical issues such as ‘human interaction’ being the new luxury, and bucking the trend of staycations to book European travel for members. Creative storytelling is at the heart of everything we do – and we always, where relevant – use research, facts and figures to highlight trends.
In order to showcase the extraordinary quality and service of Knightsbridge Circle, Mercury organised overnight press stays and interviews with the founder at The Rosewood and Corinthia hotels, with significant names attending such as the Head of Telegraph Magazines, plus senior Boat International and Vogue attendees.
We had our work cut out overseeing quite possibly the largest story we have ever dealt with – Knightsbridge Circle was first in the world to legally offer a COVID vaccine privately, in the United Arab Emirates. We achieved 96 pieces of coverage across 17 countries, with a circulation of over 1 billion over two months – in the US alone, we spoke to the New York Times, Wall Street Journal, Forbes, ABC, NBC, CBS and many more titles. We closely guided the client, dealing with the messaging of this highly polarising and controversial story to position him as a pioneer with a strong moral compass.
Knightsbridge Circle has retained 100% of its members, in spite of lockdowns, and seen a 15% growth in new members during the first quarter of 2021 – almost entirely down to the exposure which our media relations has given the brand. There have been 2,000 new membership enquiries – this significant increase in demand is hugely beneficial ahead of their Monaco and Miami office openings.