Diamond Lounge: My Space for Millionaires

 

Objective
  • Launch a new invitation-only social networking site for upscale and wealthily individuals seeking like-minded people for business or social interests
Strategies
 
  • Created an exclusive media outreach campaign, where we used the same criteria as Diamond Lounge in selecting its members 
  • Opened up the “gated-online community” to select media to take a test drive and interact with international community of members
Results
  • Conducted successful New York and London Media Tours
  • Worldwide media attention to Diamond lounge with media in Europe, North America and Middle East
  • Successfully branded Diamond Lounge as the “MySpace for Millionaires”
  • Major Media coverage: Wall Street Journal, Business Week, New York Times, Forbes, The Guardian, The Times (of London)