High-end smartphone manufacturer Vertu is targeting couples with a complimentary two-day getaway this Valentine’s Day to promote the brand’s concierge services.
Consumers weighing the advantages of a Vertu smartphone may be swayed by the concierge offers. Also, timing the gifted getaway with Valentine’s Day weekend will likely cause a surge in interest as consumers shop for the ideal gift for a loved one.
"Vertu has a valuable concierge service as you are able to get VIP access to and reservations at exclusive venues like nightclubs and restaurants," said Simon Buckingham, CEO of Appitalism, New York.
"In many cases, you can access just by showing the doorman or receptionist your Vertu phone," he said. "This is great when you are dating or trying to impress your significant other as it makes you look cool, even if you're not.
"If you are trying to get a last-minute table at a hot restaurant for Valentine's Day, then the Vertu Concierge service is a good bet to help you."
Mr. Buckingham is not affiliated with Vertu, but agreed to comment as an industry expert.
Vertu was unable to comment directly by press deadline.
Be my Valentine
Vertu publicized the offer on its social media pages.The post also promotes Vertu’s latest smartphone, the Constellation, by featuring it in included images.
On Facebook, Vertu explains its Valentine’s Day offer, available through Feb. 23, in more detail.
The manufacturer is offering an exclusive romantic getaway for two with the purchase of any two smartphones.
Vertu's Valentine's Day promotion post
Although consumers interested in the Valentine’s Day offer can buy any phone in Vertu’s catalog, the presence of the Constellation may spark interest.
The limited-quantity complimentary gift with purchase includes a two-night stay at Banyan Tree hotels and resorts’ properties in either Bangkok, Bintan Island, Indonesia or Acapulco Diamante, Mexico. Vertu included photographs of each property to further entice consumers looking for a relaxing vacation.
Consumers who participate in Vertu’s offer will also receive complimentary breakfast, dinner for two and a spa session at the selected hotel.
By taking the planning out of a vacation, Vertu is likely to create loyal customers who come to rely on the brand’s other VIP services.
Banyan Tree hotel and resort on Bintan Island, Indonesia
A click-through on the link lands on Vertu’s gifting Web site. By scrolling down, consumers can access gifting advice curated by local Vertu boutiques and request additional information about the manufacturer's products.
Included in this section are two testimonials meant to display how a Vertu Constellation smartphone makes a thoughtful gift.
The first tells of a couple excited that the Constellation was available in their favorite colors, while the second tells of a man who bought the smartphone in orange to match his wife’s Hermès Birkin handbag.
Vertu’s Valentine’s Day offer will likely generate sales, but its main objective is likely to promote the Vertu Life service.
Vertu Life provides smartphone users with access to invite-only events, private members’ clubs and shopping experiences based on location.
At your service
Vertu’s Vertu Life acts as a virtual concierge service for smartphone users. The program intersects with the rise in concierge services elsewhere.
For example, Starwood Hotels and Resorts’ The Luxury Collection leveraged the knowledge of its global concierge team with a new storytelling initiative that explores remote and culturally-rich information about certain regions.
The “Certified Indigenous” series provides the concierge team with an opportunity to share travel secrets and impart advice on essential places to visit. Showcasing the expertise of a concierge team on social media will allow hotel brands to infuse everyday promotional efforts with the gravity of a property’s heritage (see story).
Although Vertu offers exclusive services, it still aims to function as a top phone.
The manufacturer announced a partnership with mobile management company Red Bend Software to give customers more reliability through seamless software updates and enhanced mobile service.
Vertu helps its mobile-savvy customers stay connected by providing the most up-to-date software. Red Bend Software allows Vertu’s high-end clientele to update their mobile devices easily and quickly via Firmware Over-the-Air software (see story).
Affluent consumers gravitate toward brands that curate experiences based on personal preferences.
"The Vertu Life concierge service works very well in the United Kingdom, although I haven't used it in other regions of the world," Mr. Buckingham said.
"Also, the concierge service is a relatively unique service that consumers can get if they own a Vertu phone, differentiating the device with a value-added benefit," he said.
Final Take
Jen King, editorial assistant on Luxury Daily, New York