London/Dresden (August 23, 2010) — The experts are still debating whether the financial crisis is currently over or yet to intensify. But one exclusive British luxury property and investment club is indifferent to the debate and has been expanding its portfolio. An increasing number of high net worth private investors are discovering The Hideaways Club as a new form of capital investment that will later yield a decent return on investment and now provides exclusive holiday destinations. This elite club also plans to promote its investment model to select audiences in Germany, and recently tasked Dresden-based tourism PR agency THIEL Public Relations with its publicity work.
“We are especially delighted to act on behalf of The Hideaways Club,” confirms Sebastian Thiel, Managing Director of THIEL PR. “Hideaways not only offers a financial product with integrity, but also represents the opportunity for high net worth individuals to pursue an exclusive lifestyle. This is an ideal match for our agency, which has expertise in dealing with the suitable target media and target groups, and complements our existing, exclusive client base.”
THC offers its club members and shareholders a diverse portfolio of luxury villas and chalets in Europe, Africa, Mauritius and South-East Asia. Members not only invest in these properties, but can also enjoy exclusive holidays at these destinations. The Hideaways concept offers an option to purchase a share of the full portfolio for only a fraction of the price of acquiring a personal holiday home overseas. At the same time, THC members not only have access to a private home but countless other holiday homes in desirable regions around the world. Meanwhile, they profit from medium- to long-term growth of the full investment portfolio.
With over 170 shareholders in more than 15 countries, THC is already the largest fund of its kind in Europe. Thanks to partnerships with Equity Estates in the USA and Banyan Tree Private Collection in Asia, club members can already choose their holiday home from over 45 luxury villas, chalets and inner-city apartments. The portfolio currently includes properties in Switzerland, France, Italy, Spain, Portugal, Croatia, Morocco, Turkey, South Africa, Mauritius, Bali as well as Thailand. More destinations are to be added this year.
Within the next three years, THC plans to expand to 600 members and 100 properties. Thanks to high membership satisfaction, this expansion will mostly be generated by member referrals, although strategic media and publicity work further underpins this growth in target markets. Key markets in Great Britain and the Middle East are also supplemented by strong economies in Asia and Continental Europe. Germany should also play a central role in this development.
Helmut Schön, one of the club’s founder members, explains the decision to appoint THIEL PR to manage the fund’s public image and brand acceptance in certain vertical markets in Germany: “We were particularly impressed by THIEL PR’s well-founded and intelligent conceptual approach. We also appreciate the agency’s proposed modus operandi, and our efforts are now concentrated mainly on trade and special interest publications in segments for doctors, lawyers or small and medium-sized businesses as target groups. The agency’s long-standing experience in the luxury segment also partly influenced the appointment.”
THIEL PR’s core task is now to position THC as a unique and secure financial product, and as a contemporary and flexible model for overseas property ownership and the epitome of a relaxed lifestyle, Thiel added. Another important part of the brief is to draw a clear distinction between so-called time-share models, which have a rather poor reputation in Germany, and THC’s shared ownership model – these concepts have nothing whatsoever in common.
Target groups for the PR campaign include the aforementioned income segment and investors with a strong credit rating. After all, club membership starts from a minimum of 127,500 pounds sterling or about 155,000 euros. The relevant dialogue groups are to be primarily targeted using classic media strategies with a nuanced focus on suitable media sources. Online PR strategies are to play a more complementary role, while the use of social media will at best have a marginal role. In early 2011, a critical evaluation of the chosen communication strategy will be undertaken with a view to making appropriate adjustments.
About THIEL Public Relations:
THIEL Public Relations is a PR agency established in 2004 and based in Dresden, Germany. The agency acts for international, national and regional companies and organisations for all aspects of strategic media and public relations in German-speaking countries. The agency’s specialist focus is on PR for tourism and luxury hotels. Clients in these sectors include Connoisseurs Scotland – Scotland’s most renowned luxury hotel marketing group, the southern Indian Somatheeram Ayurveda Group, operating the world’s leading Ayurveda Resorts, as well as the cross-national tourism destination of Bohemian-Saxon Switzerland, which is regarded as one of Europe’s most spectacular natural landscapes. THIEL Public Relations is a full member of the German Public Relations Association DPRG. More information about THIEL Public Relations is available at www.thielpr.com
About The Hideaways Club:
The Hideaways Club (THC) with headquarters in Great Britain was founded in 2006 as an international luxury property and investment club whose members can invest in a wide-ranging portfolio of luxury villas and chalets in Europe, Africa, Mauritius and South-East Asia where they can enjoy exclusive holidays. The fund is conservative and primarily financed by private share capital with independent administration. The auditors for the investors complete annual audits. During the past three years, the share prices have risen over 20 per cent, as THC realised extremely advantageous property acquisitions. With over 170 shareholders in more than 15 countries and with continually increasing assets of 50 million US dollars, THC is already the largest fund of its kind in Europe. Thanks to alliances with similar organizations in the USA and Asia, club members can already choose their private holiday residence from more than 45 luxury villas, chalets and inner-city apartments. More information about The Hideaways Club is available at www.thehideawaysclub.com
THIEL Public Relations e.K. | PR agency Germany
SOURCE: THIEL Public Relations