Gold Medal sets out plans to raise profile of Pure Luxury brand

A dedicated Pure Luxury marketing team has been put in place “with almost a separate business focus”. “We are working towards creating an individual space for Pure Luxury to live in,” she said.

To further promote the trade-only brand, a dedicated social media channel will be added and a new website launched in January.

Pure Luxury will launch its "biggest-ever" campaign – The Luxe List – later this week; the campaign will focus on 16 destinations, each getting its own microsite.

The campaign will be supported by a 60-page paper brochure available to top-selling agents, as well as trade incentives.

‘Evolution, not revolution’

New destinations and properties are being sought. “We are looking at partners we are not yet working with or working as well with,” Lancashire said.

“With destinations, we’re pretty much there, but we’re looking to expand in the Caribbean, particularly Turks & Caicos and Grenada. In many of the destinations we are already work with, we’ll maybe refresh with a finer focus.”

Lancashire said there would be no radical changes to how Pure Luxury was run. “It’s evolution, not revolution, because I’ve inherited a fantastic team. It’s about how can we do it even better?”

She said she had been surprised by the scale of Gold Medal since joining. “It’s purely B2B, it’s behind a bit of a curtain; you don’t necessarily see the size and strength of the whole group – it’s been a very pleasant surprise.”