Miami’s Automotive Country Club
The Concours Club takes the concept of the luxury country club and retools it for the world of motorsports. In the place of emerald-green fairways or a glittering marina, life at this club is centered around a world-class track and associated support facilities.
Founding memberships cost $350,000. With a limited number of memberships, pent-up demand, no competition to speak of, and an extremely narrow demographic for whom privacy is a major concern, The Concours Club had to approach consumer branding very carefully.
LGD delivered a phased campaign of highly calibrated messaging that balances discretion with disclosure, allowing The Concours Club to earn invaluable credibility on the driving circuit while developing a public mystique that will serve it well into the future.
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