OCTOBER 28, 2008

6 Connects Ultra-Affluent Americans with Extraordinary Experiences—and Advertisers with Ultra-Affluent Americans

Phoenix—McMurry next week will launch its new enterprise, 6, which connects ultra-affluent Americans with extraordinary, once-in-a-lifetime experiences and luxury brand advertisers with a database of ultra-affluent Americans that has taken nearly two years to develop and that promises to deliver the purest upscale audience ever.

The rollout begins with the bimonthly 6 magazine arriving in 100,000 households that possess an average net worth of $25 million, according to Monroe Mendelsohn Research. The magazine, in conjunction with the rich, multimedia website experience6.com, will immerse consumers in a full sight, sound and motion preview of six ultimate experiences available for purchase, allowing consumers to live out what they’ve read about and explored.

“6 is the result of breakthrough insights we discovered about wealthy consumers and luxury advertisers that get to the heart of what they have each been missing,” said Tracie McLaughlin, publisher of the 6 media assets.

“Advertisers felt existing media options exposed their products to too many consumers who aspire to be wealthy, rather than those who actually are wealthy,” she explained. “And ultra-affluent consumers told us that once a person can afford all the material possessions they’ve sought, the next pursuit is about experiences that enrich life.”

This knowledge drove McMurry to create a way for ultra-affluent consumers to get what they wanted with turnkey, concierge-service experiences that start at $30,000 per person. The top price in the premiere group of experiences is $190,000.

The knowledge also led McMurry to build a first-of-its-kind database of 100,000 American households with an average net worth of $25 million. 6 magazine is not available on newsstands and people cannot receive it by filling out a subscription card. The only way to receive the magazine is by being on the list, so luxury brands now, for the first time ever, can connect directly and only, to ultra-affluent consumers, with no wasted circulation.

This business model has resulted in advertising commitments from some of the largest luxury brands in the U.S. for the premier issue, including Hermès, Jaguar, David Yurman, Net Jets, Corum, Pal Zileri USA, Davidoff, La Prairie, Girard-Perregaux, Carl F. Bucherer, Viking and Ulysee Nardin.

The experiences in each issue and online are centered on six passion points of the ultra-affluent—wealth, style, travel, treasure, design and body. Under the guidance of the McMurry editorial team and the 6 Experience

“The full complement of six experiences that will be available to purchase represents a diverse spectrum of extraordinary experiences for the 6 audience to enjoy,” said Catherine Gundersen, editor-in-chief and content director of 6. “These are experiences some people only dream about but that this affluent audience can live out.”

The 6 Wealth experience in the first issue takes buyers into the world of handcrafted single-malt Scotch whisky. They will travel to Scotland, where the Macallan master distiller will help them create a unique bottle of Scotch to suit their palates. Buyers will savor the country’s wondrous art of whisky, as they luxuriate in turreted Easter Elchies manor house, by invitation only.

The 6 Style experience is a true London affair. The buyer will receive an exquisitely tailored wardrobe from exclusive bespoke tailor Mark Powell and three separate first-class trips for fittings. The buyer will live the good life in town and country.

The 6 Travel experience immerses buyers in Argentinean culture and sport. During their stay at a sumptuous estancia, they will blend into the country’s elegant polo scene, play with international stars and explore Argentina’s gaucho tradition at dinner with the famous Güiraldes family.

The 6 Treasure experience begins in Tahiti on the remote Polynesian island of Taha’a in the Society Islands Archipelago. With a private yacht as their base, buyers will dive for pearls half-buried at the bottom of a remote lagoon. Then, with London jewelry designer Hannah Martin, they will create a stunning piece made from their new pearls.

For the 6 Design experience, buyers will be immersed in the dazzling wonder of mosaics. Bisazza, the world’s most chic mosaic designer, will open its Vicenza studio in Italy to buyers during their mosaic immersion and they will come away with their own unique mosaic design. They will also discover the Orsoni family secrets at their foundry in Venice.

The 6 Body experience takes buyers on a spa pleasure journey from Sedona to Zurich with the world’s top spa designer and together they will create the best and most exclusive spa of all—the buyers’ own, right in the comfort and convenience of their home.

Full details of the experiences are available at experience6.com. To customize and purchase an experience, contact the 6 Experience Concierge at 866-591-0260.

About 6
6 brings extraordinary experiences to life for the ultra-affluent: in print with 6 magazine, online at experience6.com and in life through the 6 Experiences for purchase. Organized around six areas of interest to the ultra-affluent audience—wealth, style, travel, treasure, design and body—6 offers unique experiences that correspond with these interest areas and provides the 6 audience with remarkable, one-of-a-kind luxury opportunities to experience the extraordinary.

About McMurry
McMurry (mcmurry.com), with three offices in Arizona and New York, offers a complete line of marketing communications services to a variety of clientele, including GlaxoSmithKline, The Ritz-Carlton Hotel Co., Amtrak, CBS, Aon, CVS Caremark, Waste Management, USAA, 24 Hour Fitness and Thomson Reuters, as well as resources to more than 10,000 corporate professionals. The company has specialized practices in healthcare, finance and insurance. It is among the largest independent marketing communications companies in the U.S. and is recognized by the Great Place to Work Institute and Society for Human Resource Management as one of the top five “Best Small Companies to Work For” in the U.S.

 

Tom Garett, VP/Client Services & PR

P: 602-291-0539
E: TOM.GARRETT@MCMURRY.COM