Burberry

The fashion house with headquarters in London and heritage stretching back to 1856 targeted high-spending Asian customers by commissioning us to create bespoke travel guides.

The brief

The 167-year-old brand has more than 400 stores globally, but the client wanted to strengthen its presence in Asia’s sizeable high-net-worth market. We agreed on a campaign to create eight city guides, which would be placed at Burberry boutiques in the Asia Pacific region and sent directly to its VIP customers.

Our solution

Ten’s EMEA content team worked closely with colleagues in Singapore, Hong Kong, and Tokyo to produce guides to these cities as well as Shanghai, Seoul, Beijing, Taipei, and Chengdu.

The print publications each feature 45 recommendations that appeal to Burberry’s high-net-worth customers, with distinct sections dedicated to restaurants, bars and nightclubs, hotels, and culture. Every listing includes a striking image, a pithy description, and a ‘Concierge tip’ based on our in-destination knowledge. The guides were delivered in English and transcreated in-house to Cantonese, Mandarin, Korean, and Japanese.

Services

Print | Design

The impact

The printed guides landed in stores in early 2023, with positive responses to the content and imagery from Burberry customers and client stakeholders.