Immersive Real Estate Experiences Captivate Over a Quarter of a Million Ultra-Affluent Consumers at Nearly 100 Events Hosted by Christie’s International Real Estate in 2016
The world’s leading luxury property network hosted event initiatives in 13 countries, ranging from sponsorship of large-scale international fairs to intimate art dinners for billionaires
London, U.K. – Thousands of luxury homes represented by Christie’s International Real Estate Affiliates were propelled onto the global stage last year at nearly 100 high-visibility events hosted by the world’s leading luxury real estate network and real estate arm of Christie’s auction house. Increasing the firm’s brand awareness on an unparalleled global scale, luxury properties were prominently promoted at high-profile art and lifestyle events across 13 countries.
2016 was a banner year for events lead generation and brand impact. Christie's International Real Estate sponsored more events (94) and reached larger numbers of affluent global clientele (290,000+) than ever before. In total, the firm reached more than a quarter of million ultra-affluent consumers worldwide in 2016 through its events marketing program.
Demonstrating the unique relationship between art and real estate under the Christie’s brand, Christie’s International Real Estate hosted 25 intimate cocktail parties and sale previews as well as more than 20 valuation and appraisal days across the globe. Luxurious booths offering real estate print collateral and video montages were featured at dozens of important Christie’s auctions including in New York, London, Geneva, Hong Kong, Shanghai, and Dubai. Shadowing the auction house’s expanded initiatives across global growth markets in recent years, Christie’s International Real Estate connected with affluent emerging market collectors in 2016 at events in Russia and India.
In conjunction with its U.K. and Netherlands Affiliates, the firm also embarked on an innovative venture to interface in real time with the next wave of luxury buyers of both art and real estate. Named “Christie’s Lates” these monthly affairs targeted young professionals by opening Christie's South Kensington and Christie’s Amsterdam for after-work drinks and expert talks.
More than 2,350 affluent individuals attended Christie’s-sponsored events at Affiliate properties, providing a unique opportunity for new potential homebuyers to experience a luxury listing. Christies' specialists curated installations in 25 residences, which served as a backdrop for cocktail parties, educational lectures, and tours for wealthy clients. Among the highlights: Latin American Art was featured at a breathtaking new home in Miami, California's Del Dios Ranch was adorned with American Paintings, and Contemporary Art sat high up in the clouds in a beautiful New York City penthouse.
In addition to Christie’s auctions, the firm sponsored Art Wynwood, Art Southampton, and Art Miami, attended by affluent art collectors from around the globe. As the sole real estate sponsor for the Pebble Beach Concours d’Elegance, Christie’s International Real Estate was joined by the Christie's jewelry department who premiered jewels from The Private Collection of President and Mrs. Reagan at the event. VIP millennials also engaged with the real estate network at Austin’s South-by-Southwest Festival (SxSW) at an immersive social media-focused cocktail party held in a Four Seasons penthouse listing.
Christie’s International Real Estate’s 2017 event marketing program is set to build upon the successes of 2016 with a diverse global program targeting the world's wealthiest potential homebuyers and sellers. The year’s program kicks off at the inaugural Art Palm Beach this month.