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Ultimate Experiential Marketing: Bringing Passion to Life A 360 Degree Strategy

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There’s a Grand Canyon of difference between old world ‘event’ marketing and Ultimate Experiential Marketing.
The most notable being that Ultimate Experiential Marketing:
•   Focuses on content rather than venue, food or audience
•   Creates a physical immersion and inspires participants to tell a great story about the brand
•   Seamlessly weaves and fully integrates digital activation and social media with every facet of the marketing mix to leverage user generated content and participation
•   Connects more intimately with customers and inspires them to buy
•   Offers a true user-focused, memorable experience rather than a brand “look at me” moment
•   Delivers much more effectively all of the traditional benefits of traditional ‘event’ marketing including:
  • Relationships
  • Awareness
  • Increased Loyalty
  • Relevance
  • Interaction and increased purchase
  • Cherished memories and word-of-mouth brand ambassadors

Recent surveys by The Luxury Marketing Council show that more luxury brands are investing a greater portion of their marketing budgets in Ultimate Experience Marketing.  And Event Marketing Institute research says 96 percent of people who participated in an Ultimate Experience Marketing event are dramatically feel more positively about and are more inclined to buy the brand, with a solid 54 percent actually buying. 

Please join us for a compelling exploration of the ‘ins and outs’ of the new Ultimate Experiential Marketing and how this important strategy can better surprise and delight your best customers and drive more revenues to your brand’s bottom line.

Ultimate Experiential Marketing: Bringing Passion to Life A 360 Degree Strategy

about the speakers

Sally Hurley


VIPdesk Connect

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Sally Hurley, CEO of VIPdesk Connect. Founded in 1997, VIPdesk is a recognized leader in managing high-touch, omni-channel customer service operations for luxury and premium brands. VIPdesk’s primary focus is, and always has been to provide clients with exceptional customer service to create memorable customer experiences. By managing over 2 million customer interactions per year, VIPdesk has a direct pulse on today’s affluent consumer and provides valuable marketing insights to its clients and stakeholders.  
Sally Hurley is a fearless and bold entrepreneur with a history of building companies, raising venture capital and thought leadership in the customer service industry. With years of strategic planning, operations and business development, she never stops!

Sally is rather obsessed with the customer experience and thinks that customer service should be easy and helpful. We think it’s her 25 years in the concierge and hospitality industry. For that matter, she will happily make you an awesome dinner reservation or recommend a cool hotel anywhere in the world.

A woman of many talents; she can ride a 15-foot unicycle. It’s true, she can and she has. When she’s not working, you won’t find her on a unicycle anymore; she will more than likely be traveling somewhere fabulous with her family, sailing, paddle boarding or skiing. Next trip- Croatia.

Her inspirations? Dad is a fighter pilot in WWII, Mom bravely stayed home to raise 5, Son Eli-pure joy and would like to have 5 more just like him, her love Mo - fellow entrepreneur and her fearless and bold family, friends and team members.

Sally currently serves on the Boards for YPO Gold (Washington Baltimore) and Meeting House Cooperative Preschool.  She is a past President of the Entrepreneurs Organization.  In addition, Sally is a graduate of the C200 Protégé Program.  As an avid supporter of small business, she is also an investor in Mom Made Foods and Pinxter.

Thomas Serrano


Havas Luxe

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A native of Cannes, France, Thomas Serrano graduated from EDHEC in 1998 with a degree in Business and Entrepreneurship.

In 2008, after working in Paris for 10 years at special event agencies Market Place and Le Public Systeme, Thomas founded Havas Luxe, an haute communications agency creating elevated memorable connections.
Fluent in French, Spanish, and English, Thomas has produced events and worked in the luxury industry in Europe, the US, and China.
He has served as a guest speaker at SXSW Interactive, Fashion Institute of Technology, Columbia Business School and NYU. He is also a member of the Luxury Marketing Council and an Executive Board Member of the Luxury Education Foundation.

Ultimate Experiential Marketing: Bringing Passion to Life A 360 Degree Strategy

about the brands

VIPdesk Connect provides outsourced customer service (contact center services) for iconic luxury brands.  VIPdesk was founded in 1997 with the mission of providing exceptional customer experiences (via phone, email, chat and SMS) to clients requiring nothing less than the best service for their most valuable customers. 

In March 2014, VIPdesk Connect was established to address the unique customer service needs of the luxury market.  VIPdesk Connect is exclusively focused on tailoring customer service programs in the U.S. for brand-conscious companies including luxury retailers, travel, hospitality and consumer products companies. The primary focus is to match passionate college educated professionals (agents- called Brand Ambassadors) with the iconic brands they love. 

Core values of authenticity, transparency and being helpful- support VIPdesk’s mission to provide customers with exceptional genuine service to create memorable experiences.

Havas Luxe is a boutique communications agency, under the Havas Group network, that specializes in the branding and marketing of luxury brands and products.
Havas Luxe aims to create meaningful moments that inspire true connections between people and brands through creativity, strategy and innovation.

Clients include: Audemars Piguet, Breitling, Bvlgari, Calvin Klein Fragrance, Dom Pérignon, Elizabeth Arden, Fendi Fragrance, HSBC, Hugo Boss, IWC Schaffhausen, Jaguar, Kering Group, Lazard Frères & Co., Millesima USA, Moët & Chandon, Nespresso, Paco Rabanne, Ralph Lauren Fragrance, Rémy Cointreau, Roger Dubuis, Swarovski, The Row, and Veuve Clicquot.