On Location
Olympics Paris ’24 – UHNW Hospitality Strategy
Event marketing for UHNW entrepreneurs: how Niki turned VIP hospitality at Paris 2024 into the must-attend networking moment of the year.
Challenge
The event marketing challenge: how do you sell VIP hospitality to global UHNW entrepreneurs at a televised sporting event?
Insight
As lead strategist on the UHNW VIP Hospitality programme for the Paris 2024 Olympics, Niki identified the real hook for this audience: they weren’t interested in sport. For UHNW entrepreneurs, proximity to other UHNWs is the product. They didn’t want to watch the games — they wanted to be where it was all happening.
The brief evolved from ‘selling a hospitality package’ to positioning the games as the highest-density networking moment in the global UHNW calendar.
The event marketing strategy: how three campaign concepts turned a hospitality product into a networking requirement.
Working from seed audience research across 8 markets, Niki developed the full UHNW go-to-market strategy — including three campaign concepts built around a single idea: the networking vertex.
Ten partnership proposals followed, each selected for evidenced UHNW audience affinity. Earned placements were secured in elite family office newsletters and investor podcasts across target regions, supporting the broader event marketing strategy. The narrative shifted from ‘VIP package’ to ‘unmissable moment’ — and the right people started talking.
Brand
On Location
The Olympics VIP Hospitality
Industry
Hospitality Industry
Event Management
Skills
Audience Research
Experiential Marketing
Partnership Strategy
Earned Media
Led by
Niki McMorrough
“So many venture capitalists have gone to Paris to see the Olympics and network with each other. I’ve been pinged by so many investors that I thought ‘I have to go’.”
Event marketing deliverables for the Paris 2024 Olympics UHNW hospitality strategy
10 Partnerships
each selected for evidenced mutual UHNW audience affinity
3 Concepts
built from seed audience DNA across 8 UHNW markets
Earned Media
placements secured in family office newsletters, investor podcasts & UHNW media
The full results of this UHNW event marketing engagement are confidential.
To discuss how our head, heart, hands approach can help your brand, use the form to get in touch.
Questions worth answering
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Often not on its own. For UHNW audiences, the highest-performing tactics are usually offline: private dinners, partnerships and earned placements in trusted channels. Digital is part of the mix, but rarely the whole answer. If you’re weighing the channels for your event, let’s talk it through.
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Yes. The audience-first approach applies across the affluence spectrum, from mass affluent to billionaire. What shifts is the psychology of wealth, plus region, age and cultural context. Every event marketing plan we build is bespoke to your audience. Let’s have a conversation about yours.
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Yes. For Paris 2024, On Location ran delivery in-house, so Niki’s engagement was consultancy-led. For other clients we brief the collective, manage delivery and track performance end-to-end. We’ll tell you honestly which fits your brief. Everything starts with a conversation.