The Lane Events.
A celebration of magical pockets of the world. A collision of visionary creatives. The Lane Events are your brand’s story translated into visual poetry. A sensory, transportive experience that is deeply felt and forever lingers.
Strategy.
Creative Direction.
Production.
Exposure.
Visionary events and brand experiences lead by a team of the world’s best Brand Strategists, Creative Directors, Art Directors and Stylists. Exposure on the world’s leading luxury wedding, event and travel platform, and our network of influential creatives. Your brand intimately connected with a global audience of affluent, stylish couples looking for extraordinary locations and an edit of inimitable brands and products.
Brand Partnerships
Castello di Celsa
The Objective
Inundated with bookings after the growth of destination weddings in Tuscany, Castello di Celsa partnered with The Lane to reposition the brand to target an audience of affluent, stylish couples while carefully preserving the brand’s identity and client service expectations. The goal was to enable to property to take on fewer, more selective weddings that were a better brand fit, while increasing revenue.
The Solution
The Lane directed and produced strategy, high end visual and motion assets to appeal to a niche audience. A feature story on The Lane communicated key property selling points through poetic imagery and emotive copy.
The Lane created ‘A Night of Revelry in Tuscany’ event creatively directing, producing, styling a sensory guest experience, publishing elevated creative assets that were circulated virally worldwide. The event was attended by The Lane’s network of influential event industry creatives as well as influencers across the fashion, arts and design sectors.
The resulting exposure generated brand awareness to over 15M+
“Greyleigh, was a newly established wedding venue on the South Coast of NSW. There is no place quite like it, rich in history, luxurious details and natural beauty. We were looking for the right way to visually articulate the "Greyleigh magic" - that emotive feeling you instantly got when visiting us, to our target audience.
We knew that The Lane was the perfect partner to deliver a styled wedding campaign shoot that would generate brand awareness and to elevate Greyleigh's brand positioning. The Lane delivered a Creative Brief and executed a styled wedding shoot beyond our high expectations. Karissa is a visionary in the wedding space and was very professional throughout the whole process. The Lane team curated beautiful, emotive images, videos and editorial that captivated quality leads.
The brand partnership with The Lane allowed us to successfully reach affluent, stylish couples with a higher budget. After the shoot went live we saw a spike in social media followers and engagement, and an increase in wedding bookings. We would highly recommend partnering with The Lane if you are looking to elevate your brand and creative unique, captivating content.”
JADE OXFORD, GREYLEIGH
Greyleigh
The Objective
Greyleigh, an Australian property in the rolling hills of the NSW South Coast, approached The Lane to launch their newly completed venue space. Targeting a market of affluent couples, Greyleigh enlisted The Lane to generate brand awareness, increase wedding bookings from a quality, stylish audience that have high budgets and impactful wedding styling which circulates virally. Greyleigh wanted to ensure that all weddings booked would maintain their brand identity, upholding values of exclusivity and prestige.
The Solution
With an intimate knowledge of this audience’s motivations and desires, The Lane proposed a campaign to generate brand awareness, positioning Greyleigh as The Lane’s recommended venue in the area. To do this we created strategic wedding assets for the property that would elevate the venue spaces and appeal to this target audience who seek elegant, luxurious styling devoid of rustic cliches.
Rolands Catering
The Objective
A renowned events caterer in Tuscany, Roland’s Catering’s goal was to move into the luxury wedding and corporate events spaces. The goal was to convert bookings for events high budgets that allow room for more creative execution and enable them to scale back on the volume events per year.
The Solution
The Lane created an event in Tuscany with a strategic brief that placed the culinary experience at the heart of the styling. The result was elevated, artful assets created by renowned photographer and videographers that showcased Roland’s creative potential and allowed an influential guest list of wedding, fashion and design industry creatives to experience their culinary expertise.
The Lane created a feature article to profile Roland’s Catering, positioning the brand as a leading caterer in Tuscany to motivated couples looking for creative caterers. The resulting exposure generated brand awareness to over 15M+
