Yacht-Hopping With The Global Elite: ASW’s “The Globalist” Takes You On A Ride Even T-Pain Would Envy
ASMALLWORLD throws yacht parties in Istanbul. It hosts “big weekends” in Morocco. It arranges members-only suppers at Soho Beach House for the South Beach elite.
When the “Facebook for the Few” relaunched in May, their fashion-heavy New York relaunch party included “names suited to a blue-chip roll call.” Photos from the event capture a VIP Neverland.
Exclusive almost isn’t a strong enough word for the private online network, which connects its celebrated globetrotting members with both rare international experiences and each other. Since 2004, membership in ASW has been by invitation only. So how does such a brand market itself to an audience beyond its own velvet ropes?
Don’t climb up to the top deck and yell, ‘I’m on a boat, muthafucka!’ You are not T-Pain.”
“The Globalist is the public side of our private community,” says Patrizia Ecker,editorial manager of the network’s online magazine. “From road diaries to interviews with or stories about members, their interests and lifestyle, it’s a nice glimpse for members and non-members alike into what ASW is all about.”
It’s that “nice glimpse” that makes The Globalist a stunning example of aspirational content marketing. Its blend of glamour and irreverence is enough to make any reader imagine herself jumping from continent to continent and hobnobbing with the fancy folks captured in the publication’s pages. And between the fancy, The Globalist is total fun. Take the “The Dos and Don’ts of Yacht-Hopping,” which dishes tips like “DON’T climb up to the top deck and yell, ‘I’m on a boat, muthafucka!’ You are not T-Pain.”
Sage advice, indeed.
And though you’re not T-Pain (unless, of course, you are – hi T-Pain!), The Globalist can help you become a master of ridiculous pick-up lines (“Hi! I am an entrepreneur from Europe. I will be in NY end of next week. I heard that now with the new NY mayor, Europeans are not safe anymore and are hunted by locals especially during lunchtime. Can you protect me?”) or the erotic side of cities (stay away from The Kit Kat Club in Berlin). These articles are balanced with thought-provoking essays, like one by a hijab-wearing Muslim woman about how she’s treated in different countries around the world, or another that examines “The Myopia of the American People.”
“Our target audience are citizens of the world, people who enjoy opening their lives to others, sharing their cultures and learning about others,” Ecker explains. “Our community consists of influencers in all sorts of industries, and in general, these are people who travel a great deal.”
Ecker points to the travel-based content, such as Off the Beaten Track: Summer Ideas for the Intrepid Traveler as the true essence of the ASW brand. It’s also the genius of ASW’s content strategy. The desire to see the world spans social class; it’s something that most everyone aspires to do.
Lest anyone forget the exclusivity of ASW, however, there are plenty of reminders to go around. The Globalist is filled with “journal entries” that showcase ASW’s exclusive events and congratulate members on achievements like being featured in Maxim’s Hot 100 or interviewed by Vogue Italia.
Our target audience are citizens of the world, people who enjoy opening their lives to others, sharing their cultures and learning about others.”
According to Ecker, the publication has led to such demand by non-members that ASW has slightly broadened its membership policy, accepting unsolicited applications on their website.
Though few applicants may have the right answers to make it past the screening process, it makes the door to ASMALLWORLD’s universe feel just a little bit open — key to stoking aspiration. Sure, we’re not T-Pain, but that doesn’t mean we can’t dream of yacht-hopping beside him. To whom should we address this application?
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