Vertu appoints Black Sun to increase brand loyalty

British-based luxury mobile phone brand, Vertu, has appointed marketing and comms agency Black Sun to grow the value of its existing customer base.

Vertu

The CRM drive will involve a personalised communications programme designed to build long-term relationships with customers and secure band loyalty.

The agency will also look to build on Vertu’s Concierge proposition – a subscription service available on each handset offering advice on everything from travel to restaurants.

Richard Dixon, director at Black Sun, said the market-leading position of Vertu, plus the heritage of its phones and existing customer base put it “in a strong position to build long-term, profitable relationships with its customers”.

Last month Vertu, which is owned by Nokia, launched a celebrity-focused print campaign, featuring actress Michelle Yeoh and motorsport personality Jean Todt.

Yeoh, a bond girl and star of The Mummy 3, Crouching Tiger Hidden Dragon, Memoirs of a Geisha, is a brand ambassador for Vertu and also co-designed the Constellation Vivre Collection with the company’s principal designer Frank Nuovo.

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