An Integrated marketing communications campaign for Vertu

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising Department

Thesis Adviser

Jose Luis Liongson


About Vertu: Vertu is a luxury mobile handset encrusted with precious metals constructed by a single craftsman in Hampshire, England, the mobile phone offers unique services such as Vertu concierge accessible 24/7 across the globe. This service grants Vertu customers access to sold out events anywhere around the world, special itinerary and access to red carpet events, exclusive reservations to restaurants or as simple as the concierge for wake up calls and meeting reminders. Another extraordinary service of Vertu is the Vertu Life, Vertu Life provides subscribers world of privileges to private shopping events, special access events for Vertu customers and complementary activities exclusively for Vertu Customers worldwide. The last among the service is the Vertu Certainty. This is the 24/7 technical support team in providing assistance on a Vertu owners device with a team that can troubleshoot and diagnose the phone from wherever the Vertu customer is. The luxury Mobile market was single handedly created by Vertu in 1998. Now, Vertu is available from around 500 stores, including 70 Vertu boutiques, in 66 countries.

Vertu is distributed in the Philippines by Lucerne, was initially sold at Lucernes watch boutiques. Vertu is the only luxury mobile device present in the Philippines. It enjoys a monopoly of the luxury mobile phone market as competitors such Tag Hauer and Gresso in the Philippines are not yet available. As per Euromonitor, in this growing luxury segment it is important for Vertu to have continuous presence in the niche market, efforts to remind the affluent market there is no other brand but Vertu.

Presence such as cross product promotion, direct marketing activities such as complementary access events and extend brand awareness to other Lucerne boutiques to complement the Flagship store located at Shangri-La Plaza, Ortigas.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

computer optical disc.

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