Background:

4 million pounds of private investment was needed to refurbish and revitalize the top two floors of one of London's most well known-buildings. The pitch was by nature complex, architectural, and focussing on return on investment. The potential appeal to the typical shareholder/member however, was very different. What was key was a lifetime membership at a glamorous club at the top of London.

Solution:

The presentation was refocussed -- bringing to life more emotional dimensions and allowing investors to see how the club could be part of their lives, in the near future.