Men’s publisher D’Marge has announced the launch of its first invite-only platform for affluent, aspirational, interesting and creative Australians.
D’Marge Privé is a private community where members can connect with like-minded individuals, attend regular D’Marge events across Australian capital cities, and access exclusive offers from partner brands and retailers.
D’Marge founder Luc Wiesman said the concept was born from a need to attract a more relatable kind of human rather than ‘influencers’.
“We wanted to form a group who can meet every few months, learn something new, connect with like-minded people and hopefully make some friends in the process,” he said.
“Our partners want more involvement with our audience, however there’s not a ‘one size fits all approach. The invitation should remain unique and special.
“Memberships will be awarded based on how long readers have been a member of D’Marge, their personal interests and occupation. A strict ‘no dickhead’ policy will also be enforced.”
Existing members will be entitled to nominate partners, friends and/or colleagues to join Privé – helping the audience grow in the right direction. More importantly, Privé is for both men and women, avoiding the ‘sausage fest’, a common problem with men’s publishing events.
“Privé is about bringing the right people together, growing a high-value audience, offering more engagement opportunities for brands and of course, rewarding loyalty,” Wiesman said.
In addition to events, brand partners can provide VIP experiences and offers to D’Marge Privé members.
The program officially launched earlier this week, with over 500 Australians already applying.
“We see this as a positive sign. Brands have also been in contact asking how they can be involved,” Wiesman said.
The first D’Marge Privé events will kick off in early 2018 in both Melbourne and Sydney with a luxury watch brand.