We helped this client find his USP – unique value proposition. There are many companies that promise luxury and adventure experiences, but our client has delegated us to discover “the ultimate experiences” to find out which would be the most interesting for the world’s luxury market. After identifying the most relevant direct and indirect players, with the characterization of their offer, we studied the consumer using qualitative techniques. Strategic and tactical options to be adopted were defined, through the identification of targets and the definition of a positioning; the brand’s physical and psychological identity was improved, the distribution circuit was expanded (keeping it selective) and, finally, Customer Relationship Management (CRM) was also developed.