IT’S TIME TO MAKE THE JUMP.
As the mother of a hunter/jumper, BMC Luxury Collective founder Heather Brown has found herself immersed in the equestrian world over the last 10 years. As a marketing veteran with over two decades of experience, she also noticed that many trainers, facilities, product lines, and events in the equine industry lack the resources to craft and maintain a solid brand.
MARKETING & BRANDING
SET YOURSELF APART
BMC Luxury Collective is a full-service marketing agency with deep knowledge in the luxury space. In addition to our equestrian expertise, we work in crossover industries such as high-end hospitality, real estate, and wellness.
Our clients love us because we provide the capabilities of a much larger agency, from design to copywriting to social media and beyond—all from professionals with vast experience, and all for less than the cost of hiring a full-time marketing manager.
We’ve helped other equestrian brands in all disciplines—stables, riding teams, equine centers, specialty retailers—connect with the right audiences. And we’re ready to help you.
OUR EQUESTRIAN MARKETING SERVICES
You don’t have to hire staff or create a marketing department. You don’t have to pay high agency fees. You don’t have to wonder whether your marketing dollars are being spent wisely.
We will design a tailored package that creates synergy across your sales and marketing efforts, maintains full alignment with your vision, and resonates deeply with your audience. Our proven approach is trusted by some of the most renowned brands in the world.
ROSE HILL STABLES
THE ASK
Rose Hill Stables is the Bay Area’s premier equestrian estate, offering indoor and outdoor arenas on its 11 acres among the rolling hills of San Francisco’s East Bay. BMC Luxury Collective was retained to develop the facility’s branding, including a logo, style guide, positioning, and website; we also managed a photoshoot to generate assets for marketing use.
THE APPROACH
In order to effectively connect with the high-profile clientele of Rose Hill Stables—and align with the classic sensibilities of the equestrian community—the branding and messaging needed to be refined and clean, projecting expertise while remaining approachable and engaging.
THE RESULT
The brand identity is uncluttered and light, and while images of horses and riders are naturally the dominant elements on the website, BMC Luxury Collective achieved a design that pairs perfectly with the branding. Creating a sense of ease as one navigates, it calls to mind a quote from Rose Hill Stables owner (and international award-winning rider and trainer) Hilary C. Johnson: “There’s nothing like the freedom you find on a horse.”
ANTARÈS SELLIER FRANCE
THE ASK
Antarès Sellier France is one of the world’s premier equestrian brands—expertly blending tradition and innovation, the company’s artisans create saddles and other equine equipment for top professional riders and dedicated amateurs. However, while Antarès has continued to expand in Europe since its launch in 2000, the brand wasn’t connecting as deeply in the U.S.
BMC Luxury Collective was hired to craft a comprehensive marketing and messaging strategy that would inform nearly every aspect of how Antarès engages with customers and potential customers in this market. The plan included new content for the U.S. website, social media campaigns, and other integrated tactics to help tell the company’s story more effectively and gain additional visibility among key audiences. We also were tasked with more clearly differentiating the company’s tiers of products, from ultra-luxe custom saddles to mid-level and pre-owned options, to alleviate customer confusion.
THE APPROACH
Crafting the right marketing strategy was vital, but we also needed to ensure the true story of Antarès shined through at every step. In the company’s existing materials, much of the messaging and copy was unfocused, too lengthy, or both, which meant the narrative simply didn’t feel compelling. To engage more deeply with the audience, we had to bring out the essence of the brand: bespoke craftsmanship, by veteran artisans, resulting in an exceptional experience.
At the same time, our goal was to streamline content wherever possible, and redesign logos and visuals where necessary, in order to provide distinction among various elements while maintaining overall alignment.
THE RESULT
Our work for Antarès—including a late-2024 strategic marketing plan featuring a roadmap for influencer campaigns, media outreach, emails, brand partnerships, advertising, and rider collaborations—is pending implementation. Website content and new logos completed by our team (but not yet live) offer a greater sense of refinement and clarity for the company’s various product lines, as well as for French Used Saddles, an outlet for pre-owned sales.
It’s a marketing strategy and brand package befitting the premium level of craftsmanship and service Antarès delivers to the equestrian community. We expect that when executed, the tactics will help expand the company’s reach and drive more engagement with U.S. audiences.
