Blackstone, one of the world’s largest alternative asset managers, has launched its first brand campaign designed to widen access to private markets.
Its hero video spot brings the viability of private markets to life through the image of a fishbowl in the open sea, indicating the ocean of opportunity available to investors.
Arielle Gross Samuels, global head of marketing at Blackstone, said the video represents what people miss out on by not investing in the 90% of companies that are private.
“At Blackstone we use our scale and insights to see what others don’t – creating unexpected connections across the universe of private markets that deliver for investors,” she said on LinkedIn.
The campaign shows Blackstone using its scale and data to see what others don’t and centres around the concept “when you spot trends like we do, you see how it all connects.”
Aimed at financial advisors, the campaign positions private markets as a strong investment option for their clients.
The “making the connection” campaign will feature brand videos and a series of print and digital advertisements, which will be amplified across social media and trade publications such as The Wall Street Journal, Barron’s, Bloomberg, Yahoo, and CNBC.
Blackstone’s $240bn private wealth business is larger than its top three competitors combined.