This research explores how Time International’s CRM boosts brand engagement with its VIP customers through special events. Utilizing the symbolic interaction theory, the study examines how tailored and close brand experiences promote stronger relationships and loyalty. Employing a qualitative methodology, detailed interviews with Time International employees offer valuable perspectives on the strategic planning and implementation of these events, along with their influence on guests’ views of the brand. It delves into how each element, ranging from personalized invitations and curated guest lists to venue selection, ambiance, and luxury touches, is carefully designed to reflect the brand’s identity and values. These thoughtfully executed details work together to create an immersive experience that resonates with VIP guests, reinforcing their emotional connection to the brand. This study adds to the comprehension of CRM in special events in the luxury industry, highlighting the significance of customized communication and engagement approaches. It emphasizes the promise of private events as a novel strategy for cultivating enduring brand loyalty and improving the overall customer experience. This research provides actionable suggestions for brands aiming to create a stronger emotional bond with their audience via immersive and engaging events


Keywords: Luxury Brands, Special events, CRM, Symbolic interaction Theory, Brand Engagement