Applied to:
This award recognizes a media campaign that has effectively promoted a hospitality brand or group. The campaignmay have been executed on any media platform, such as television, radio, newspapers, digital displays, social media, or the internet, and should have demonstrated creativity, originality, and relevance to the target audience. The winning campaign will have successfully increased brand awareness and/or customer engagement, resulting in positive business impact for the hospitality brand or group.
The project:
Exemplifying LUX*'s commitment to redefining luxury travel, the "Life Extraordinary" global campaign launched in October 2022. Embracing a naturalistic approach and the ethos of "less is more," the campaign disrupts traditional advertising norms with emotive storytelling. Each hotel's unique character is showcased through bespoke creative assets, highlighting diverse customer experiences synonymous with LUX*.
Utilizing innovative social, digital, and content strategies, including captivating videos and print advertisements, the campaign extends its reach through strategic partnerships and the debut of LUX* magazine, "Life Extraordinary." Collaborating with Matter of Form, renowned for luxury brand and digital experiences, the campaign was expertly crafted by Director Ben Perry and Creative Director Daniel Humphry, spanning pre-production to post-production phases from June to September 2022, with a budget of £500k.
Targeting couples, families, singles, and groups, the campaign resonates with its audience by capturing intimate moments against breathtaking backdrops. Films narrated as voice notes add depth, subtly juxtaposing reality with aspiration, reinforcing LUX*'s promise of delivering extraordinary moments in natural, luxurious settings worldwide.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
