Applied to:
This award recognizes a media campaign that has effectively promoted a brand or a group. The campaign may have been executed on any media platform (such as television, radio, newspapers, digital displays, social media, or 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.
* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.
The project:
LUX*’s “Life Extraordinary” campaign, launched in October 2022 and expanded in 2023, reimagines luxury hospitality marketing by blending emotive storytelling, modern aesthetics, and sustainability. This global initiative showcases the brand's unique identity, celebrating its award-winning resorts through a "less is more" approach that highlights understated luxury.
The campaign was designed to reflect LUX*’s purpose of “making each moment matter.” It emphasizes the distinctive character of each resort, tailoring creative assets to depict authentic, extraordinary moments that resonate with guests. From celebrating friendship reunions at LUX* Grand Baie to exploring independent journeys at LUX* Le Morne and fostering familial connections at LUX* South Ari Atoll, the campaign captures a dual spirit of adventure and tranquility. Each narrative is complemented by stylized visuals, casual yet emotive photography, and soft, natural lighting, creating a mood that feels both aspirational and attainable.
Delivered in three phases, the campaign included print and digital advertisements, five short films, and 22 global print ads. It leveraged top-tier lifestyle platforms such as Condé Nast Traveller, Monocle, and Financial Times, targeting premium markets across Europe, the Middle East, India, China, and Australia. The campaign also introduced the "Life Extraordinary" magazine, inspiring guests with stories of modern luxury and unique experiences.
The results were significant: social media reached over 650,000 people, generated 36,000 interactions, and saw 900 video shares. The campaign contributed to increased room rates and occupancy levels across resorts. Its diversity and sustainability-focused content further reinforced LUX*’s commitment to inclusivity and environmental stewardship.
Through its innovative and immersive approach, the “Life Extraordinary” campaign successfully elevated the LUX* brand, resonating with its target audience while setting a new standard for storytelling in the luxury hospitality sector.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
