Applied to:
This award recognises a high-impact brand media campaign that strengthens brand visibility, reinforces positioning and engages target audiences through adistinctive and well-executed narrative across media platforms.
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.
