One&Only Resorts launches new brand campaign
Dubai, November 11, 2013
One&Only Resorts, a leading luxury hotel group, has unveiled an iconic new brand campaign featuring world famous supermodel Christy Turlington.
The campaign speaks the language of ultra-luxury travel through strong visuals which convey the sense of being in the moment with carefree confidence, requiring few words to get the message across.
Staying true to its DNA, the brand’s new campaign also features five short films to communicate One&Only’s genuine hospitality, attention to design detail, authentic sense of local culture and the unique One&Only life and energy, said a statement from the resort group.
One&Only tapped creative agency Chandelier to develop the campaign due to their distinctive approach to incorporate a fashion filter using a new visual language to convey the sensory experience of One&Only.
“We were looking for something special that would speak to the discriminating traveller in an interesting and appealing way vs. ‘talking at them’ about what luxury travel is supposed to be made up of. We wanted to express an attitude with an emotive quality that represents how you feel when a holiday is just right. We felt Christy Turlington was perfect for conveying that feeling,” remarked Helen McCabe-Young, the executive VP, One&Only Resorts.
“Chandelier really understood what we were after and how to deliver the One&Only experience visually,” she stated.
"One&Only is passionate about engaging with its discerning guests, ensuring they constantly strive to stimulate their interests and desires. With this in mind, One&Only agreed Christy Turlington would be a perfect representation of the One&Only guest and brand," she added.
Richard Christensen, the founder and creative director for Chandelier said: “Christy is one of the most iconic and recognizable faces from the world of fashion and beauty, and has always maintained a look (and lived a life) of chic elegance both on and off the runway. Christy appeals to the brand’s target audience because she is confident and speaks an understated language by signalling luxury without screaming it.”
Shot by Greg Kadel at One&Only Palmilla in Mexico, the new campaign showcases the variety of elements that make One&Only resorts so spectacular and utilize the dramatic landscape throughout the property through playful use of angles and shadows.
“We really wanted this campaign to be a discovery, we hope to captivate consumers with our impactful imagery and let the exploration continue through the films,” stated McCabe-Young.
“We wanted the entire journey to be emotive—to give a glimpse of the One&Only experience. It is how we make people feel at every touch point that is important, and that includes our communications,” she added.-TradeArabia News Service