[I]
Redefining the LUX* brand personality to provide a platform for creativity, authenticity and disruption.
[II]
Delivering 6 ‘Life Extraordinary’ campaign films to subvert the sea of sameness in luxury hospitality content, carving out a category-of-one.
[III]
Architecting the future of guest experience across physical and digital touchpoints to elevate the service offering, map opportunities to innovate and moments to delight.
The Challenge
Having proved themselves beyond the disruptive challenger brand they were initially, LUX* needed to elevate their identity to match their success and place in both the industry and in the minds of luxury travellers. Our partnership began with personality definition — reflective of the brand as it is now — then translated into a large-scale campaign around three selected resorts from the collection to further their ‘Celebrating Life’ messaging and solidify LUX* as a leading luxury brand in a category of their own.
The Approach
To carve out that white space, away from the sea of sameness that plagues travel and hospitality sectors and especially in the Maldives and Mauritius where every asset is all azure waters and a faceless couple with a glass in hand, we synthesised a rigorous market review with experience mapping to find that point of difference.
We asked questions, continuously referencing LUX*’s refined personality attributes to find the distinction that would define the brand’s next chapter and broaden its appeal to a younger audience. How might we turn the sector on its head? How could we shatter the veneer of overly posed, oversaturated visual language? What rules can we rewrite?
The Outcome
In a market where so many campaigns centre on the same stories, far more about the businesses themselves than the guests they host, we wanted to flip the script; channelling authentic stories made up of extraordinary moments that feel true to life. Stories our audience could really experience, with friends, family or individually, along as they’re with LUX*. Each film is complimented by a voiceover, treated in the style of our character leaving a voicenote to their friend back home.
Since the campaign’s launch in 2022, we’ve continued to partner with LUX* on a service-spanning project, from digital strategy and experience design to expanding the Life Extraordinary campaign with more films to come as we collaboratively envision, map and architect the future guest experience alongside the LUX* team.
