Challenge

 Jumeirah Hotels and Resorts is known for the 7-star Burj al Arab in Dubai, but not the more expansive global luxury group. As international travel began to recover from the Covid-19, Jumeirah sought to emerge as a top 5 world class luxury hotel group, while simultaneously driving bookings for each property across segments, seasonal occasions and booking moments.

Solution

The convention in luxury hospitality is to dramatize the hotel as a stage for memorable experiences or opportunities to savor time. For the ultra wealthy, time is indeed in short supply, illustrated even more emphatically by the pandemic.

We built a new brand platform, shifting the meaning of “time exceptionally well spent” from hotel spotlight to inner feeling made possible by Jumeirah’s generous Arabian hospitality, transcendent atmosphere, and fantastical experiences. We captured guests’ visceral emotion and inner monologue, immersed in the moment, being who they were meant to be, with the people they’re meant to be with. 

We created a master campaign proven across over a dozen segments, seasonal occasions, and booking moments - from Ramadan to romance, staycations to wellness, launched in 5 global markets, 5 languages, all totaling over 1500 assets.