Here's Campaign ME's luxury ‘Work' picks for 2025
Here's a round-up of campaigns within luxury category from the region this past year, featuring work from Jumeirah, Raffles Hotels & Resorts, Bvlgari, Bentley and Jimmy Choo.
Jumeirah: Jumeirah Marsa Al Arab
The launch campaign for Jumeirah Marsa Al Arab intended to position the resort at the centre of cultural conversation. The campaign's key objective was to elevate and redefine guest expectations of luxury hospitality into one that transcended tradition to create an experience that was deeply personal, sensorial and emotionally resonant.
Leveraging a comprehensive 360-degree marketing mix, the campaign was strategically executed across a mix of high-impact channels, targeted platforms and premium placements, including social media, digital and programmatic platforms, luxury fashion, lifestyle and travel print publications, as well as targeted OOH including airport lounges and private jet terminals.
Raffles Hotels & Resorts: The Butler Did It
This campaign from the luxury hotel brand offers a playful twist on the classic 'whodunnit' narrative. The campaign's narrative is themed around the ability of Raffles butlers to anticipate guests' every need – before they even think to ask.
Launched in video and still picture formats, the campaign was rolled out globally across print, digital video, digital display, and paid social partnerships. As the brand grows globally, with debuts in Jaipur, London, Boston and Bahrain, the new international campaign is an invitation to guests to enter Raffles' world of elegance and enchanted glamour.
Bvlgari: Journeys of Ramadan
This Ramadan campaign from Bvlgari brought themes of rebirth, resilience and reflection to life through the work of three remarkable Middle Eastern artists. Each film was a dialogue between tradition and evolution, memory and transformation, told through light, movement and a refined visual aesthetic.
The project took three months, with more than 15 people working full-time. To reflect the luxury house's Serpenti collection, Bvlgari abstracted motifs into natural symbols from the region – the desert rose, the wadi, and the setting sun – allowing the campaign to stay true to the essence of Serpenti while ensuring it remained culturally respectful.
Bentley: Bentayga EWB Mulliner
Bentley released three creative videos promoting the automotive brand's luxury SUV, the Bentayga EWB Mulliner. Created in collaboration with Al Habtoor Motors, the official UAE dealer of Bentley, the videos detail the different features of what the brand dubs as 'the most luxurious SUV in the world'.
The videos feature the SUV against iconic UAE backdrops and landscapes in a modern, dynamic and playful way.
Jimmy Choo: Summer Campaign
This out-of-home campaign from Jimmy Choo ran for nearly a month from June to July 2024, leveraging high-impact advertising spaces. It explicitly targeted screens near Downtown Dubai en route to Dubai Mall and Umm Suqeim Road, making it an effective drive-to-store campaign for the brand.
Displayed across BackLite's Digital Icons network, the campaign was able to deliver approximately 45 million impressions.
To view the print version of the luxury 'Work' section, check out page 47 here.
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