Context

A majority share acquisition by IHG drove the re-birth of this brand, synonymous with innovative luxury. Leading with a powerful brand purpose, the challenge was to choose the most effective creative direction to ensure the supporting story was; clear, engaging, distinctive and resonant across its global luxury target.

Project

Depth interviews with a series of high net worth individuals explored a variety of topics including; the concept of innovative luxury, luxury travel and a series of creative directions and executions.

Results

Identification of the lead creative direction plus diagnostic feedback to enhance execution, brand and guest experience.