Smile, and the world smiles at you


LUX* Resorts & Hotels launches effective feel-good advertising campaign

LUX* Resorts & Hotels rethinks and redefines luxury around the themes of joy, happiness and time devoted to long cherished holidays, with creative agency BETC Paris, and launches its new 2017 advertising campaign.

The theme of the advertising campaign is Smile All The Stay, as LUX*’s goal is for guests to enjoy some genuine joie de vivre by keeping in mind that the simplest acts of generosity, connection and guest-care can offer the biggest rewards. It all starts with reconnecting to the moments that mean the most to its guests, and help them making the time to fully experience its magic.

Six advertisements represent the fun, dynamic and unexpected atmosphere and lifestyle of LUX* Resorts & Hotels. A bold, stylish, global campaign running in publications such as Condé Nast Traveller, Tatler, Harper’s Bazaar, Monocle, FT How to Spend It, GQ and Vanity Fair, the images convey the simple, fun, light-hearted holiday moments that characterise a LUX* holiday.

Complemented by social media initiatives on Facebook, Twitter, WeChat, Weibo and Instagram, the campaign reinforces the brand’s worldwide positioning and mission of helping people celebrate life and vision of making each matter. Through this, it is communicated that guests will ‘Smile all the Stay’. The LUX* brand was founded in 2011 and now that it’s established itself as a sophisticated, innovative five-star brand, the intention was to engage with consumers in a more playful tongue-in-cheek way.

“This campaign simulates the joy, happiness and smile of a stress-free LUX* holiday. This creative approach enables us to flaunt the values that create our brand’s DNA, while helping guest celebrate life and enjoy the reasons to go LUX*,” says Julian Hagger, Chief Sales & Marketing Officer at LUX* Resorts & Hotels.

The essence of the LUX* brand, communicated through this new advertising campaign is showcased by being fun, light hearted and surprising; eschewing luxury hospitality’s déjà-vu style and traditional feel, and using messages and images suited to a young-spirited audience.

“With a creative territory which conveys a modern, innovative, fresh and premium brand image, LUX* gives a new sense of luxury and hospitality. This is something very proprietary to the LUX* brand. It’s about lifestyle, mood, spirit, and not only about the product. We imagined a campaign to feature the client’s aspiration of helping people celebrate life” says Caroline Penillard, Director at BETC Paris.

The science behind a smile Showcasing the LUX* lifestyle, the campaign not only seeks to be light-hearted and fun but conveys that ultimately what every consumer wants when holidaying —to be happy. Discerning travellers chooses LUX* because their experiences clearly make them feel something. Smiling is universally recognised as being something our faces do which inspire positive vibes not only in the person who is doing the grinning but also those who are faced with our ear-to-ear displays of emotion. So go on, smile to the world and it will most certainly smile back at you!

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