One&Only Hotels & Resorts: Here&Now Campaign
In the context of the pandemic, national lockdowns, unpredictable restrictions and border openings we were tasked with creating a mindful and creative marketing campaign to drive bookings to the full collection. It needed to work across multiple channels, be reactionary, and have flex and agility to cater to the ever-changing travel legislation with a clear call to action that resorts were re-opening ‘Here&Now’.
Leveraging our deep understanding of the One&Only brand through years of partnership, and our unique strategic approach to finding a winning market position, we came up with a clear messaging concept and complimentary visual design that spoke intuitively to the brand values and aesthetic.
The campaign had a clear message. Here (One&Only) & Now (when each resort reopened for bookings) is the perfect place and time to begin the experiences, feelings and sensations that everyone had been craving over the previous locked down months.
Focusing on resort specific USPs, the campaign showcased the lifestyle that is now possible Here & Now, with a strong emphasis on the things consumers were in particularly need of during this time, for example feelings of space, privacy, freedom, light-hearted fun, glamour and relaxation which was all woven throughout the campaign messaging.
We used the ampersand as a creative mechanic to visually communicate the resort highlights in a way that felt like a softer sell and more empathetic based on the current circumstances in the industry. Across film, copy and imagery the message was nuanced and unique to each resort.
An extensive archive of assets was created for deployment across a variety of media platforms including print, digital, social, and display.
Following the success of the global campaign and sales uplift, we continued to refresh the evergreen assets and messaging to meet the demands of the dynamic travel landscape, working closely with the brand team as the world started to open up again.