Latest news with #LuxuryIssue


Campaign ME
10 hours ago
- Business
- Campaign ME
Here's Campaign ME's luxury ‘Work' picks for 2025
This May, Campaign Middle East released its Luxury Issue, spotlighting how marketers and advertisers are redefining value, storytelling and consumer connection across high-end categories. 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.


Campaign ME
28-05-2025
- Business
- Campaign ME
Campaign Middle East's latest edition is out: The Luxury Issue
Campaign Middle East's latest edition, the Luxury Issue, spotlights how marketers are redefining value, storytelling and consumer connection across high-end categories. In a region where luxury is embedded in both culture and commerce, this issue dissects how brands are navigating sophistication, scarcity and personalisation in 2025. Senior voices from across luxury, hospitality, real estate and agency worlds explore what modern luxury means and how it's being sold – both globally and within MENA. Pauline Rady of GroupM MENA highlights the shift toward meaningful, culture-rooted experiences, while Bureau Béatrice's Jon S. Maloy considers the luxury battle between possession and preservation. Guerlain's Nicola Lavelle focuses on decoding luxury consumers in the Middle East using data, relevance and personalisation. Dana Tahir of Havas Red Middle East writes about how the consumers of tomorrow are shaping the meaning of luxury rather than simply purchasing it. Catherine Bannister and Aneeta Aby of TBWA look at the retreat from surface-level luxury in favour of narrative, wellness and heritage. Swarovski's Sarah Dja Yahia reflects on cultural authenticity, and OUI Agency's Rémy Abouchakra critiques luxury's fixation on perfection. Senior marketers at ARADA, House of OCTA, ALTA Real Estate and Devmark share additional insights on how branded residences and architecture are influencing the future of premium living in a feature by Campaign reporter Shantelle Nagarajan. The issue also includes a look into the luxury hospitality sector. Leaders from The Ritz-Carlton Dubai, Palazzo Versace Dubai, Anantara Santorini Abu Dhabi, Rosewood Hotel Jeddah and Waldorf Astoria Cairo Heliopolis shared with Hiba Faisal how experience, exclusivity and how service expectations are being redefined across high-end travel. From there, the issue takes a step back to ask a broader industry question: has marketing lost its balance between brand building and performance? In a comprehensive cover story feature, Campaign explores how the region's marketers are trying to realign long-term brand equity with short-term performance goals. Commentary comes from marketing leads across key sectors – including tourism, banking, retail and communications – offering a clear-eyed look at how the pendulum has swung and what's required to bring it back to centre. Contributors include Alka Winter, Mary Anne He, Vicky Kriplani, Mai Cheblak, Hemalatha Subramanian, Maya Tayara, Gita Ghaemmaghami and Ibrahim Ghazal. In addition to the main feature, several industry voices contribute opinion-led perspectives on this shifting balance. Megan French-Ritsch writes on belief-building as the root of strong brands, while G42's Faheem Ahamed argues that marketing is not broken – but its role must be redefined. Careem's Tayab Hasan positions retail media as a bridge between branding and performance. Additional voices include Al Masaood Automobiles's Delia Sandu, Mashreq's Muna Al Ghurair, Landmark Group's Mitin Chakraborty, and HSBC's Aimee Peters, who dissect storytelling, loyalty, and the role of automation and AI in more adaptive marketing systems. The issue also includes the Industry Forum section where agency and brand leaders share concise responses to the question: are we over-prioritising short-term KPIs at the expense of long-term value? Next, the spotlight turns to this month's TV & Video Guide – a practical, multi-platform overview that outlines the current landscape across free-to-air, paid TV, streaming platforms, and in-flight entertainment. Designed as a quick-reference directory for buyers and planners, the guide also includes commentary from regional experts on how video continues to shape consumer attention and cultural relevance. MIS Gulf's Marwan Kai reflects on the evolving perception of news, while Jean-Pierre Tannous of Middle East Media Services highlights the emotional depth and long-tail power of video-led storytelling. Mathieu Yarak from MMS breaks down what's driving performance across formats and platforms, and Prasad S. Amin from IAS Media offers a take on how TV and video continue to mirror wider social shifts across the region. This issue also recaps Campaign Middle East's first Market Minds CMO Roundtable, which brought together a dozen retail media leaders to explore how marketing functions are adapting to fast-moving commercial pressures and platform evolution. Participants from Samsung MENA, Chalhoub Group, Lulu Group, Landmark Group, Beiersdorf, Careem, Union Coop, talabat, Publicis Media, Publicis Commerce, Epsilon and discussed topics such as measurement, change management, in-house retail media units, platform trust and what it means to futureproof the retail marketing discipline. In the Brand Focus section, Renos Fountoulakis of the Department of Culture and Tourism – Abu Dhabi and Claudia Raya-Garcia of DIOR offer brand-side reflections on long-term strategy. Fountoulakis explores the importance of data and intelligence in destination marketing, while Raya-Garcia shares a dual lens on how luxury can be both agile and enduring. Turning to Saudi Arabia, the Saudi Focus looks at two key narratives. Julie Audette from The Red Sea and AMAALA shares how brand storytelling in the Kingdom is shifting towards emotion, identity and human-scale experiences. Meanwhile, NEOM's Toby Evan-Jones lays out how the rise of homegrown gaming is opening up new arenas for marketers, creators and commercial partnerships. This month's issue closes with a Provocations column by Tahaab Rais, who issues a sharp critique of the awards circuit. In it, he argues that lobbying has become an overlooked, institutionalised aspect of awards culture – one that may require the industry to rethink how it defines excellence and fairness. Read the full luxury issue below or here.