One&Only Resorts Launches New Brand Campaign Led by Supermodel Christy Turlington
Almasalla Arab Travel Portal News – One&Only Resorts has unveiled an iconic new brand campaign featuring world famous supermodel Christy Turlington. The campaign speaks the language of ultra-luxury travel through strong visuals which convey the sense of being in the moment with carefree confidence, requiring few words to get the message across. Staying true to its DNA, the brand’s new campaign also features five short films to communicate One&Only genuine hospitality, attention to design detail, authentic sense of local culture and the unique One&Only life and energy.
One&Only tapped creative agency Chandelier to develop the campaign due to their distinctive approach to incorporate a fashion filter using a new visual language to convey the sensory experience of One&Only. “We were looking for something special that would speak to the discriminating traveller in an interesting and appealing way vs. ‘talking at them’ about what luxury travel is supposed to be made up of. We wanted to express an attitude with an emotive quality that represents how you feel when a holiday is just right. We felt Christy Turlington was perfect for conveying that feeling,” commented Helen McCabe-Young, Executive Vice President, One&Only Resorts. “Chandelier really understood what we were after and how to deliver the One&Only experience visually.”
One&Only is passionate about engaging with its discerning guests, ensuring they constantly strive to stimulate their interests and desires. With this in mind, One&Only agreed Christy Turlington would be a perfect representation of the One&Only guest and brand. Richard Christensen, Founder and Creative Director for Chandelier said of the choice of Christy Turlington, “She is one of the most iconic and recognizable faces from the world of fashion and beauty, and has always maintained a look (and lived a life) of chic elegance both on and off the runway. Christy appeals to the brand’s target audience because she is confident and speaks an understated language by signalling luxury without screaming it.”
Shot by Greg Kadel at One&Only Palmilla in Mexico, the new campaign showcases the variety of elements that make One&Only resorts so spectacular and utilize the dramatic landscape throughout the property through playful use of angles and shadows.
“The classic composition used in Greg’s fashion editorial work combined with his ability to capture a mood in outdoor shots through a fashion lens made him a natural fit,” commented Christensen.
“The talented team also included Stylist Patti Wilson, an industry legend who understands how to express sensuality, classic sophistication and daring confidence through clothes and accessories whilst not overshadowing the stars–Christy and the resort. Whilst the campaign uses fashion, it’s not fashion editorial.
The models had to be dressed in swimwear and casual clothes that looked sleek and modern,” he continued. James Pecis created a seductive, windswept, and natural but chic look for Christy’s hair and Make-up Artist Susan Houser gave Christy a sun-kissed and sultry, but healthy and youthful look.
In developing the creative assets, One&Only wanted the imagery to be extremely impactful so that it could stand alone, without the requirement of accompanying words. Having invested heavily in the development of the brand, One&Only will continue to share new assets over time. Currently in a significant growth period, the company is keen to ensure they continue to build brand awareness whilst re-engaging their traditional markets.
“We really wanted this campaign to be a discovery, we hope to captivate consumers with our impactful imagery and let the exploration continue through the films,” continued McCabe-Young. “We wanted the entire journey to be emotive—to give a glimpse of the One&Only experience. It is how we make people feel at every touch point that is important, and that includes our communications.”
The brand campaign launched in the UK this month with a takeover of Harrods main exhibition windows facing Brompton Road to reveal the never seen before imagery. An instinctive collaboration, Harrods and One&Only are both reputed for offering the ultimate in service and luxury to a discerning audience. Renowned for their innovative fashion collaborations, One&Only will also be revealing a bespoke capsule collection featuring 10 limited edition pieces by top designers later in November.
