One&Only Resorts: Global Repositioning
In a sea of luxury resorts, One&Only was starting to look one in the same. We rebranded the entire suite of hotels from outdoor signage to do-not-disturb signs, and repositioned the brand with a new global communications strategy, including guidelines for everything from guest experience to staff training and sales. In an elevated, elegant print and film campaign starring Christy Turlington and shot by photographer Greg Kadel, we built a sense of uniqueness and discovery around the local culture and energy of each property. We then refocused the media plan and placements to reach not just our target, but his wife (who was really driving destination travel).