Situation
The global luxury hotel brand of Jumeirah was seeking to shift its global brand strategy. As the leading light of Dubai’s luxury hotel industry and operator of the iconic Burj Al Arab, the brand was well-known for its functional services but needed an injection of emotion to connect in a deeper way to new customers while simultaneously modernizing and simplifying its brand identity.
Action
We created “The Emotions” campaign, developing a more elegant look and feel for Jumeirah and shifting its strategy from explicitly showing their stunning properties to a more human approach. The goal was to have guests share the emotions that reflect how the brand makes them feel. From couples to families and even business professionals, we positioned the brand as customer-centric with the campaign line, “Designed by us, felt by you.” This campaign was distributed in 20 markets in six languages over the span of two years.
Results
- 23% increase in brand preference
- 21% increase in digital communication engagement
- 10% increase in occupancy year over year
- 3% increase in yield year over year
