Hyatt’s Asia Pacific marketing team has partnered with BBDO Singapore to develop and implement a regional brand campaign for Alila, the luxury hospitality brand. Alila, which currently operates 18 properties in seven countries, has been redefining luxury hospitality since its inception in 2001 and became part of the Hyatt portfolio in 2018.
The brand has plans to expand further in Vietnam and China in the near future. To capture the attention of discerning travelers seeking transformative well-being experiences, the campaign aims to go beyond traditional luxury marketing by genuinely addressing the desires of guests as international travel reopens.
The campaign, titled “Transcend Your Journey,” invites guests of Alila hotels and resorts to embrace a philosophy that extends beyond the confines of physical spaces. It highlights how Alila properties seamlessly blend with the natural surroundings, integrating architecture with nature. The focus is on offering not just physical relaxation but also emotional states that promote holistic well-being and harmony. The campaign aims to create lasting memories and ignite a sense of wonder in guests, inviting them to indulge in a transcendent experience at any Alila destination.
BBDO Singapore collaborated with AVB Media Asia, a production house based in Bali, to bring this vision to life. At the heart of the “Transcend Your Journey” campaign is a brand film that employs a multi-sensorial and transcendent approach, aiming to encapsulate the essence of the Alila experience. The film draws inspiration from the world of ASMR (Autonomous Sensory Meridian Response) and showcases macro shots of various Alila properties, blending sight, sound, and touch in a therapeutic manner.
Filmed across several breathtaking locations, including Alila Ubud, Alila Villas Uluwatu, and Alila Kothaifaru Maldives, the film captures awe-inspiring moments. It showcases the grandeur of roaring waterfalls, sacred cliff-top temples in Bali where guests receive blessings, and the enchanting turquoise waters of the Maldives, inviting viewers to immerse themselves in these mesmerizing experiences. The film conveys a powerful message: Alila properties provide transcendent spaces where guests can find solace, reflect, and rejuvenate amidst nature’s beauty.
Through this campaign, Alila seeks to resonate with travelers seeking immersive and transformative journeys that go beyond conventional luxury. By emphasizing the harmonious integration of their properties with nature and the promotion of holistic well-being, Alila aims to create a lasting impression on guests, offering them spaces to transcend their everyday experiences and create cherished memories.
“You need to experience Alila’s properties to believe it. To truly create an experience as though you are there, we created an immersive campaign steeped in ASMR-inspired shots that blend with serene yet majestic shots of Alila’s destination experiences that evoke authentic sounds and sights”, says Tay Guan Hin, Creative Chairman of BBDO Singapore.
The “Transcend Your Journey” campaign extends its influence beyond the brand film, encompassing various touchpoints across social media, digital advertising, and the cozy confines of guest accommodations. This comprehensive approach crafts a captivating sensory adventure, enticing viewers to transcend their journey from the moment their curiosity is sparked until the hotel’s final checkout.
Carina Chorengel, Senior Vice President – Commercial, Asia Pacific of Hyatt added, “More than ever, luxury travelers are seeking authentic and original experiences while embarking on a journey to restore the body, mind and spirit. At Alila, it isn’t just about going somewhere but how it touches you through those sublime moments that connect you more deeply to the destination that you’re in. With the ‘Transcend Your Journey’ campaign, we hope to spark wonder and inspire travellers to discover more with Alila hotels and resorts in Asia Pacific.”