Marketing
January 7, 2025
The brand's Belong to the Legend campaign shares the stories of 12 talents, tying their achievements to luxury stays around the world. Image credit: McCann for Dorchester Collection
By Amirah Keaton
During a year in luxury defined by a worldwide sales downturn, many brands leveraged powerful messages and immersive experiences to assert their relevance and reach.
{"ct":"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","iv":"00a6b12e3f7da38f6d519b52c815c1e5","s":"2cc0b43ed6392312"}
Share your thoughts. Click here