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":"3a4c9d40a9ab8ad56434e8c51f4bc40f","s":"3831bb1e045af185"}
Share your thoughts. Click here