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":"b937a4b1aacae7a452176b91393586de","s":"ab3dbbe51b31297f"}
Share your thoughts. Click here