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":"DtMfoN8aagEjZARK3mDsZjh5OX4ba6yP7Gm0KSx9cxEjKdNFWDCtJfsSphv2Cz0zMJgPdLkllufWiaoYxTyZQQShMj4gQCUv26GNCD24nPFBpg+8Kl6mH\/EW9dqvHqjhgvoBUg3N7tRdJFNZv85VTtd1w9BYAT1cyu2t0DUIlTXCCaq0oU+l+saaCdDmiOygR+EAVhYwHIyursJvTbV1woH4b0c68Bpqw8NNMrHTbzCkMkxOVIJCvdvAOmai3dikj7Am9OfdeGixNSoMMkSWpVp9fDcP\/hxYNOAp5L0n0bidp8cX3mEBOeb3uCWOPUibbBCg0m4Q59xRdTCJtbFu\/BYyUAReEoYj7BuVFCVZEIXZf1bok\/6fQzsDCEK1VCs0MBC1FIbv9HsePBZryE8HtnK7QKVJWqsGBS+GOk2K4ojXsrq605KW8huPO+9GfEAc\/TVSbq1nMS4RxsdsG8lNvywJzbP16a2RpHPmgSmoI6HGeRmy218A+rNQt0gn9Yw7XkQkC7zNUyhQR20y3EeOeW7AG\/FbMqNlqOJpNX\/JBT5K2DXXOc5dLYe4EaM7G\/QGpACHjUTFqtmXmkKLIpdr+BE8Qxv04FiZUbqNHzTqqCQNWOaoDDtoIvcannTS26Fniswg81ZenQFi0No5vA\/2zFrh4H0YFCFYM+6d8uFVGXdg40wtXdl1nJRMhYkJ6KMcJUmg5+NWtppDjRTc59oPJe19J34wkPgdcq4ZVdD7lg1dznY4YvbjRv30DGKsSIFoNdeK+Vw3tHpcbkYbZDu0yT+phiDfZE73qHvBbvYqSuiwhF9LTWurLjm2hMKJmTxdp37YcUPWb\/oXSryVBKVUU0ukgm26PGHEzsHnKKrX\/+PEgULwEWCbOE4fsuVrKgAhJ3jicoGCGvkWSS6vusoTd3My\/XsNwZyRHPTjVDCM27a6lCTV44mqScYLlpbT\/ZFNlwxuQTzRodS6\/+mUHpDMCbbPtcYfBfWTtvSOmfysrDTSgXNZhDiWH8ZMJvYgy85Peo9ivuHgGxgQOkgrSsqe2Dc12flh7xlK+QVnzJhAtaRmbpAv8lPTawnB6a6BKVrHALf4MTeexM7mqKVO7a6xX5LLsaStYKVyZgO8p6FII67BNFHYDnQll7ICDklXUogNPwzj1AEvPWXYldL033wMAKgFUran52U0n5CCwSgHJbcJd02c4ce8oq726ltXYDsGeLfu0\/PHr07kFbyJs6W+go6z71RYXPtPWgh\/kp+xfg0+m0Zw2wVsHCNXAXKZd61vu2xf2pEjCCu\/GdAejGJekUn0Elly86ue1FwrJESxjgh7KBVe2Ea8UWtMm0EwQu5L5ytxfpsr3ZIdp1uhDpErvy+MHaRYigrrMBjQYBMGir4SZ65KqDmbD3ppNlewzo\/S+bIQSeEvrsfZjgzzUfzleFCaztSP9JLlJ7V8d5Vw3KBAQwM0dAen16wYahjynyMdExNY\/e5rjV2FroP0A5k19U12d5ezpKMqEPT3PEr2x1TaoZ6E3\/7NpjWN0S0l4Id3PAYyd1AZ\/cOmzRQHO9hHyg6C\/tdK1Y6QbaK9KOek\/bhiCvP0krrvqHYxoCe7D2pSO0WFhrlrDEMkVyhYo\/pBIxUN4oFlyrUxegNpM8NfTNVjoJNd9pLtl\/\/LZFbOo70xlza+afA7Bg7n1zzxoIicZfwgDn4kbrH9TrZLSHcODyHZaT8I7VXteKB3lHWuR8SMe+Ov97aI8NO7bnudwdW1+neKyrbOuNOkQUTaIyTn8f+7KA2mSOpdy7WlKVUDPxsN+tR64\/F2CRrHwd11TJH03rnR7YSC2LoKJ+9yJBQ1S4qL5xLhuUYj3iURt4ZblFlKJGIumybKOffM6r0nriCgTlO977FE4WRKJvHDlzuUfBex+h4ddGgS+QUtO2fBZ9hT+r3idXNulxEUz3lCBr50QwlAERUJ0remsXmMahAU\/ODHZjmXNKLqigApFfkPVqA+mIIPGsKwMLWrp9lt0c3B7da3D+kwksqo\/XAxbQsJ2JsROgI0pWLwIF1wrWxJ+MCXpWepdcmxfDU2zIupr\/ljKHFp4P3PPzIwyjhwbX7uNJ+yIyHuUXzeCR0LKl5pTx\/nlCZ2cw6H5InKE1KnRLqoxjFNxedsb3E0zVizxu9yr17NbPVX4dQ6dZ8jyK5Ul84JuaR8Zqh96uL2Jhz7cvrtjvB4lOeMaxJdFZxRVqV3ndGaYzvHKukn4y1Bf0SHYM4VzMdnlozOmKmmQwuL7PbY6yKfCd\/pZiS\/8Z0uqIp6KFEWdbIbkayT5TEFvH1zoP\/+4kLYspp0XAVulKURts\/YQszVNfeQisKqQSU55btoomZqt8e1q0MWCGTVhB7cRd9XEGCcywVysGrJrKRC4CB7B3dt4nJOo+bpdMQYYosWe1swUWfNTYLJhiBgfk7Pp1\/9PZhboggnfvlhWg0JKbnmQhe4614z1hSjmnbZAjvj0MHujsB9iQ6XAAYhsv7B5Fr4v+7WkX1bBzNbIEyB7l5gFSjNNDlGZ3vsKda2GunW\/cvWamUWGmhXeu3Z9nhj5YG5usZnMq68HG6TtlvCAmnKWs96zo8UX9X1KSKTtmxiKNO7z78ajch+dg4Csz7LYc8eW8HyazVKbmU0GjuTtvrebvGasvqcGGcLUypoymyn\/oD3EY59IKXig\/EzELIUdpiLhuVh1VZlATMzr5abiw+OXW5OMyZpaWhyiBFfnJ08fWlCRo5Atzu\/\/so3u9EgAUHiro3ng9RVj\/9FbxGfnOOssmQRKWX+Zd\/xr10ZMtQ\/dS7er0+KSCeg662Abd1Gsi0LAQxqpuyF2F8DFEFmbFG0tx20kcrVshUQfbgGOX+M6hyuFCKFiuWLYUCu4veoiad8+335dO7jcvUntTRH4fhnE3TvYs3Xx49Z1qLIxibgXPm7NVORmWOTEW\/N54s8MbqaYerkDxoODyaM\/oiZNXHWWW3UUt73TI0ylOmYmpPUvySzPtp3cJ1Oc0nujZcSd+cM1h1vWd98uuJE\/oYAOcjd8EBtnzfaxd3IdM5r5sAsT7MnI+v5w79tmvfyU1jMdw5+1os71Qr7AB5Ly+pgw9j4dl13E3K03eW4owgJ3fI0\/P\/a5N47+av64Rctpco5c3\/ydVQkNm4hd0rrI2NDbjF645WLMLvBLXzoWcWmHfq66VdyNraWrDAgJD0mXCJ\/\/l5D0aukrGeb6O1vusQF7DAg\/e8CCaHwo0bBo6iD7C\/cnDCGsKioAj+5wemtPqNw\/+PwpQvCtAXgOo2uFSJmih32svQTP6PiaUZmMo0wFpxMbgHwKzd1InMtvFFLdwpjg8weNuIWTJJTMPWhfJCHpS\/n5Hvx9MbphRXRyx39v8Tkym2gicjc3QwY\/uB7aL2hOtSrAJOIuwA6rLMGCoN8qxxJbZwLUiYZYqrl\/sdtlwhOkgzJAKpA+Tq3eT8wc\/r6KvfcVBc6kQuRakU1riO9ktzGLpdKYAqTpXblrgSXv4XZyGHCL5NZkY4ZdKn3\/tnHJpvYy4NtVorWg22CDfirt7RNnMXRZh4IlJXTE9vnL5vwmOlp3xHfktji1g1n2gOZUqomBw9yGFfNXVA0e30OhEATwU9ACrrmUgKizsFP1fgZJogvGRcS8ioGCxrXJy0\/+ZeTs0i5ihEJpLA4H0ZupR6z6Wq3\/z\/xcbQHAf877\/thpRDfh4KhMjgliH77phhxjNxa8n\/7hCF5BO9Dq9PVUbpnpCtz1DJnXngYckxMl1QlZFkLcZokHP2Ma1VxvuuLZ93mcYC\/zd2CiLJZ6z4IXBgLYVlD2IT8bAVbpT9KsRWC6YdEOxw+4eyVDM4PY08yO473uFfirZp1M7xdiliYYdd0zoc4t0vlmNwYAGw3+n\/BQPeU9n1FcNaZFtFV\/Gi3gfR0GnzBNLB2tGeOQnapOOOX6kpF8NrbAQBQshDGk5PuSX9jV9iqRR+xvGmSLLFL3X1tNaeoJf8WJvIfo5j8QsPcKjqOLV0RUWhCrVIOkLSXmV9CbNJiwDvm5sZAIz30Zhji+lU0aYjAkOVHvN\/pSxolbkp7I6Hp41UPHkQmSVwwHC+3KD5Xy+8mYQwllX+se96IUsJ7PNf6fsiRPZ7+2fHpNdFEVhoGFjGnq818pTN7N3iN5BzffD6qHPufvOEOraQt39uuHofApQH1tsceLbF2ANFnmTmcfip9Qksuop9K8FUKHRs7jFEugeZLeZL87g0owhUJkJDjA9gVha8sVs\/boPcZV9+0GyCKUOKEHiVLk+10QD6E\/eHXNo7yg68huxOf7C4a\/ZFTK+BXMxYuEQhD4O+rpbnoZvaFPj275HNcSrzTkbKhdkJvLtHj8E4BCIRdB7cv8CAxxt5x55Yso9ri22n13V6AUig7lx7GYHLr7tAgWkaF8bvTWdxaQdHBk1dD9Lk\/jHDddu7ZKX1KzqKn7rI6rOc\/C7Dhazq5bz0qu8q43+nCwu0VMQSI9kUkwoTGW2UNwLVVCutOHGhb1iNsVHtszl59Iq8RCnTYUg1mvudemtkfIDj7VRgN5pjSnaUWIhCsx\/4LnJBmOOeu54Znl\/WJZNfezT+1tWlx1W2jjxypnd0rMHtUwstcb6O3BXrQ","iv":"da3558816c5d4e3a3a4e8b176c9d84a2","s":"ea11467c46dfd548"}
Share your thoughts. Click here