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":"OvZrlUV6xrcvM8iTCBSSoXNtGQmh1\/tVro6Vq7t0Fr46a0tFHU354ICXN9byRE0x54LVm6F4uJbRZkvGeADsmRqpVhvw6t1GqjZZQAM85mciErHDQ6NDQx7vmMmEBJ\/dNtSZWPT3ytRzBAMYk8OupRc3FvnKjumOVKtrANH0IYTXjKYD5BLWsKfOLwTjuyq6TobTRBqDwmIco2bZAZlgWNVsmAaP62Ns42IwK6BmxMMQpotJ4Fpfg0kjTxczwGmi8Pocd33POFA7yzRvREpi9esu065smabxrPEMr+TzYabTRN36f1win9pGWFl5LvfdW04ykqk93usrRNe7O1TjJhuDfjpkibHIRdXaMv2edgWsUse1k3DJjlBq+vxq6YS22qq7XJCUxF5YS8kRCuft3PPBNtOR\/m\/esmeI3Wmmc1VMQBSddK\/QugyhDa8LS4EFtl1MSM8tnpE\/\/esZku8RlYq+2erGko6v8kjEVjSCvPLkrpvH2fkKxhWd9dFczTdZ9k5u4GpD2IPVv9jrTPZuk3k\/ntEDBteX64EveEMUk3T4J+lwO\/9l\/W8btqBUooawuEm+IkLctejvXgL1GHgKn3WXZ9y3V9q0qSVSXO8oSI92vthSITfuBqx6G0jDoOY3ZOn\/toR8+PELzRZBDEeRiFmtKOnL\/4rJET6X4ncSuXgF8ZvftIiv33t11aVaf1LYwX2NiTcTrw5I1498kcVuANuUyIP3xV9jNqcqpgAafp9XNhyQfCv0STW0h4s+YSnE0K6+TygxbWvfG750pb\/jkR7pGou5PHR1KwyfwnGcv8QrySFHZfe557W16vbrKCYAvXPeaJFLEgIlwNw8LI9r+mGpR5u8YL02uSLVpOxVMi0oITQjsj7cB\/nkG2ROiewyrlXrO8kZVYWR8IAIl9lBMwZ1qzBNC1xgmN1XPL7CFI8ApQZ\/tS68lUFjtfpdl4Ba3KqGJRLo9+l0YUzuRLD\/+6ztxBL7Ak6eEPy7r5k9pX3u+mTNFSOFgj+XU\/e5RuT+mKFXrLa3x3hx8zL+mf2z85QFMWOdiJW01Xen5KqQWKyZAiMksTG5eK2o5TWDcfmb4Wni33n0BpRyhR\/J7NR6UDBDhifJlod3TbrQ\/Xcv9V82z1VlJZfenWAzDR\/cnpWZikRWbyoe0CSvx9jW9rXt+LtpAHc2M1R\/xS6l8FMy0nB0A5bR23cHZ4Qzm2VhTDcXZtfihAIanfG1qKltADPuBWTFmZWJGyIU5dOOAmMof9coECRklNB6UHOHtocsMqJQfFKe335+\/sV4deu4sLsVW0I1MkNUi0ULeT1cAdkVg0Iksxiheef4SBHJbeqecg5u1J3lb6LQxRaxkOueW1zdi4kgnYZlvb0BFbzu92j94y2dSUru9SCqdiEXilgetw3L3\/WJGh2jwC8pnnHAUdrNyr+2o4wpyZtNVmnN8GPUtREAGyInFBfRe1Q4giLPoHZEBFPRvu4ccBaIAuA\/Qfk1gJquQmtaXtr1E8QAVjmKT4Ew3AWW7\/w4tM4DkMzJl7Ws0db8Wq0Q8QEGILg26Yd7MSjhCDl08tQsfjpivRP4j5wYeHruCv18HfWtujE0\/q31ijYiHoImJ3b82J+2KTtEVtwffcqbx6R\/Xo7r58VK++dmAOmqA3nGtpfUfIJ0ylxacGIKXPX1yp6DrZp3VM4uvDxPTDg3FKhOXpdLxBdPcMx1qc5i6MLSDfFWC07Z8Odj975ElwcCMNe6vlwzAuz2mxHpD8+Qb003TceeRVNx9rigQvfD94koxR70hOQF\/j92MU5F\/O6275xEMCXKNcnY5yFMX84xjmL2qD5EgMsYcublWrzcnPKtXKy5PCCakLDDSJr8x05KhemunIAL++JSsIaBubvogE3AYblQkYkyGOJjK4J+ygl4jHZ\/rdy\/JurpjQDxGWypeP406RruzOknLbckQrVA1uY5XrbrmLAR5ssS5kD5Wutzs9W2zIAnEgeBP3Nh5+oKV7ibegY8KJrI61kW5QWmrGfLbu2wtARLwRLtE\/AO6HBMwkZZsUT1GvVPWSch4C7gJohocuVOG1Ia4YOyzAL24Fuxcdblu\/AIBb9E4LVHK855n\/p4ePlkaA1+rkEHAKly4k\/ihzMd7B9qACLpExocCmxeuzzUvSEddagHnWdj+J6iO9lBRsLdjX+Vgf953Ei+wF1qYCco0BhcCo\/bIEV1V8COHqgW3cuCYmWcIAdfYb3GcRF+yrvETtt8dvlMBQzrf66QPQXAfy0ncCWyTvzc1J5lvhhODwcx0FqC8sZFNiKR4Zn3ukrQGrj1TSQlumCH58n\/Yde2RXGUYrrQMnoRvbX0DiRCVJKhvtAcw3cHFK4OxzSH93AyS05x8J4m2ZWnQqgU+fw26e++OXqHyrOgXnJGGYWcP8SuQCS4OjhdzBG0anT1k4gxQVVSkRXWGxy3ooH\/SfwNLCLAs7HGiwWbHsHxWGwxsHvFPPG06wj9ZSMaSiZxQvU6E+Pu2o7PvyiUrHh0PXvXkJOBJc12gu8y0jjXzr6XV087z7zGnDcJPHEYiYYGRhZ1759hGpaDF9aVu1p7AK3gHz58B7BM0KpTq\/CH+cEY4Or07WxprgiR0HAcu4iAnpuEhp8fAh7e4wfvp9EF3Qs0xhiPPSrdqt3mgXeXJ1wDIC+vVu0+lIBXDMEDjqnBBZ+z+vGyaG1ui6qFfrA2+3Jxq6LpE6etkuVsJSsWEFmEU7tumrDQtmIb9Gxy1MbcRUOs\/cRSdvjwG+mpDoXVlMzH8x1aE9t\/VWC3ezqYB5dtaX2xXuhux8PWEuQrwM\/dHbWyOolWiKFhftsr46yoKJri+S6zz7B3cLUQK5t4uuSJfnqgwjtTbNJg6yhKn4zrl8Gqk3XtLO2+sevbnc76zsA6gFdld+bREB\/i0\/5sTfjtr3sehSsVwpJs1OsfqEhcnCrpVYBbgaUzL14QZGTSHIGkqzRiYksKt9Qm2gSZ8fHXHi8o4G6sxmcn+nF1RUBu9gCMDdgH5q2F8WdUpZDOpr3xZoith2kqnHi4ODySa\/dwhhlfz7wvvsGs+Y3eq0\/HpJOS6Ez95mB785CXTs\/MWQMoYRd7vcquAB6CzIUNPD40qcABAtRjKuCRy9X4hAzWXrsfgE9+0IgGHfmhAyB32USsXTyiVjauFBXE6Ey7d9xVrxKKRdMza3SQW+7peSvdodx19fq1gkp8W4+1bboil1aCBL6JRS\/9Ca3Mpx8KJZVrfGih78dfW8Pd8qtKqMfWFnHBAJ\/NmwUTjx\/iqp9GahRTqExcZyll8f33ZSsWq81nvGZmSGtsZ1RoehkF805P4G+Q0Rsn1vMjmm0ttQTv3EwmWF18DOPhq+mLItv8wztx+Fbb9fVXosrMFEYR5AldNfkvKodKRva2IPri1bk8IgJcy8W7sAoqiuHAE7NOZeNiHHbSt1JuoDF+wuv1tlNzSi1LxfJ+uhpDc5l7S1huYPg7JuJxhhWosTA\/m2+NWtUOXVq9TE83VeWGfRKUtClJF2VBFAEvMpD9EA4n9JtS\/UItMeFnLH\/CXfUfYblU3Vpk+HWoGRtyB3VP02gsxdOEbsQ9oFOfDqATQUXIfU9iNYgVTIzgbqUwDkd5rdqlLaMGEYFx1fHv\/1j9eHRrnKFcJ\/o5ZlsERQRJflU5ASnuG6VQthY6jf4noJFZNrpenyTuUx1TfDYSKhvZu2Fn\/ImvvE39pJOfxIs\/KY0K06UJteEhP17mMmU71bhWeMUyxqlRrIi+2tEenUT4F1hqoGDhSb9l42HaGqhDDCd2Ll7O7EbgMeEZ5I2cFCJqpuhs3+RFUiMFSs4+RlQB\/TiiHLNI5bjl51IGcQiflCpHcFts2ye2N71YFtOa2YAi\/egc65Pi1SMOAL88KnCgStxQn7P9DI\/5L3QzlINqkYxkKnYd25VMix3F4I6+dcFZ1KxtYlxoht0ddSuGEJnL2Yhx4IgsCcCCCHYJL3n+4dYMju0jewPqJQ+tyA6PhQ5Oy90faQihLGgvbemxTINtcEbOixbdNb4Xb+9KC3wAX081afYrDplO6LfHaaRH6BDVrm8KePIL5JLwebX4dKMnVjsnoe1l4fGdUHWSUyb+y64sJhDmsupEJ5ZUjLk2bYF\/9H4I9NDOq\/inLJmlTdPHFPtYJeY8kWRqUFoezqev9QPK2WZkxwA8\/2AqCSs1NXtz3sJhPK0sbcUWMRycMej5v0T9EJHMx+\/hFcuuXdQ0K4mjhIO0Q7wQw8+9bzkG40QI1dNy0+ebqxL5+YHoaQ1jHv6zp0z45TD8aA8L890nj53rjeHGtllagDluKCm3Ww8leW9UNYaDjUUx1gsmLb4PDfrbZ6FSrHfvHfLH8bwKAJMDIYZlQ3FzR3MIMApAX2X3sqZScpJlaP0OqY7kmZ53drgiJT+obM5exOTbn758wYLQzPKlGZfqxQd4\/4gkAD\/vUB4rDEhE6u7pRGhCDWlIIN2HETVJ3KUX5BH8SzFiGIQfxS1LT15IroCjTMOnZqHtRf2S8sUy16P69ZaL\/CzHnKNaL\/GF40XkmLkHgbciHNgpqkuXDOhLMptj8tLew6IemjUII\/VVpwwyxyQh3RNW6LmMdo5gWZdSDevt","iv":"1852d8581a8f3640d3edf791a57f5886","s":"d17a0f8fb1c1aea7"}
Share your thoughts. Click here