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":"cc36a6570b6eb6de9e9dcad030307f4d","s":"00b7f77935c880db"}
Share your thoughts. Click here