New marketing material features real people enjoying real experiences in one-of-a-kind destinations
One&Only has unveiled a new global brand campaign celebrating its portfolio of one-off resorts.
The statement-making campaign reflects the brand's new positioning, showcasing each One&Only resort as an individual property and One&Only guests as discerning, well-travelled people increasingly seeking authentic "money-can't-buy" experiences.
To bring the campaign to life, One&Only collaborated with Pentagram marketing agency to create video commercials and images that presents the brand's unique resorts and private homes through the lens of real people doing real things in exceptional places.
The first instalment follows celebrated sustainable fashion designer Mara Hoffman, as she enjoys an intimate holiday with family and friends in Mexico. Mara and her family stayed at One&Only Mandarina in Riviera Nayarit, a resort that aligns with her brand's approach, centred on beauty, spirituality, environmentalism and humanity.
The family's stay at One&Only Mandarina was captured by renowned fashion photographer Lachlan Bailey, who has worked with some of the world's biggest brands, stars and publications.
Lachlan and the social media team captured spontaneous, candid images and videos as Mara's holiday unfolded in real time, creating an authentic connection with the audience that's a clear departure from the more staged and stylised resort campaigns of the past.
Bailey said: "Capturing the mood and energy of Mara and her family at One&Only Mandarina was one of the most perfect and authentic pairings I've been a part of. Communicating the family characteristics and intimate interactions in such a raw environment is the essence of the campaign."
Mara and her family also recorded their own behind-the-scenes holiday moments, sharing beautiful user-generated content that adds depth and honesty to the campaign.
Kerzner International chief commercial officer Brett Armitage added: "When selecting families to feature in the newest One&Only brand campaign, we were looking for a series of real people doing authentic things in one-off places.
"The campaign recognises a desire for people to see content they can connect with. It further reflects the continued growth of multi-family travel and conveys the energy of the One&Only guest experience, local culture and genuine hospitality."
Launching this month across print and digital media outlets worldwide, the campaign portraying Mara Hoffman and her family is the first instalment in a three-year series that will star modern, multigenerational families who exemplify the One&Only values and epitomise diversity across ethnicity, gender, age and lifestyles.