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":"51a123dc0b444739f40baad4f1f815c8","s":"2626cdff1033512b"}
Share your thoughts. Click here