MAY FAIR HOTEL: BRAND CAMPAIGN
Invoking the spirit of London Fashion Week for the May Fair Hotel
The Brief
The May Fair Hotel's connection to the luxurious and vibrant spirit of the Mayfair district was not being clearly communicated to its audience. The hotel's rich heritage and unique personality, which reflect the glamour and sophistication of Mayfair, were underrepresented.
The Big Idea
'Be Mayfair' - a manifestation of the outlandish, hyperbolic and captivating attributes of the district itself. Be the real you? Be Mayfair.
Tone
& Style
The tone and style of The May Fair Hotel's campaign strikes a balance betweenelegance and playful charm, reflecting the vibrant personality of Mayfair.
We brought on board renowned photographer Lara Jade who embodies a high-fashion aesthetic that aligns with the hotel’s luxury brand, ensuring the campaign is both visually captivating and true to The May Fair’s commitment to style and sophistication.
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Photography
The campaign features a stunning series of lifestyle images, showcasing May FairHotel employees in various elegant and dynamic settings around the hotel.
Each employee embodies a unique aspect of the Mayfair experience, bringing to life the district’s diverse charm. Featuring real employees, it adds an authentic, approachable touch, creating a deeper connection with guests.
Rollout: Print
Advertisements were placed in prominent luxury lifestyle magazines and leading newspapers, (including GQ, Vogue and Vanity Fair) targeting high-end readers who are interested in premium travel, fashion, dining, and leisure experiences.
These print ads showcased the elegance, sophistication, and unique offerings of The May Fair Hotel, reaching affluent audiences who valued refined experiences and the upscale allure of London's Mayfair district.
Out Of Home
n the "Be Mayfair" campaign, out-of-home (OOH) ads played a key role in expanding visibility. These ads featured striking images of the hotel employees, aligning with the campaign’s theme of sophistication and authenticity, while drawing attention from affluent travellers and locals alike. This broad, public presence helped solidify the hotel’s status as an iconic destination within Mayfair.
We launched the brand at the hottest event of the Summer
The brand was unveiled (so to speak) at en exclusive launch party for Dre and Snoops new brand - Gin & Juice. The pair even got on stage to rap with Eminem - a once in a lifetime performance. The Alias brand was all over the invites and featured in prominent locations around the event.
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The guys have been absolutely brilliant and they've created a phenomenal brand that will not only help us grow, but will also stand the test of time for our discerning audience.
Ben Yefet: Founder
Digital & Social
Social media, especially Instagram, was key in amplifying the "Be Mayfair" campaign. We showcased The May Fair Hotel’s luxurious spirit with visually striking posts featuring real employees and iconic hotel moments.
Instagram Stories, influencer partnerships, and the #BeMayfair hashtag boosted visibility, driving engagement and authentic connections globally.