MGallery Hotel Collection has launched a brand campaign that shares the stories of its properties. Stories That Stay is appearing digitally in the U.S. and U.K., with a series of Pop-Up Memorable Moments around the world.
The campaign is designed to be a brand signature to promote and showcase MGallery’s collection of unique boutique hotels. The campaign features iconic objects representing each MGallery hotel brought to life to offer travel inspiration to all.
In its new brand film, a selection of flagship hotels—including Molitor Hotel in Paris; INK Hotel in Amsterdam; Santa Teresa Hotel in Rio de Janeiro; Papadopoli Venezia in Venice, Italy; and Le Grand Hotel Cabourg in Normandy, France— are showcased through their iconic objects animated in 3D.
“To stay at MGallery is to be immersed in a story—guests are enveloped by the intellectual, emotional and sensual experience of each hotel—its design, destination and atmosphere,” said Sabine Copper-Royer, brand director, MGallery. “Stories matter in travel and are the fuel of great memories. Our audience enjoys discovering something unique. They seek inspiration and ‘life material’ from their travels and lifestyle, and from discovering beautiful places. The latest campaign aims to reach this audience and remind them of the beautiful stories within our collection.”
This year, MGallery has a three-part strategy to enhance awareness and consideration, Copper-Royer said, particularly in key international feeder markets (the U.S. and U.K.). The first objective is to increase brand awareness with a paid media campaign with a selection of premium and lifestyle digital publishers.
The second objective is to increase awareness and desirability with younger generations of guests, a social campaign focusing on its “off-the-beaten-path properties.” Content creators and influencers are invited by MGallery to stay in a selection of properties located in remote environments.
“In each of the six off-the-beaten-path experiences, a different strategically chosen talent will live the hotel experience, discover its story and how it is brought to life,” Copper-Royer said.
This could take the shape of a signature cocktail with local ingredients; a Memorable Moment, which is a unique experience created by the hotel to discover the location; a signature dish at the restaurant; or a signature treatment in the spa; among others.
“The partnership with these talents is designed to show how to live a beautiful ‘off-the-beaten-path’ journey to the fullest—far from clichés,” Copper-Royer said. “They will create unique content to share with their community and the MGallery community through social media channels, inspiring future stays and experiences.”
The third objective is to increase brand love, building on its Memorable Moments concept and going further to create once-in-a-lifetime experiences, called Pop-Up Memorable Moments, in a selection of flagship properties worldwide.
“Pop-Up Memorable Moments are unique, creative and exclusive experiences built to make our hotel stories even more memorable, for a night, a day or a weekend,” Copper-Royer said. “They can take multiple formats, but they are always memorable for our guests. That is the rule.”
The Pop-Up Memorable Moments are for MGallery’s loyal customers or upon invitation for content creators and journalists.
Past Pop-Up moments include a gastronomic experience at Molitor Hotel Paris with the property’s chef by the pool. The hotel, which once was one of the most famous Parisian bathhouses, offered guests the opportunity to spend Valentine’s Day evening by the pool, with a special six-course dinner, enjoying performances of acrobats above the pool, listening to a pianist playing and tasting signature cocktails from a speakeasy bar with a last swim.
The story continues this month in Cagliari, Italy, where a few ALL – Accor Live Limitless members (Accor’s loyalty program) will be able to stay in the newly opened Palazzo Tirso and experience a weekend in the city. Then, in July, they can visit Porter House Hotel in Sydney, which was a leather and tobacco factory, and Legacy Yen Tu in Vietnam, the birthplace of Vietnamese Buddhism.
“We believe so strongly that when people travel, they want more than a comfortable room to stay,” Copper-Royer said. “They want enriching experiences to discover and to be amazed, and to feel that the experience goes beyond comfort, and that allows them to write a new chapter in their own personal story. It is also for us a good definition of what luxury is: enriching people, telling a new story which is authentic.”
MGallery is already working on an evolution of the campaign, which will see a focus on its Memorable Moments. It is in development as the current campaign is still live.
“[Stories that Stay] expresses the quirkiness, the creativity, the boldness of the brand,” Copper-Royer said. “We are cultural, we are storytellers and we are keen to trigger our guest’s curiosity—guests, we also believe, who are memorable moment collectors and keen to discover the hidden stories of each place.”
Copper-Royer said that MGallery wants to make the collection known for being a “jewel box” of diverse stories that stay, that its guests can collect wherever they go in their travels.
“Each hotel is a new chapter of a book, and each hotel creates a unique Memorable Moment that allows guests to discover the destination in a genuine and unique way,” Copper-Royer said. “We are so diverse that each and every one can find the right property to stay in and that will fit is uniqueness and their story.”
