MGallery's Grand Prix Glory

The boutique hotel brand MGallery Collection was awarded top honours at the 19th annual Grand Prix Stratégies Luxe Awards, which celebrate excellence in luxury branding and marketing. The brand received the Grand Prize for its "M Moment" campaign in the Luxury Tourism Advertising Campaign category. This campaign was recognized for its innovative storytelling and its role in redefining luxury experiences in the hospitality industry.

Launched in April of this year, the campaign was created by MGallery in collaboration with the creative agency Onirim. It emphasizes the brand’s commitment to creating transformative moments that leave lasting memories. Through a blend of cinematic storytelling and vibrant visuals, photographer Ronan Gallagher captured the essence of the "M Moment." The campaign features experiences such as climbing a sacred mountain and enjoying an exclusive candlelit dinner beneath the stained-glass windows of a historic chapel.

“This recognition is a testament to MGallery’s commitment to creating memorable experiences for our guests at every step. The M Moment campaign was deeply rooted in capturing each hotel's and destination's spirit to create memories that will last a lifetime. I am lucky to work alongside such a dedicated and creative MGallery team, whose work on the campaign truly embodied the essence of the brand’s authentic and transformative experiences. Congratulations to all!” said Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery & Emblems.

The awards ceremony occurred in Paris, France, on 4 December. MGallery Vice President Global Marketing Catherine Cherabieh, who accepted the award, was joined by industry leaders to celebrate groundbreaking achievements in luxury branding and communications.

On MGallery’s M Moment campaign, Catherine Cherabieh, Vice President of Global Marketing MGallery, added: “Working side-by-side with Diane and her team at Onirim was truly inspiring. I was captivated by the campaign's beauty, magic, and authenticity  and how it perfectly embodied the essence of the ‘M Moment’ and MGallery brand as if it had never happened before.”

M MOMENT COLLECTIONS AROUND THE WORLD

The campaign video takes viewers on a global journey, showcasing the brand's unique "M Moment." It features guests learning the art of local pottery with a celebrated artist at the DongFengYun Hotel Mi’Le in China, enjoying a dawn surf lesson at Manly Pacific Hotel in Australia, and experiencing an unforgettable teatime on the rooftop of the former town hall at Municipal Hotel & Spa in Liverpool. The video captures these "M Moments" that are sure to create lasting memories.

Diane Edelmann, CEO and Creative Director at Onirim, said: “We proposed to reignite the essence of the MGallery hotel’s promise by capturing its spirit through the lens of a photojournalist, documenting candid moments of life that reveal authentic stories and emotions—an approach that feels only natural for a hotel brand with such distinctive character, deeply inspired by the artistry of photography”

CONNECTING WITH LUXURY GLOBAL AUDIENCES

The campaign achieved impressive results, garnering 212 million views with a 31 million reach across digital platforms. It reached key target audiences globally and saw a 563% increase in searches for the brand from post-campaign tests run throughout the UK.

MEANINGFUL, MEMORABLE  MOMENTS

In conjunction with the campaign launch, MGallery unveiled its revitalised brand pillars, synonymous with its iconic “M”: Meaningful and Memorable. Developed through the lens of locals, these meaningful and memorable moments are designed to enhance traditions, reflect the remarkable destinations, and support local communities.

GRAND PRIX STRATÉGIES LUXE AWARDS

Helmed by leading marketing, communication and media magazine Stratégies, the Grand Prix Stratégies Luxe Awards was launched in 2005 to celebrate excellence, innovation and creativity in the luxury industry. The awards recognise those in the luxury sector at the top of their game - pioneering the way forward with campaigns that push boundaries whilst remaining grounded exclusivity and refinement.