The term ‘luxury’ has lost much of its currency, attached as it is to all manner of brands that have not earned the title... One&Only is one of those who have.
The now legendary resort brand is one of a handful that can genuinely claim to be a luxury brand, with exceptional properties in some of the world’s most inspiring locations, delivered with warm and unstuffy style, creating those one and only moments guests keep returning for…
When One&Only invited us to launch their brand in China, they were largely unknown, with no presence in the market and little-to-no reputation. Our brief was to build brand awareness , and to carve out a slice of the increasingly large China luxury outbound travel market.
We started by ‘localizing' the branding to create the official Chinese brand nomenclature and tone of voice. We created a communications strategy focused on owned digital channels, in particular Weibo and WeChat (key Chinese social media channels), that also included digital PR, brand partnerships, seasonal campaigns and Influencer activation.
Understanding how embedded these digital channels are in the lives of our audience, we developed a strategy to build innovative functionality into our channel, content and campaign programming, pioneering ways to leverage engagement, brand and influencer activation.
The net result?
One&Only is the 3rd most engaged with luxury hotel brand on Chinese social media, and the only one without a property in- market.
Next up, a new experiential mini-programme that brings the One&Only into our guests’ phones. We'll continue selling the dream, while everyone else slashes their rates