This year, The Luxury Collection announced its first-ever epicurean Global Explorer — Laila Gohar. We partnered with Laila to create a barware line inspired by three of our hotels and destinations: SLS Hotel, Beverly Hills, Prince de Galles, Paris, and Suiran, Kyoto. This custom, destination-inspired barware line combines two of The Luxury Collection’s brand pillars — epicurean journeys and transformational travel, showcasing the unique experiences at each of these destinations through Laila’s lens. The pieces celebrate traditions that are both artisanal and cultural, highlighting the beauty and importance of cultural authenticity — a goal that is mirrored by The Luxury Collection’s own core values.
The pieces are designed to reflect elements of each city and pay homage to centuries-old crafts and traditions — a martini glass and olive pick for Los Angeles, a coupe and embroidered napkin for Paris, and sake cups with an accompanying bamboo tray for Kyoto.
Our objectives:
The content to support the launch was centered around an editorial, interview-style video. Using excerpts from an on-set interview between Laila and Laura Regensdorf, contributor for Vanity Fair and Vogue, Laila introduces the barware collection and shares how she’s inspired by travel, culture, and artisans around the world. Our goal for this launch film was to introduce this partnership with a content format popularized by publications like Vogue and Harper’s Bazaar, but in a way that feels authentic to The Luxury Collection, showcasing our shared values with Laila and the power of cultural discovery through food and drink.
We also created short, single-scene videos to share portraits of Laila and a closer look at the products in a content style that is dynamic and interesting. These moving portraits (or vignettes) increased the aspirational quality in what would have otherwise been a stagnant image — more fully immersing our audience in the moment.
We expanded the content of this campaign by curating a destination guide of Laila’s favorite spots around the city along with explanations about why she recommends each location and shots from her explorations in Los Angeles. We posted this guide on theluxurycollection.com, where our audience can discover new and unexpected locations to add to their own LA travel plans.
Our primary KPI for this launch was awareness of the campaign, measured primarily by impressions. Across Meta, we are thrilled that this content amassed over 2.8M impressions targeted to luxury travelers. In addition, this content proved to resonate with our audience, bringing in an impressive 32.7K engagements.
The video surpassed our average view-through rate on both channels, with our highest view rate for the quarter on Facebook and a 15.3% rate on Instagram — almost 2x higher than our average, showing our audience was interested in viewing the full video. The video also ranked among our top posts for saves and shares on Instagram, evidence that the content was not only thumb-stopping, but compelling as well.
Laila also posted about the partnership on her own social channels, resulting in 810K OTS and expanding the reach of this campaign beyond owned efforts.
