MGallery has never been more aptly named. An M for Meaningful and for Memorable and also for Moments.
As 2024 unfolds, MGallery is more determined than ever to bring to life its iconic “M.” The brand’s latest campaign marks the renewal of the experience pillars of the boutique hotel collection. With this campaign, MGallery reveals the wealth of Moments to be collected in its establishments.
M Moment is a unique, exclusive experience that each hotel creates to reflect its history and location, and which is offered along with its accommodation. From now on, clients will be able to enjoy even more unique, first-class adventures in every corner of the world. Created through the eyes of the locals, they enhance traditions and reflect remarkable destinations. A desire to explore is combined with a strong commitment to supporting local communities.
This concept can also be found in MGallery hotels, where instant cameras allow staff to capture and share M Moments with guests. An interactive social media plan helps to immortalize the images of these very special moments.
These immersive experiences are available to all MGallery clients under a single slogan: “That’s my M Moment.”
“Being amazed by the beauty and magic of the Moment: that’s the spirit of MGallery” explains Catherine Cherabieh, Vice President Global Marketing, MGallery.
Five M Moments are featured in the MGallery campaign, in the same number of hotels — moments of poetry; moments of sharing, moments of adventure, moments that are intimately connected to the history and surroundings of each hotel, and moments that can’t be described, that have to be felt and lived.
The agency Onirim is the creative force behind the project that will appear in France, the UK, Australia, and China, as well as in the collection of more than 120 hotels around the globe. Ronan Gallagher, a photographer and creative director known for his documentaries, was handpicked to help bring it to life.
“I like being able to apply my documentary philosophy to a campaign. I try to create emotions, intrigue, and beauty. With MGallery, I feel that we have created profound images that resemble real life” says Gallagher.
Inspired by a desire to collect both these locations and these moments, the formats have been created as 90-second, 30-second, 15-second, and 6-second videos. They will be distributed across 6 channels: the press, YouTube, Pinterest, Instagram, Little Red Book, and programmatic video.
First, the suitcases land in China, at DongFengYun Hotel Mi’Le, where audiences discover a local skill, pottery, alongside a well-known artist. Then it’s on to Manly Hotel Pacific in Sydney, Australia, for a surfing lesson at dawn. The next stop is Vietnam, at Legacy Hotel Yen Tu, for a sunrise moment of reconnection with a climb up a sacred mountain, between heaven and earth. At Municipal Hotel & Spa Liverpool in the United Kingdom, duos enjoy an unforgettable teatime on the roof of the former town hall. The world tour ends with a step back in time, at the gates of Paris, France, at Domaine de la Reine Margot, with a tasting under the stained-glass windows of the former chapel.
