Marketing
January 7, 2025
The brand's Belong to the Legend campaign shares the stories of 12 talents, tying their achievements to luxury stays around the world. Image credit: McCann for Dorchester Collection
By Amirah Keaton
During a year in luxury defined by a worldwide sales downturn, many brands leveraged powerful messages and immersive experiences to assert their relevance and reach.
{"ct":"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","iv":"1095e19db35ce971f007522cdc7524da","s":"cef5ff098b5781b4"}
Share your thoughts. Click here