2015 heralded the opening of Taj Dubai – the largest hotel in the group’s portfolio outside of the Indian subcontinent.
Luxury Branding was invited to devise a global advertising campaign to both launch the hotel, and then promote it to key markets throughout the year.
Our starting point was an acknowledgment of the attention to detail that has given Taj Hotels both the reputation as providers of legendary service for 110 years, and the amount of behind the scenes work that goes into the final stages of preparation in launching a new hotel.
This brought us to our chosen concept of ‘Finishing Touches’ – a reference to both the final tasks of preparation in anticipation of the arrival of the first guests, and the daily commitment to excellence that is such an integral part of the DNA of each and every Taj Associate.
Six examples of Taj Associates in the act of conducting their ‘finishing touches’ were conceived, which were then shot on location in Dubai with award winning photographer, Will Pryce.
The result was a dynamic series of adverts that firmly reinforce the group’s commitment to the “Practice of Perfect Hospitality”.