To inspire the spirit of discovery amongst travellers who prioritise transformative well-being, the Hyatt Asia Pacific marketing team selected BBDO Singapore to create its regional Alila brand campaign.
With 18 properties across seven countries, Alila has been elevating the definition of luxury hospitality since its first hotel opened in Jakarta in 2001, eventually joining Hyatt in 2018. The brand plans to open more properties in Vietnam and China in the coming years. It is galvanising this expansion with a creative communication campaign that goes beyond traditional spiels on luxury but sincerely speaks to the discerning desires of guests as the doors of international travel have reopened.
Guests of Alila hotels and resorts are warmly invited to “Transcend Your Journey” – the name of the campaign. It represents a philosophy transcending four walls, like architecture integrated into nature’s surroundings. It transcends physical relaxation, as guests attain emotional states that promote holistic well-being and harmony. And it transcends the present, for these rare encounters spark wonder and become lasting memories. Guests are invited to embrace an all-rounded transcendent experience in whichever destination there is an Alila property.
BBDO Singapore worked with Bali-based production house AVB Media Asia to execute this vision. The “Transcend Your Journey” campaign is anchored by a brand film that adopts a multi-sensorial, transcendent technique to create an immersive sensation that best encapsulates the Alila experience. The film looks to the world of ASMR to achieve this, capturing macro shots of Alila properties that merge a therapeutic trinity of sight, sound and touch.
“You need to experience Alila’s properties to believe it. To truly create an experience as though you are there, we created an immersive campaign steeped in ASMR-inspired shots that blend with serene yet majestic shots of Alila’s destination experiences that evoke authentic sounds and sights”, says Tay Guan Hin, Creative Chairman of BBDO Singapore.
Shot across several locations – featuring Alila Ubud, Alila Villas Uluwatu, and Alila Kothaifaru Maldives – the film features awe-inspiring moments ranging from standing at the foot of roaring waterfalls and being blessed in a sacred cliff-top temple in Bali, to dipping into the mesmerising turquoise waters of Maldives. These picturesque sanctuaries in nature convey a vivid message: Alila properties provide transcendent spaces for all guests to reflect, breathe and restore.
The “Transcend Your Journey” campaign extends its influence beyond the brand film, encompassing various touchpoints across social media, digital advertising, and the cosy confines of guest accommodations. This comprehensive approach crafts a captivating sensory adventure, enticing viewers to transcend their journey from the moment their curiosity is sparked until the hotel’s final checkout.
Carina Chorengel, Senior Vice President – Commercial, Asia Pacific of Hyatt, said: “More than ever, luxury travellers are seeking authentic and original experiences while embarking on a journey to restore the body, mind and spirit. At Alila, it isn’t just about going somewhere but how it touches you through those sublime moments that connect you more deeply to the destination that you’re in. With the ‘Transcend Your Journey’ campaign, we hope to spark wonder and inspire travellers to discover more with Alila hotels and resorts in Asia Pacific.”
Agency: BBDO Singapore
CEO: Melvin Kuek
Creative Chairman: Tay Guan Hin
Creative Group Head: Amanda Ler
Copywriter: Kevin Ho
Account Director: Ariel Chew
Brand Strategist: Shermaine Law and Janice Kok
Production House: AVB Media Asia
Producer: Lydia Anita
Film Director: Bagus Andrian
DOP: Ruda Adi Putra
Production Support: AA. Vebby Dwita, Arsa Juliarta,
Dyatmika, Sunardi, Seno Ariawan, Christabel Mcqueen