The “Life Extraordinary” campaign includes new broadcast video and print advertisements, alongside social, digital and content marketing initiatives. It will also see the launch of the Life Extraordinary LUX magazine for consumers, featuring lifestyle trend articles. 

A spokesperson said: “It’s a naturalistic campaign that breaks conventional codes of advertising with a less-is-more emotive approach; the creatives taken at different resort destinations highlight each location’s distinctiveness, with their own tailored creative assets. In addition, it conveys the diversity of guests and unique experiences that LUX provides.”

The campaign has been created with brand and experience design consultancy Matter of Form. 

Julian Hagger, executive vice-president of The Lux Collective, said the campaign aimed to drive awareness of the LUX brand, adding: “We believe that time is luxury, and every precious moment is worth celebrating. Whether on the beach, in the city or in secluded nature, LUX transforms the everyday into the extraordinary through elevated shining service, beautifully designed spaces and by delivering on carefully crafted escapes.”

At LUX Grand Baie in Mauritius, the resort campaign story is about three friends reuniting after years apart. A spokesperson explained: “Tapping into the prior anticipation, long-awaited reconnection and the sense of belonging with truly close friends, this creative celebrates the beauty and joy friendship can bring, magnified by magnificent surroundings.”