Last year, The Luxury Collection announced its first-ever epicurean Global Explorer—Laila Gohar. We partnered with Laila to create a barware line inspired by three of our hotels and destinations: SLS Hotel, Beverly Hills, Prince de Galles, Paris, and Suiran, Kyoto. This custom, destination-inspired barware line combines two of The Luxury Collection’s brand pillars—epicurean journeys and transformational travel, showcasing the unique experiences at each of these destinations through Laila’s lens. The pieces celebrate traditions that are both artisanal and cultural, highlighting the beauty and importance of cultural authenticity—a goal that is mirrored by The Luxury Collection’s own core values.
The pieces reflect elements of each city and pay homage to centuries-old crafts and traditions—a martini glass and olive pick for Los Angeles, a coupe and embroidered napkin for Paris, and sake cups with an accompanying bamboo tray for Kyoto.
Through content creation, guest experiences, retail, immersive events, and earned amplification, we sought to introduce our partnership with Laila in a way that resonates with our audience through multiple touchpoints, all while underscoring the power of cultural discovery through food and drink.
Objectives:
To bring this partnership to life, we focused efforts around three activations with Laila Gohar:
In each location, we created short, single-scene videos to share portraits of Laila and a closer look at the products in a content style that is dynamic and interesting. These moving portraits (or vignettes) increased the aspirational quality in what would have otherwise been a stagnant image—more fully immersing our audience in the moment.
We expanded the content of this campaign by publishing a profile piece about Laila on theluxurycollection.com, sharing her perspective on design and introducing the barware collection.
We also curated a destination guide for LA, Paris, and Kyoto, featuring Laila's favorite spots in each city along with why she recommends each location. These guides invite our audience to discover new and unexpected locations during their own travels.
Our primary KPIs for this partnership were reach and engagement, as we wanted to create content and experiences that resonated with our audience. We are thrilled that the content shared across Meta amassed over 16.3M impressions and garnered a 10.1% view-through rate—2x higher than our average for the year, proving our audience was interested in viewing this content.
Additionally, our event in Paris was a huge success. Through interactions from notable guests and Laila’s own posts, we had an earned reach of 32.9M OTS, with over 97% of attendees sharing organically—speaking to the authentic excitement around this activation. Interest also continued past the activation, with mentions and tags continuing in the weeks following the event. As a result of this immersive partnership and the strategic execution of consumer touchpoints, we also engaged elevated media at multiple stages, garnering more than 108M impressions from notable press.
Not only was this a success from a content standpoint, but we also offered ways for our audience to further engage with the brand through artisanal products. Consumers proved to be interested in the barware pieces, and our content resulted in 10K clicks to the retail and editorial sites.
