Dorchester Collection is launching Perfection just happens, a new campaign created in collaboration with McCann Enterprise and supported by R/GA London.
Perfection just happens captures the spirit of Dorchester Collection’s relentless pursuit of excellence.
With perspectives from both guests and employees, the campaign reveals the craftsmanship and team work that seems effortlessly woven into every guest’s stay at each hotel within the portfolio.
Conceived by McCann Enterprise, the creative campaign is seen from the guests’ point of view, for whom the choreography of each moment appears seamless, leaving them with a setting where perfect moments “just happen” and they are free to be their spontaneous selves. Images and videos for the campaign, directed and shot by award-winning filmaker and photographer Michel Comte, bring to life six moments of perfection: a family gathering; a group of business friends celebrating with a dinner; a romantic stay; a parent and child spending precious time together; two friends reuniting at a bar, and a tranquil moment enjoyed by a businessman in one of the hotels’ signature suites.
Thanks to the collaboration between R/GA London and Dorchester Collection, the campaign will also reveal how perfection is achieved from the perspective of Dorchester Collection’s employees via a furher six films shot across its international properties. Their tireless dedication to mastering their art and the drive to deliver excellence is appreciated and recognised as what makes each guest experience seem smooth and flawless. The transformative digital strategy of the campaign is based around the question of “How does perfection just happen?” and shines a light on the crafts of people working at all levels at Dorchester Collection properties globally.
For the next 12 months, Perfection just happens, an integrated campaign with bespoke website, will run across Dorchester Collection digital, social and CRM platforms. In partnership with Initiative, Perfection just happens will be amplified throughout the year across carefully selected global print and digital publications to tell the evolving story. As part of this activity, the campaign will be expanded through a bespoke global media partnership to create original content that deepens the story. Additionally, Initiative will support Perfection just happens by a digital campaign encompassing five different tactics spread across all Dorchester Collection properties to drive email sign up, raise awareness and educate consumers that Dorchester Collection has multiple properties around the world.
Helen Smith, Chief Guest Experience Officer, Dorchester Collection, said: “The campaign showcases the effortless moments where Perfection just happens for our guests. Of course, it doesn’t just happen: it takes a huge amount of energy and craftsmanship by our employees, and brilliant teamwork.”
Christopher Cowdray, Chief Executive Officer, Dorchester Collection, said: “We are immensely proud of the team who work tirelessly across all our hotels to provide our guests with an unforgettable experience on a daily basis. Their dedication is crucial to the success of all our properties.”
Stephen Meade, Chief Executive Officer, McCann Enterprise, said: “This new campaign evokes the true spirit of Dorchester Collection and the culture of perfection that makes it so unique. We’re extremely proud of it.”