MGallery launches ‘M Moment’ marketing drive

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Accor’s MGallery Collection has launched a new advertising/marketing campaign, with the Manly Pacific Sydney MGallery Collection one of only five global properties chosen to appear in the blitz. MGallery’s latest campaign marks the renewal of the experience pillars of the boutique hotel collection. It highlights five ‘M Moments’ which are featured in the MGallery campaign. Agency Onirim, the creative force behind the project, captured the MGallery essence through a campaign that will appear in France, the UK, Australia and China, as well as in more than 120 hotels around the globe.

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Inspired by a desire to collect both these locations and these moments, the formats have been created as 90-second, 30-second, 15-second, and 6-second videos. They will be distributed across 6 channels: the press, YouTube, Pinterest, Instagram, Little Red Book, and programmatic video. Each MGallery hotel has its own signature M Moment: – a unique, exclusive experience that each hotel creates to reflect its history and location, and which is offered along with its accommodation. With this campaign, MGallery reveals the wealth of Moments to be collected in its establishments.First, the suitcases land in China, at DongFengYun Hotel Mi’Le, where audiences discover a local skill, pottery, alongside a well-known artist. Then it’s on to Manly Hotel Pacific in Sydney, Australia, for a surfing lesson at dawn. The next stop is Vietnam, at Legacy Hotel Yen Tu, for a sunrise moment of reconnection with a climb up a sacred mountain, between heaven and earth. At Municipal Hotel & Spa Liverpool in the United Kingdom, duos enjoy an unforgettable teatime on the roof of the former town hall. The world tour ends with a step back in time, at the gates of Paris, France, at Domaine de la Reine Margot, with a tasting under the stained-glass windows of the former chapel. These immersive experiences are now available to all MGallery clients under a single slogan: “That’s my M Moment.” Revealed in conjunction with the new campaign, the collection’s experience pillars are being revitalised: MGallery has never been more aptly named. An M for Meaningful and for Memorable and also for Moments. From now on, clients will be able to enjoy even more unique, first-class adventures in every corner of the world.Created through the eyes of the locals, they enhance traditions and reflect remarkable destinations. A desire to explore is combined with a strong commitment to supporting local communities. This concept can also be found in MGallery hotels, where instant cameras allow staff to capture and share M Moments with guests. An interactive social media plan helps to immortalise the images of these very special moments.

New horizons in 2024

Established in 2008, MGallery now boasts more than 120 boutique hotels across three distinct categories: >Heritage, with historical locations that take guests on a journey through time; >Signature, with unique establishments that offer a distinctive, one-of-a-kind style; >and Serenity, with discreet jewels in the heart of natural or urban retreats. Over the past two years, the brand has opened and signed a number of new establishments and is set to expand its network by 30% by 2030, with over 40 projects currently in development around the world. This year MGallery is launching several new establishments, starting in Japan with Hotel Sosei Sapporo (opened on 30 January), Kenya in June, France this summer, and Poland and Mexico. MGallery is also gearing up to open five hotels in China in the coming months, doubling the brand’s portfolio in the country from five hotels to 10 by the end of the year. This will complement the boutique hotel collection’s array of adventures and allow MGallery to reinvent itself, writing a new chapter and introducing a fresh, authentic visual universe that also will be showcased when its website will be launched in late 2024.

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