The Luxury Collection hotels and resorts are intrinsically connected to their respective destinations — each inspiring a thousand stories tied to the transformative experiences that make each locale unforgettable. We wanted to tell these stories through the lens of a diverse range of voices that resonate with our traveler. We created our “A Letter From” series to hear from dancers, artists, chefs, and more as they share their views on travel, how travel influences their craft, and vice-versa. By telling these stories, we aim to highlight the transformative nature of travel with The Luxury Collection and encourage travelers to write their own inspiring stories with us.
Our objectives for this campaign were to:
The oversaturation of influencer marketing on social media posed one of our biggest challenges — How could we best share these unique travel perspectives in the most authentic and inspiring way? We wanted to ensure the greatest reach while also staying true to the values of our brand, providing an authentic point of view that would resonate with our audience.
In our first video of the series, we followed Calvin Royal III, a Principal Dancer with American Ballet Theatre, to London where he stayed at The Wellesley Knightsbridge, a Luxury Collection Hotel, while training with the Royal Ballet in preparation for an upcoming role. Between footage of his time at The Wellesley, rehearsals at the Royal Opera House, and a retreat to the countryside at The Langley, a Luxury Collection Hotel, Buckinghamshire, Calvin reflects on travel and dance — and the connection between the two.
In addition to sharing the video on Instagram and Facebook, we used Instagram Stories to introduce Calvin’s lens on travel using a collection of images from his trip. A full interview with Calvin is published to theluxurycollection.com, serving as the main drive-to destination for our paid social distribution campaign.
We targeted our audience of Explorers and Collectors on Instagram and Facebook — individuals who are curious about the unknown and always willing to explore or discover something new. We used Interest and Behavior targeting to ensure we were reaching users who value these authentic travel experiences.
Calvin also shared content from his experience to his own social channels, garnering earned exposure and excitement for The Luxury Collection among his audience.
Across paid, owned, and earned channels, we reached over 1.8M viewers and garnered a 20% engagement rate—14.2x higher than the industry standard—proving that these authentic stories resonate well with our audience.
Comments on our video range from “Poetry & style in motion. Spectacular energy!” to “This is so lovely. A work of art, a montage of elegance, and beautiful heart and soul on display. Just wonderful!” showcasing the powerful emotional response Calvin’s story evoked from our audience.
We look forward to expanding this series with more Tastemakers’ perspectives, including our next installment launching later this year.
