In 2024, MGallery is redefining its iconic “M,” now synonymous with Memorable and Meaningful Moments. Their latest campaign revitalizes the experience pillars of the boutique hotel collection.
The brand captures unforgettable moments around the world: a cool breeze on a sacred mountain, smooth clay, an unusual tea beneath a grand English clock, an exclusive evening in a chapel, and the endless ocean waves. These Moments define MGallery’s new brand campaign.
“Being amazed by the beauty and magic of the Moment: that’s the spirit of MGallery” explains Catherine Cherabieh, Vice President Global Marketing, MGallery.
Five featured M Moments in five hotels create poetry, sharing, adventure, intimately connected to each hotel’s history and surroundings. The campaign, by agency Onirim, will appear globally, featuring photographer Ronan Gallagher’s profound images.
“I like being able to apply my documentary philosophy to a campaign. I try to create emotions, intrigue, and beauty. With MGallery, I feel that we have created profound images that resemble real life,” said Ronan Gallagher, photographer
The campaign features 90-second, 30-second, 15-second, and 6-second videos distributed across various channels: the press, YouTube, Pinterest, Instagram, Little Red Book, and programmatic video.
Each MGallery hotel offers its signature M Moment, a unique experience reflecting its history and location, now revealed through the campaign.
The campaign includes 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.
“Traveling the world to find these precious moments was an unparalleled adventure, an authentic human experience. We discovered that each hotel has its own unique feel, brought to life by a special team with friendly professionalism and remarkable attention to detail,” stated Diane Edelmann, CEO and Creative Director, Onirim
MGallery, established in 2008, now boasts over 120 boutique hotels across three categories: Heritage, Signature, and Serenity. 2024 promises new openings including Hotel Sosei Sapporo in Japan, Kenya, France, Poland, Mexico, and five hotels in China.
With over 40 projects in development, MGallery is expanding its portfolio by 30% by 2030, reinventing itself and introducing a fresh visual universe with the launch of its new website late 2024.
