Boutique hotel brand MGallery Collection has taken home top honours at the 19th edition of the luxury brand and marketing awards, Grand Prix Stratégies Luxe Awards, for excellence in communication. The brand was awarded the Grand Prize for its M Moment campaign in the Luxury Tourism Advertising Campaign category where it was recognised for its innovative approach to storytelling and leadership in redefining luxury experiences within the hospitality industry.
Launched in April this year, the campaign was developed by MGallery in partnership with creative agency Onirim and highlights the brand’s commitment to crafting transformative moments that last a lifetime through M Moment. Blending cinematic storytelling with vibrant visuals, photographer Ronan Gallagher brought the brand’s M Moment to life – from climbing a sacred mountain to an exclusive candlelit dinner beneath the stained-glass windows of a historic chapel.
This recognition is testament to MGallery’s commitment to creating memorable experiences for our guests at every step. The M Moment campaign was deeply rooted capturing the spirit of each hotel and destination to create memories that will last a lifetime. I am lucky to work alongside such a dedicated and creative MGallery team, whose work on the campaign truly embodied the essence of the brand’s authentic and transformative experiences. Congratulations to all! Maud Bailly, CEO of Sofitel, Sofitel Legend, MGallery & Emblems
The prestigious awards ceremony took place in Paris, France 4 December, where MGallery Vice President Global Marketing, Catherine Cherabieh, who accepted the award, was joined by industry leaders to celebrate groundbreaking achievements in luxury branding and communications.
On MGallery’s M Moment campaign, Catherine Cherabieh, Vice President Global Marketing MGallery, added: Working side-by-side with Diane and her team at Onirim was truly inspiring. I was captivated by the beauty, magic and authenticity of the campaign and how it so perfectly embodied the essence of the ‘M Moment’ and MGallery brand like never before.
M MOMENT COLLECTIONS AROUND THE WORLD
The campaign video takes guests on a global journey, from China to Liverpool, to bring to life the brand’s unique M Moment. Showcasing guests learning the art of local pottery alongside a celebrated artist at DongFengYun Hotel Mi’Le in China, a dawn surf lesson at Australia’s Manly Pacific Hotel, unforgettable teatime on the roof of the former town hall at Municipal Hotel & Spa Liverpool and many more, the video highlights the M Moments to last a lifetime.
Our proposition was to reignite the essence of the MGallery hotel’s promise by capturing its spirit through the lens of a photojournalist, documenting candid moments of life that reveal authentic stories and emotions—an approach that feels only natural for a hotel brand with such distinctive character, deeply inspired by the artistry of photography. Diane Edelmann, CEO and Creative Director at Onirim
CONNECTING WITH LUXURY GLOBAL AUDIENCES
The campaign achieved impressive results, garnering 212 million views with a 31 million reach across digital platforms. Not only did it reach key target audiences, globally, but it also saw a 563% increase in searches for the brand from post-campaign tests run throughout the UK.
MEANINGFUL, MEMORABLE MOMENTS
In conjunction with the campaign launch, MGallery unveiled its revitalised brand pillars, which are synonymous with its iconic “M”: Meaningful and Memorable. Developed through the lens of locals, these meaningful and memorable moments are designed to enhance traditions, reflect the remarkable destinations, and support local communities.
GRAND PRIX STRATÉGIES LUXE AWARDS
Helmed by leading marketing, communication and media magazine Stratégies, the Grand Prix Stratégies Luxe Awards was launched in 2005 to celebrate excellence, innovation and creativity in the luxury industry. The awards recognise those in the luxury sector at the top of their game – pioneering the way forward with campaigns that push boundaries whilst remaining grounded exclusivity and refinement.
More information about the campaign, including visuals can be found here and the campaign video can be found here.
About Accor, a world-leading hospitality group
Accor is a world leading hospitality group offering experiences across more than 110 countries, over 5,700 properties, 10,000 food & beverage venues, wellness facilities or flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.
