Art Of Luxury - Mwangi Gatheca Portfolio

The Ask

Produce a 360 traditional campaign to promote your selected 'dream destination' to gain awareness, exposure and increase tourism.

The Insight

Luxury travel today is defined less by thread count and Michelin stars and more by access to the people, places, and experiences that represent all that is authentic about a destination. People don't just want to see – they want to participate.

The Idea

"Art of Luxury"

An authentic luxury Japanese experience trailered to suit the needs of an upper-class clientele. A trip focused on not only observing in the Japanese culture but being an active participant. Sponsored by the Japan Tourism Board in partnership with Japanese brands like Lexus, Takagi Brewery, and Japan Airlines.

Event Launch

This campaign will be launched with an exclusive event at Nobu Locations across the world whose cities have direct flights to Japan with Japan Airlines. The invitations to the event will be created in partnership with one of the trip sponsors Takagi Brewing.

Print Ads

The ads are minimalist and feature a Japanese symbol known as the Enso circle, which symbolizes enlightenment, strength, and elegance. The print ads will have a limited run in select luxury magazines that cater to our upper-class clientele.

Membership

A screening process will occur after one has completed the application for an opportunity to participate in this trip. This, in turn, creates a slight exclusivity to the experience, which will lead to an increase in demand.

Digital Interactive

Art of Luxury, being a members-only experience, allows patrons to make new connections that they otherwise may not have.