JUMEIRAH GROUP - HOTELS & RESORTS

Business Challenge

Jumeirah needed to refresh its luxury hospitality narrative to compete more effectively in global markets and increase direct booking performance through stronger brand affinity.

Role & Strategy

As Creative & Brand Lead, I led senior strategy for the global brand refresh focusing on emotional storytelling, experiential luxury cues, and differentiated digital content that reinforced Jumeirah’s premium positioning.

Creative Solution

We created a unified global brand campaign emphasizing experiential luxury and emotional resonance. The campaign was executed via digital ads, immersive video content, CRM narratives, experiential touchpoints, and on-property storytelling.

Execution

  • Defined global campaign narratives with executive leadership

  • Led creative teams across design, motion, and copy

  • Produced high-impact video and digital storytelling

  • Integrated cross-channel experiences for consistent brand touchpoints

Impact & Results

  • Increased global engagement metrics by 20%

  • Strengthened brand affinity in key luxury markets

  • Enhanced direct booking performance through emotional connection

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