LUX* Resorts & Hotels has launched their new 2017 advertising campaign 'Smile All The Stay', that rethinks and redefines luxury around the themes of joy, happiness and time devoted to long cherished holidays.

Developed in partnership with creative agency BETC Paris, the campaign reminds guests to savour the joy of living by keeping in mind the simplest acts of generosity, connection and care. It all starts with reconnecting to the moments that mean the most and helping guests to make the time to fully experience life's magic.

Six advertisements represent the fun, light-hearted and unexpected atmosphere and lifestyle of LUX* Resorts & Hotels, using messages and images suited to a young-spirited audience. The campaign will feature across international publications including Condé Nast Traveller, Tatler, Harper's Bazaar, Monocle, FT How to Spend It, GQ and Vanity Fair, as well as Australian consumer lifestyle titles.

The campaign consolidates LUX* Resorts aim to grow their Australian business by more than 50% in the coming 2 years. To date, the Australian market has continued to rank in their top 10 source of revenue for the past 2 years in a row.

Complemented by social media initiatives on Facebook, Twitter, WeChat, Weibo and Instagram, the LUX* Resorts advertising campaign reinforces the brand's worldwide positioning and mission of helping people to celebrate life and make each moment matter. The LUX* brand, founded in 2011, has rapidly established itself as a sophisticated, innovative five-star brand that engages with consumers in a more playful tongue-in-cheek way.

“This campaign simulates the joy, happiness and smile of a stress-free LUX* holiday. This creative approach flaunts the values that create our brand's DNA, while helping guests to celebrate life and enjoy the reasons to go LUX*,” says Julian Hagger, Chief Sales & Marketing Officer at LUX* Resorts & Hotels.

The LUX* lifestyle advertising campaign conveys ultimately what every guest wants when on holiday - to be happy. Checkout the new “why LUX*” advert video here: https://youtu.be/xke6nN39_g4

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For further information or high resolution imagery

contact Megan@alchemypr.com.au or M: 0431747228 or visit luxresorts.com