Manly Pacific in the spotlight for global MGallery campaign

by Ruth Hogan

Accor’s boutique hotel collection MGallery has launched a new global brand campaign that spotlights the recently revamped Sydney hotel, Manly Pacific – MGallery among a selection of five international properties.

The campaign portrays the meaning of “M” in the form of “Memorable and Meaningful Moments” – which include everything from surfing and exploring to poetry and fruitpicking – have been captured across a variety of locations, destinations, and guest experiences.

“Being amazed by the beauty and magic of the Moment: that’s the spirit of MGallery,” said MGallery Vice President Global Marketing, Catherine Cherabieh.

The campaign, created by Onirim agency, will appear in France, the UK, Australia, and China, as well as in the collection of more than 120 hotels around the globe

“Traveling the world to find these precious moments was an unparalleled adventure, an authentic human experience,” said Onirim CEO and Creative Director, Diane Edelmann.

“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.”

A range of videos – varying in length from 90 seconds, 30-seconds, 15-seconds, and 6-seconds – will be distributed across six channels including the press, YouTube, Pinterest, Instagram, Little Red Book, and programmatic video.

In conjunction with the new campaign, MGallery’s experience pillars are being revitalised to offer clients more unique, first-class adventures with a focus on supporting local communities and traditions.

In MGallery hotels, instant cameras will allow staff to capture and share “M Moments” with guests through an interactive social media plan.

Established in 2008, MGallery now includes more than 120 boutique hotels globally and is set to expand by 30% by 2030, with over 40 projects currently in development around the world.

The collection comprises three distinct categories: Heritage, properties in historical locations; Signature, showcasing distinctive, one-of-a-kind style; and Serenity, properties offering natural or urban retreats.

New openings in 2024 will span Japan, Kenya, Poland, Mexico and China, where five hotels are set to open in the coming months, doubling the portfolio in the country.

A new MGallery website will also launch later this year.