Luxury hotel brand One&Only Resorts has unveiled a new global brand campaign which aims to promote its properties by highlighting “real people doing authentic things in exceptional places”. 

The three-year series launched last month across print and digital media worldwide and stars modern, multigenerational families who exemplify the One&Only values and epitomise diversity across ethnicity, gender, age and lifestyle. 

The campaign was inspired by celebrity photographer Slim Aarons and was created in collaboration with multi-disciplinary design studio Pentagram. The brand said the campaign reflects its “new positioning, showcasing the unique narrative and personality of each one-of-a-kind resort”.

The first instalment of the campaign follows celebrated sustainable fashion designer Mara Hoffman, president and creative director of her eponymous brand, as she enjoys a holiday with family and friends at One&Only Mandarina in Riviera Nayarit, Mexico. 

The stay was captured by renowned fashion photographer Lachlan Bailey, who shot candid images and videos as Hoffman’s holiday unfolded in real time.

One&Only said the content created “an authentic connection with the audience” and marked a “clear departure” from the staged and stylised resort campaigns of the past. 

Additional elements and activations with Hoffman will be revealed throughout the year. 

“When selecting families to feature in the newest One&Only brand campaign, we were looking for a series of real people doing authentic things in one-off places,” said Brett Armitage, chief commercial officer of parent company Kerzner International. 

“Mara Hoffman exemplifies the One&Only brand values – conscientious, accomplished, and glamorous, and was purposefully paired with One&Only Mandarina as her reputation and values mirror those of the resort. The campaign recognises a desire for people to see content they can connect with. It further reflects the continued growth of multi-family travel and conveys the energy of the One&Only guest experience, local culture and genuine hospitality.”