The May Fair celebrates having a 'May Fair Affair' with new creative campaign
The May Fair Hotel has mounted a new visual campaign unveiling a bold new look that celebrates its unique personality and location in the heart of London.
The glossy print and online marketing drive – ‘A May Fair Affair’ – offers a glimpse behind nine of The May Fair’s 549 doors.
The creative from Saatchi Masius exuded flamboyance and sophisticated modernity in a bid to set the hotel apart from London’s crowded five star hotel market. Shot by New York-based fashion photographer David Drebin and set designer Rhea Thiernstein the visual is meant to offer a highly stylised dose of reality, contrasting with the ‘unlived’ and pristine hotel experience.
Capturing the fun and excess of the ‘lived’ in look the ads show what the rooms might look like in the aftermath of a great party, meeting or overnight stay. The series of nine images include the remains of a food lovers dinner date, a luxury suite strewn with last night’s outfits and a hi-tech meeting room with walls covered in scribbles from a creative workshop.
“For many, The May Fair Hotel embodies the spirit of the modern-day district better than any other local landmark. Every visit - whether business or leisure - is its own memorable ‘May Fair Affair’, and we wanted to showcase this in vivid fashion. Undoubtedly we’ll ruffle a few feathers among the traditional five star set, but our guests would expect nothing less,” remarked Linda Plant, marketing director at The May Fair’s parent company Edwardian Group London.