Hyatt’s Alila explores getaways through sensory soundscapes in newest APAC campaign

Teddy Cambosa - May 25, 2023

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Singapore – Alila, the luxury hotel brand under Hyatt Hotels, has released a new campaign for Asia-Pacific, exploring various getaway destinations in the region through sensory soundscapes, allowing guests to experience them in an auditory manner.

The campaign, created by BBDO Singapore and Bali-based production house AVB Media Asia, starts with a film that looks to the world of ASMR to depict these getaways, capturing macro shots of Alila properties that merge a therapeutic trinity of sight, sound and touch. 

Moreover, the campaign extends its influence beyond the brand film, encompassing various touchpoints across social media, digital advertising, and the cosy confines of guest accommodations.

Shot across several locations – featuring Alila Ubud, Alila Villas Uluwatu, and Alila Kothaifaru Maldives – the film features awe-inspiring moments ranging from standing at the foot of roaring waterfalls and being blessed in a sacred cliff-top temple in Bali, to dipping into the mesmerising turquoise waters of Maldives. These picturesque sanctuaries in nature convey a vivid message: Alila properties provide transcendent spaces for all guests to reflect, breathe and restore. 

Carina Chorengel, senior vice president of commercial for Asia-Pacific of Hyatt, said, “More than ever, luxury travellers are seeking authentic and original experiences while embarking on a journey to restore the body, mind and spirit. At Alila, it isn’t just about going somewhere but how it touches you through those sublime moments that connect you more deeply to the destination that you’re in. With the ‘Transcend Your Journey’ campaign, we hope to spark wonder and inspire travellers to discover more with Alila hotels and resorts in Asia Pacific.” 

Meanwhile, Tay Guan Hin, creative chairman of BBDO Singapore, commented, “You need to experience Alila’s properties to believe it. To truly create an experience as though you are there, we created an immersive campaign steeped in ASMR-inspired shots that blend with serene yet majestic shots of Alila’s destination experiences that evoke authentic sounds and sights.”