A Celebration of Destination Culture

with ME by Meliá

The Project

To celebrate the 10th Anniversary of this collection of luxury hotels, eight&four created ‘10 Years Of ME’, a global creative platform that used the brand’s 10th birthday as a hook to showcase the unique culture surrounding each hotel’s location.

Kicking off in Miami during Music Week, eight&four led all local and international agencies to deliver a year-long series of standout live experiences at each hotel.

From DJs and fashion designers to artists and creative technologists, each experience celebrated the hotels’ local creative talent in cultural epicentres across the globe with a guest list of tastemakers, VIPs and hotel guests.

We brought the events to a targeted international audience through a social strategy encompassing live streams, collaborations with our extensive network of influencers, partnerships with cultural contributors and social activations.

With 1 in 4 people engaging with our content, the campaign effectively resonated with ME’s sophisticated target audience, bringing the new positioning to over 10.8m prospects.

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