Luxury boutique hotel brand MGallery has launched a new global advertising and marketing campaign, placing the spotlight on memorable and meaningful travel experiences.

The campaign, created by agency Onirim, features five 'M Moments' from different hotels around the world, with the Manly Pacific MGallery in Australia taking centre stage.

The campaign was brought to life by photographer and creative director Ronan Gallagher, whose documentary-style approach aims to evoke emotions, intrigue, and beauty, capturing the unique essence of each MGallery hotel.

“I like being able to apply my documentary philosophy to a campaign. I try to create emotions, intrigue, and beauty. With MGallery, I feel that we have created profound images that resemble real life,” said Gallagher.

The campaign will be distributed across six channels: Press, YouTube, Pinterest, Instagram, Little Red Book, and programmatic video. Each MGallery hotel has its own signature 'M Moment', a unique, exclusive experience that reflects its history and location. This focus on creating unique, first-class adventures that reflect local traditions and support local communities is part of a broader revitalisation of the MGallery brand.

“Being amazed by the beauty and magic of the Moment: that’s the spirit of MGallery,” Vice President Global Marketing at MGallery, Catherine Cherabieh, said. The brand's new website will be launched in late 2024.

CEO and Creative Director at Onirim, Diane Edelmann, spoke of the adventure of travelling the world to find these precious moments.

“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,” said Edelmann.

Established in 2008, MGallery now boasts more than 120 boutique hotels across three categories: Heritage, Signature, and Serenity. The brand plans to expand its network by 30% by 2030, with over 40 projects currently in development around the world. Several new establishments are set to open in 2024, including locations in Japan, Kenya, France, Poland, Mexico, and China.