Dlamini Family
2009

In 2009 the group launched a new advertising campaign that was flighted on TV, radio and in print. Entitled “the Dlamini family”, the campaign celebrated diversity and used the tagline “There's Room for Everyone”. This campaign was devised to showcase the different brands and offerings within the group and to reflect the ability to cater for a diverse range of guests with hotels in every market – from budget to luxury. Based on using a family portrait to communicate the many complex characters within this group, the “Dlamini family” was born. Each distinct family character was stylised and the print advertisement portrayed these different personalities to a tee!
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