Rixos Hotels Launches Impactful ‘Pinktober’ Campaign in Collaboration with Lululemon and Al Jalila Foundation
In a commendable alignment with global efforts to combat breast cancer, Rixos Hotels has launched its ‘Pinktober’ campaign for October 2024, in strategic partnership with the well-regarded athletic apparel brand Lululemon and the altruistic Al Jalila Foundation. The initiative seeks to not only elevate awareness regarding breast cancer but also to provide substantial support for individuals affected by the disease, while advocating for the urgency of early detection.
Executed by the dedicated marketing and events team at Rixos The Palm Dubai Hotel & Suites, the campaign encompassed a series of wellness events across four luxury properties. Promotional activities included both the invigorating ‘Yoga for a Cause’ sessions and the dynamic ‘Ride with Rixos’ cycling events. These initiatives were orchestrated to resonate particularly with health-conscious guests, blending fitness with philanthropy.
In a conversation with Campaign Middle East, Shanadi Liyanage, Marketing Manager of Rixos Hotels, articulated the importance of the strategic partners chosen for this campaign. She noted that “these partnerships were strategically chosen to resonate with our target audience by aligning with their values of wellbeing, social responsibility, and a desire to contribute to meaningful causes, ensuring a deeper connection with both the campaign and the hotel’s brand ethos.”
The overarching objectives of Rixos Hotels’ Pinktober initiative were meticulously designed to align with the company’s corporate social responsibility (CSR) framework, as well as to promote heightened health awareness. The campaign’s primary aim involved fostering a greater understanding of breast cancer among guests, achieved through a multi-faceted approach that included educational opportunities throughout the hotel premises. Purposeful messaging was thoughtfully integrated into the guest experience, encouraging active engagement with the cause.
The ‘Pinktober’ campaign was not merely confined to physical events; it extended its reach via various digital platforms. Informative content circulated on guests’ in-room televisions, hotel social media platforms, digital screens within the hotel, as well as elevator displays. Each element underscored the significance of early detection and provided guests with avenues for donation to the Al Jalila Foundation’s Majlis Al Amal centre.
The Majlis Al Amal, an Arabic term meaning ‘Hope Lounge,’ serves as a vital resource for female cancer patients and their families. It offers a nurturing environment where individuals affected by cancer can seek emotional support, participate in educational workshops, or simply connect with others in similar situations. “It was conceived as a drop-in center designed to create a safe and welcoming atmosphere for those coping with the challenges of diagnosis and treatment,” Liyanage emphasized.
Running throughout the month of October, the Pinktober campaign employed a comprehensive 360-degree strategy that engaged audiences through various channels, including social media initiatives, public relations outreach, and in-person events. This multi-pronged approach proved effective in amplifying awareness around breast cancer issues within the hotel community.
Moreover, Liyanage pointed out that the collaboration with Lululemon added a layer of credibility to the campaign while significantly amplifying its outreach. “Beyond product sales, Lululemon plays an integral role in elevating the guest experience by actively participating in initiatives like yoga events, where their expert instructors lead sessions focused on mindfulness and wellness,” she stated. This partnership also allowed guests to purchase Lululemon products, with a portion of the sales directed towards breast cancer awareness, thereby nurturing a sense of community and collaborative engagement.
Liyanage concluded her insights by underscoring the impact of individual contributions: “Every action taken, from attending events to making donations or purchasing products, directly fuels vital breast cancer research efforts, helping to fund groundbreaking treatments and bring hope to those affected.”
As the prevalence of breast cancer continues to be a pressing global health concern, Rixos Hotels’ Pinktober campaign exemplifies how corporate entities can engage in social responsibility while promoting health awareness. This initiative not only serves as a beacon of hope but also inspires collective action against a disease that affects countless families worldwide.
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