LUX* Resorts and Hotels has launched a feel-good advertising campaign for the year, in a bid to rethink and redefine luxury around the themes of joy and happiness.

The theme of the campaign, launched in association with creative agency Providence Paris, is Smile All The Stay, as LUX* says its goal is for guests to enjoy some genuine joie de vivre by keeping in mind that the simplest acts of generosity, connection and guest care can offer the biggest rewards. It all starts with reconnecting to the moments that mean the most to its guests, and help them making the time to fully experience its magic, the Mauritius-based hospitality group said in a statement.

“Smiling is universally recognised as being something our faces do which inspire positive vibes not only in the person who is doing the grinning, but also those who are faced with our ear-to-ear displays of emotion. So go on, smile to the world and it will most certainly smile back at you,” the statement read.

Six advertisements represent the fun, dynamic and unexpected atmosphere and lifestyle of LUX* Resorts and Hotels. A bold, stylish, global campaign running in publications such as Condé Nast Traveller, Tatler, Harper’s Bazaar, Monocle, FT How to Spend It, GQ and Vanity Fair, the images convey the simple, fun, light-hearted holiday moments that characterise a LUX* holiday.

Complemented by social media initiatives on Facebook, Twitter, WeChat, Weibo and Instagram, the campaign reinforces the brand’s worldwide positioning and mission of helping people celebrate life and vision of making each matter. Through this, it is communicated that guests will ‘Smile all the Stay’.

“This campaign simulates the joy, happiness and smile of a stress-free LUX* holiday. This creative approach enables us to flaunt the values that create our brand’s DNA, while helping guest celebrate life and enjoy the reasons to go LUX*,” Julian Hagger, Chief Sales and Marketing Officer at LUX* Hotels and Resorts, was quoted as saying, in the statement.

Founded in 2011, the LUX* brand has established itself as a sophisticated, innovative five-star brand.

According to the group, the essence of the LUX* brand, communicated through this new advertising campaign, is showcased by being fun, light hearted and surprising; eschewing luxury hospitality’s déjà-vu style and traditional feel, and using messages and images suited to a young-spirited audience.

In the Maldives, the group runs the luxury LUX* South Ari Atoll resort, which has recently undergone a major upgrade.

Fresh from its relaunch, cutting-edge designer villas and world-class dining can be found only a 30-minute seaplane flight away from the main Velana International Airport, making LUX* South Ari Atoll one of the most exciting resort in the Maldives. Excellent eating and drinking is always a cut above the rest at LUX* and at South Ari Atoll, there is authentic South East Asian street food in the Maldives’ only over-the-water gourmet night market and world-class Chinese cuisine at East, along with the Japanese restaurant, Umami, which offers live teppanyaki and dazzling selection of sakés.

LUX* has recently announced the opening of its second resort in the Maldives later this year. Named LUX* North Male Atoll and located on the six hectare picnic island of Olhahali, the new resort features contemporary architecture that is unique for the Indian Ocean, including private terraces, rooftop lounges, outdoor decks, private gardens and 13m private pools.