01 · naming
The name.
Working in the Ogilvy Istanbul creative team on naming the new brand: the search that ended with Maxx Royal.
case study · Maxx Royal · Ogilvy Istanbul
Naming a new kind of luxury.
Etstur, the travel group behind Voyage Hotels, wanted to move up a segment with a new luxury hotel brand. At Ogilvy Istanbul, I worked as copywriter on finding its name and developing the launch TVC concept.
the name
- Client
- Etstur (ETS Group)
- Agency
- Ogilvy Istanbul
- Launch
- 2011
- Role
- Copywriter
- Scope
- Naming, launch TVC concept, Kemer launch brochures
the brief
A step up, with a name to match.
Etstur already had a strong name in resort holidays with Voyage Hotels. The next move was a hotel for the upper segment, and it needed a name and a launch that would place it there from day one.
what I did
Find the name, introduce it, then grow it.
02 · launch
The TVC concept.
Developing the launch concept for the TV commercial: a world without gravity, where luxury feels like weightlessness.
03 · the second resort
Maxx Royal Kemer launch brochures.
When the brand opened its second resort, Maxx Royal Kemer, I created its launch brochures, carrying the voice of the name into print.
Created with the Ogilvy Istanbul team.
the concept
Luxury, without gravity.
The launch built a world where nothing weighs you down. A guest swings high above the greens while golf balls hang in the air around her. Another drifts through the sea in a flowing gown. In the rooms, pillows, silk and furniture float as if the hotel had switched gravity off.
The idea: at Maxx Royal, even gravity takes the day off. Luxury isn’t shown as gold taps and marble, but as a feeling of effortless lightness.
today
A name that stuck.
Maxx Royal went on to become one of Türkiye’s best-known luxury resort brands, and grew to a second resort in Kemer.
Need a name?
Naming, launch ideas and the lines that carry them. Tell me what you’re making.
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