Rixos Hotels has revealed details of its ‘Pinktober’ campaign in partnership with Lululemon, and Majlis Al Amal, by Al Jalila Foundation, which aimed to raise awareness, support those affected, and encourage early detection of breast cancer through the month of October.
The campaign, which was executed in-house by Rixos The Palm Dubai Hotel & Suites’ dedicated marketing and events team with strategic collaboration with Lululemon and Al Jalila Foundation, featured a series of wellness events across four of its luxury properties. This included ‘Yoga for a Cause’ and the ‘Ride with Rixos’ cycling event.
Revealing details of the partnerships and the campaign rollout in conversation with Campaign Middle East, Shanadi Liyanage, Marketing Manager, Rixos Hotels, said, “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.”
She added, “The main goals for Rixos The Palm Dubai Hotel & Suites’ Pinktober campaign, which was part of the broader Rixos Hotels’ Pinktober initiatives, were aligned with our corporate social responsibility (CSR) and health awareness goals. We aimed to increase awareness of breast cancer among guests through various events and by creating educational touchpoints throughout the hotel. Through thoughtfully placed and meaningful messaging, guests were not only informed but invited to actively engage with the cause throughout their stay.”
Rixos Hotels featured informative content on guests’ in-room TVs, hotel social media posts, hotel digital screens, and elevator screens, each highlighting the importance of early detection and opportunities to donate to Al Jalila Foundation’s Majlis Al Amal centre.
“Meaning ‘Hope Lounge’ in Arabic, Majlis Al Amal was ideated as a drop-in centre dedicated to supporting female cancer patients and their families. It offered a safe and welcoming environment where those affected could seek emotional support, take part in educational sessions, or simply connect with others over tea,” Liyanage said.
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The Pinktober campaign at Rixos The Palm Dubai Hotel & Suites ran throughout the month of October, and was also rolled out across digital and in-house initiatives, ensuring a 360-degree approach that targeted audiences across multiple platforms.
“This strategy allowed us to effectively increase awareness by engaging with guests through social media, PR, and in-person events,” Liyanage said.
She added, “By also partnering with a well-known brand such as Lululemon, we added credibility and enhanced the campaign’s reach. Beyond product sales, Lululemon plays an integral role in elevating the guest experience by actively participating in things like yoga events, where their expert instructors lead empowering yoga sessions focused on mindfulness and wellness. This collaboration not only allowed guests to purchase Lululemon products, with a portion of proceeds directed towards breast cancer awareness, but also fostered a deeper sense of community and engagement.”
“Every action taken, from attending events to making donations or purchasing products, directly fuelled vital breast cancer research efforts, helping to fund groundbreaking treatments and bring hope to those affected,” Liyanage concluded.
