The entrepreneur has handed the 拢15m brand marketing assignment to M&C Saatchi. Sister agency Lida will handle direct marketing, with Walker Media overseeing the global media strategy.
Kerzner aims to defy the global downturn in tourism after last year's terrorist attacks in the US, with a portfolio of at least 20 resorts, These include Saint Geran in Mauritius and Ocean Plaza in the Bahamas, which already operate.
The launch strategy is likely to focus on ads aimed at affluent consumers around the world, with DM taking a sizeable chunk of the spend. Project director Bruce Hutchison will head marketing.
Kerzner believes there is an opportunity for a luxury resorts superbrand as rivals such as Four Seasons concentrate heavily on cities.
M&C won the business after a final two-way contest against Claydon Heeley Jones Mason. Agencies including Bartle Bogle Hegarty were involved at an earlier stage of the process.
Piers Schmidt, a partner at now-defunct branding agency Fourth Room, created the One & Only name.
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