Luxury storytelling: how Meliá turns Tanzania into an unforgettable story

A campaign to live (and not just see) Africa.

Meliá Hotels International has raised the bar for luxury tourism with “Once upon a life in Tanzania”, a campaign launched in 2024 that redefines the way we count destinations. With a story format divided into four chapters—one for each hotel on the circuit in Tanzania—the brand appeals to travelers who are looking for more than landscapes: experiences that transform.

In this article, we analyze how Meliá's strategy combines emotional branding, cultural narrative and premium positioning to connect with a demanding and aspirational consumer.

From “Once Upon a Time” to “They Lived Happily”: The Power of the Narrative Format

The campaign, created by Kitchen, Meliá's agency since 2018, takes the classic structure of stories to speak to the contemporary traveler. Each chapter explores an essential Swahili concept—Watu (people), Rangi (colors), Sauti (sounds), Pole Pole (time) —and is narrated by a Maasai guide. A creative decision that provides authenticity and reinforces respect for local culture.

This immersive storytelling transforms the route of Arusha, Ngorongoro, Serengeti and Zanzibar into an epic story, with spectacular landscapes and luxury services as a backdrop.

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Brand Narrative: Luxury, Emotion, and Purpose

Behind this campaign there is a clear proposal: Meliá is the only hotel chain in the world that offers a luxury circuit in Tanzania. And that differential attribute is translated into each piece of communication:

• Nature and culture: The Gran Meliá Ngorongoro is presented as a landmark inside the largest volcanic boiler on the planet, a UNESCO World Heritage Site.
• Real sustainability: participation of local communities, employment of Maasais, conscious tourism.
• Film production: premium aesthetics, 360º videos, real testimonials.

Everything is integrated under the conceptual umbrella “Once upon a life in Tanzania”, reinforcing the coherence of the message.

Smart strategy in a booming market

The context is key: safaris in Africa have grown by 63.4% since 2020. In this scenario, Tanzania becomes a magnet for the global traveler, and Meliá seizes the opportunity by positioning its circuit as a transformative luxury experience.

The campaign not only seeks awareness: it also generates brand desire and specific bookings in the high-end travel segment. An example of how to align creativity and business objectives.