Intended as festive gifts, each token's prize stay will be revealed online on Christmas Day
The Lux Collective is about to launch its first NFT (Non-Fungible Token) brand activation, called the Lux* Christmas Collectible Raffle.
The activation is designed to elevate the brand's positioning in the so-called metaverse, the latest incarnation of the internet, also referred to as web3, offering more immersive experiences thanks to advances in technology. However, travel brands have struggled to capture customers' attention in this arena.
The Lux* strategy offers 1000 Lux* Christmas Collectible NFTs, which can be purchased for US$1000 each. The contents of the NFT will only be revealed to the recipient online on Christmas Day when they will discover which hotel and destination the token is for.
With a selection of Standard, Silver and Golden Collectible token categories, recipients can win between two nights and five nights in Lux* resorts in either the Maldives or Mauritius.
As well as a hotel stay, each token includes one of the four 'Extraordinary Experiences' created especially for the Lux* Christmas Collectible Raffle.
- a private whale shark dhoni boat trip with a marine biologist at Lux* South Ari Atoll in the Maldives
- an infinity pool rooftop breakfast and massage private experience at Lux* Grand Baie in Mauritius
- a traditional pirogue boating experience at Lux* Grand Gaube in the northern lagoon of Mauritius
- an encounter with wild dolphins at Lux* Le Morne in Mauritius
The NFTs go on sale on 11 December 2022. Customers can register now to access a pre-sale.
The Lux Collective vice president marketing Caroline Gaud-Perrier said: “Lux* is designed on the promise of a different kind of luxury – to excite and delight. At Lux*, time is luxury. Moving in tandem with digital-forward trends and lifestyle, this innovative campaign allows us to reach a savvy luxury audience in the digital space.
"We have specially curated Extraordinary Experiences for this Christmas Collectible Raffle as we believe in gifting your loved one something meaningful this year: time in stunning locations to celebrate life.”