Wolgan Valley's newest Ad

I opened The Good Weekend last Saturday in The Sydney Morning Herald to be greeted by Emirate's latest advertising offering for Wolgan Valley. The new ad features a massage under the trees deep in the Australian bush that I shot at the end of last year. It was all part of a very major production my team from The Photo Studio and I undertook on behalf of Dubai advertising agency Insignia.

The project was broken into two stints. The first in the lead-up to the opening on October 1st and the second 6 weeks later. In all we produced a massive 150 images for the resort for use on their website, collateral and now the mainstream advertising.

The wooden deck is suspended over the creek that is home to the very reclusive and somewhat bizarre Australian native platypus. Hence the name of this tranquil spot, Platypus Deck.

For me its one of those photographs that captures a scene of luxury and tranquility, just like the headline says, without actually showing the resort. Sometime less very definitely is more. Its the third time now that a luxury resort has asked me to come up with a signature image using this concept. The first was back in 1994 when I launched Banyan Tree's original landmark property in Phuket, Thailand. That was followed in 2001 by Novotel's Daydream Island on The Great Barrier Reef. Now Emirate's 6 Star Wolgan Valley Resort and Spa in the Blue Mountains west of Sydney completes the trifecta.

 

 Novotel Daydream Island

 

Banyan Tree, Phuket