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This past summer a global trend emerged that redefined poolside luxury, with high-end fashion brands like DIOR and Dolce & Gabbana taking over hotel pools around the world. Amid these iconic takeovers, Vitality Travel has emerged with a uniquely South African flair, setting a new benchmark in the art of local summer indulgence.
Their current Summer Poolside Pop-up campaign is turning a number of poolsides of renowned local hotels into vibrant South African inspired canvases. At the heart of this creative venture is Sarah Barnes, an acclaimed local designer with a passion for capturing the unique beauty of South Africa.
Local designer fuses global luxury and local vibrancy
“My inspiration has always been my surrounds. There is so much beauty and much to be proud of here,” says Barnes. “Designing a print for Vitality Travel was the perfect opportunity to celebrate travel by highlighting what our country has to offer, while drawing inspiration from premium examples abroad."
“I wanted something quite fun and bold that felt playful, yet still worked as a coherent and sophisticated design,” she explains. “I first made hand sketches of the print, which I then turned into digital illustrations to play with the layout, colour and scale. In this way, one can transform a large space as if it’s one grand art installation.”
Creating a ‘quintessential Vitality Travel experience’
Celeste Williams, Head of Vitality Marketing, emphasises the importance of collaborating with local talent on this project, saying, "Partnering with a proudly South African designer allows us to reflect shared aspirations in a way that resonates with our fans and fellow travellers. And while the aesthetics are certainly Insta-worthy, this campaign is about much more.”
“By showcasing the rich fusion of our country’s natural beauty, its homegrown capability and its globally-competitive offering, we wanted our Summer Poolside Pop-ups to create both brand awareness and a sense of belonging,” she continues. “We hope that guests will experience not just a poolside, but a quintessential Vitality Travel experience that captures the essence of an sumptuous South African summer."
Reserve your lounger at one of these exclusive venues
Of course, the best way to determine if the campaign hits the mark is to experience it for yourself!
- Beverly Hills, Umhlanga
- The President, Bantry Bay
- The Cullinan, Cape Town
- Sabie River Sun, Hazyview
- The Cascades at Sun City
- The Boardwalk, Gqeberha
Each hotel forms part of the long list of Vitality Travel holiday accommodation options that offers up to 25% off accommodation for its members. From 15 December 2023, the revamped poolsides will be open to hotel guests, who are invited to experience the luxury in person.
Vitality Travel takes leisure to the next level
Discovery Vitality members and Discovery Bank clients also qualify for the full range of Vitality Travel benefits, which include use of their convenient, all-in-one (flight, accommodation and car hire) booking platform, access to pre-flight luxury at The Lounge (also newly revamped at OR Tambo airport), and significant travel discounts that make both local and international travel more affordable than ever.
If you’ll be celebrating the splendour of South Africa's destinations at a participating hotel, let us know what you think. We suspect Vitality Travel's Summer Poolside Pop-up may just set a stylish new bar for poolside elegance this summer!
Win big this summer with Vitality Travel!
To amplify the excitement and extend the spirit of summer far beyond the poolside, Vitality Travel is running a competition where you stand the chance to win incredible prizes – from exclusive two-night getaways to home garden and pool makeovers valued at R50,000.
This post and content is sponsored, written and produced by Vitality.
