In celebration of its 25th anniversary, hotel management company Rotana has launched a global TV campaign that will be rolled out this month.

Conceptualized by global ad network Spirit, the TVC is focused on Rotana’s brand promise of “Treasured Time” while highlighting its brand values represented through “The Rotana Life”, wherein the word LIFE serves as an acronym for Long-term, Innovative, Friendly and Ethical.

Independent Emirati filmmaker and cinematographer, Ahmed Abdulqader, has directed the film.

“2017 is a special year for Rotana as we complete 25 years of operations and mark a historic milestone in our growth journey. In many ways, the campaign is our way or sharing our happiness and excitement with our guests who are placed at the heart of our story. It is the experiences and moments they have come to enjoy, cherish and associate with the Rotana brand that define our core success,” says Amal Harb, corporate vice-president – marketing, Rotana Hotel Management, in a statement.

The campaign will be aired on all leading global TV networks including CNN, MTV, TV5, France 24, Sky News Arabia and all MBC channels.