Luxury Collection launches bold new ad campaign.
The Luxury Collection Hotels & Resorts announces a new global advertising campaign, framing its ensemble of iconic hotels and resorts with photography of experiences, destinations and passions of the brand to tell the story of a global explorer and deliver a personal approach to the collection.
This campaign, The Luxury Collection brand’s first in three years, visualizes the brand’s mantra “Life Is A Collection of Experiences.Let Us Be Your Guide.”
Conceived by The Luxury Collection brand’s marketing team and executed with photographer David Prince and noted prop stylist Jocelyn Beaudoin, the campaign captures unique travel experiences, singular environments and cherished memories that reflect The Luxury Collection brand. There are five executions of the advertisement, based on the design genre of the brand’s diverse portfolio as well as the passions of its guests.
“The campaign strikes a beautiful balance between our position as the destination authority and our role in enabling travelers to express themselves through the things they find most interesting,” said Paul James, Global Brand Leader of The Luxury Collection and St. Regis Hotels & Resorts. “We aimed to create a powerful expression of The Luxury Collection brand while focusing on the genre, location and style that make each property such a uniquely enriching experience.”
Prince, the photographer, agreed. “Conventional ads in this category always try to present the big picture — your room, your bedding, where you’re going to eat. The Luxury Collection ads are about the personal touches that make a hotel great, the elements that resonate and inspire you. It’s about the lasting, treasured memories of an experience, which is what the brand’s all about.”
The vignettes feature framed photos, arrayed on beautifully styled credenzas, of the brand’s iconic properties around the world including the Hotel Danieli in Venice, Blue Palace Resort & Spa in Elounda, Turnberry Resort in Scotland, Al Maha Desert Resort & Spa in Dubai, The Astor Hotel in China, Tambo del Inka Resort & Spa in Peru and The Chatwal New York in New York City.
One treatment spotlights old-world European hospitality and opulence by placing the snapshots in ornate gilded frames. Another depicts cutting-edge, contemporary urban design by framing the snapshots within strikingly modern shapes. The message: Once-in-a-lifetime experiences and cherished memories await when The Luxury Collection unlocks a destination for guests.
The campaign is confirmed to run in national publications including Departures Magazine, Conde Nast Traveler, ForbesLife, Luxury Travel Advisor, Financial Times and Bentley Magazine in addition to an online media buy with TravelandLeisure.com and the FiveStarAlliance network of travel sites.
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Posted on October 4, 2011, in Hospitality Digital Marketing Services, Luxury Brand Influence and tagged digital marketing, hotel guest experience, hotel guest satisfaction, luxury hotels. Bookmark the permalink. Leave a comment.