The Luxury Collection, part of Starwood Hotels & Resorts, has kick-started a multi-million dollar ad push across its worldwide markets
The Luxury Collection, under Starwood Hotels & Resorts, has rolled out a global advertising campaign themed ‘Hotels that Define the Destination,’ to launch the first phase of an identity overhaul for one its luxury hospitality brands. The multi-million push is the marque’s first comprehensive effort since 2011.
Featuring an updated emphasis on experiential luxury, which also informs the brand’s refreshed visual identity and new logo, the roll-out coincides with a $700 million initiative (approximately £459 million) by Starwood and its owner partners to expand and improve the brand’s hotel portfolio worldwide.
The exercise covers the renovation of landmark hotels like The Palace Hotel in San Francisco, conversion of iconic properties such as the Augustine in Prague and grand opening of new hotels like the Suiran in Kyoto, Japan. The brand will continue to add destinations to the said campaign until the end of 2015 to include New Delhi, Jaipur, Agra, and Scottsdale.
With an investment of $4 million (approximately £2.6 million) in print and digital advertising over the next 12 months, the new campaign captures both destination and hotel in the same frame and brings to life the glamour, authenticity, and sense of place that guests experience when they arrive at the storied properties from The Luxury Collection.
“This marks a milestone year for The Luxury Collection with a robust pipeline of global growth and an increasing demand from owners who find tremendous value in partnering with us,” said Hoyt H Harper II, Global Brand Leader of The Luxury Collection Hotels & Resorts.
“There couldn’t be a better time to introduce a new brand identity capturing the demand for true experiential luxury. Our goal with this campaign is to illustrate how our hotels are true representations of their destinations and to celebrate our guests as storytellers, collectors, and explorers.”
Shot by Troy House, the vignettes are from a guest’s point of view. For example, Milan’s Excelsior Hotel Gallia was captured through the historic Milano Centrale railway station; the Spanish Marques de Riscal from the bell tower of the 16th century Church of San Andres; and Hotel Imperial through the window of a trolley passing through Vienna’s famous Ringstrasse.
The campaign is set to launch in the October issues of national publications such as Condé Nast Traveller (UK), Departures, Financial Times, Town & Country, Travel + Leisure, and WSJ Magazine. Ads will also be featured in magazines like Bloomberg Pursuits, Centurion, Departures and Robb Report into next year.
In addition to the US and United Kingdom, it will also debut in Mexico, Argentina, Austria, Germany, China, and Japan. The brand will unveil a new brand logo connoting a stamp of excellence in a letterpress typeface inspired by the craftsmanship of engraving stone. A new website, brand collateral, and signage at each of The Luxury Collection hotels will follow in 2016.
