Framing Itself as the Destination Authority, the Luxury Collection Hotels ... - MarketWatch (press release)
NEW YORK, Sep 19, 2011 (BUSINESS WIRE) -- In a bold departure from conventional hotel advertising, The Luxury Collection Hotels & Resorts announces today 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."
The Luxury Collection Hotels & Resorts, part of Starwood Hotels & Resorts Worldwide, Inc. /quotes/zigman/410958/quotes/nls/hot HOT -2.38% , is a glittering portfolio of over 75 hotels and resorts in more than 35 countries that offer unique, authentic experiences and evoke lasting, treasured memories. For the global explorer, The Luxury Collection offers a gateway to the world's most exciting and desirable destinations.
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 exquisite still-life vignettes represent the grandeur, glamour, authenticity and sense of place that guests experience at The Luxury Collection properties, while reinforcing the brand's worldwide positioning as the destination authority.
"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. "This campaign is about the trigger points that stimulate your emotions and your memories, and the moments that inspire us when we travel," he said. "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 concept for the new campaign explores what it means to be The Luxury Collection guest, drawing the viewers into the home of a collector and telling the story of his or her travels. 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.
The Luxury Collection Hotels & Resorts
The Luxury Collection(R) is an ensemble of hotels and resorts offering unique, authentic experiences that evoke lasting, treasured memories. For the global explorer, The Luxury Collection offers a gateway to the world's most exciting and desirable destinations. Each hotel and resort is a unique and cherished expression of its location; a portal to the destination's indigenous charms and treasures. Magnificent decor, spectacular settings, impeccable service and the latest modern conveniences combine to provide a uniquely enriching experience. Originated in 1906 as a collection of Europe's most celebrated and iconic properties, today The Luxury Collection brand is a glittering ensemble of more than 75 of the world's finest hotels and resorts in more than 30 countries in bustling cities and spectacular destinations around the world. The Luxury Collection includes award-winning properties that continuously exceed guest expectations by offering unparalleled service, style and class while celebrating each hotel's distinctive heritage and unique character. All of these hotels, many of them centuries old, are internationally recognized as being among the world's finest. For more information, please visit www.luxurycollection.com .
About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1058 properties in 100 countries and territories with 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis(R), The Luxury Collection(R), W(R), Westin(R), Le Meridien(R), Sheraton(R), Four Points(R) by Sheraton, and the recently launched Aloft(R), and Element SM. The company boasts one of the industry's leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit www.starwoodhotels.com .
SOURCE: Starwood Hotels & Resorts Worldwide, Inc.
The Luxury Collection Hotels & Resorts Katie Roberts, 212-380-4049 katie.roberts@starwoodhotels.com
Copyright Business Wire 2011
Volume: 802,061
Sept. 19, 2011 12:13p
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