Starwood Hotels & Resorts’ The Luxury Collection has unveiled “Hotels that Define the Destination,” a year-long, US$4 million global print and digital advertising campaign that launches the first phase of an identity overhaul for one of the original soft brands.
The multi-million dollar campaign is the first comprehensive advertising effort for The Luxury Collection since 2011 and features an updated emphasis on experiential luxury, which has also informed the brand’s refreshed visual identity and new logo.
“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,” said Hoyt Harper II, global brand leader, The Luxury Collection Hotels & Resorts.
The campaign launches in October issues of national publications, including Condé Nast Traveller (UK), Departures, Financial Times, Town & Country, Travel + Leisure, and WSJ. Magazine and will be featured in magazines, including Bloomberg Pursuits, Centurion, Departures and Robb Report into next year. In addition to top-tier titles in the United States and the United Kingdom, the campaign will roll out globally in Mexico, Argentina, Austria, Germany, China and Japan.
The dynamic vignettes were shot by celebrated photographer Troy House from a guest’s point of view. For instance, Excelsior Hotel Gallia in Milan is captured through the historic Milano Centrale railway station; the Spanish Marques de Riscal is photographed from the bell tower of the 16th century Church of San Andres; and Hotel Imperial is shot through the window of a local trolley passing through Vienna’s famous Ringstrasse. The Luxury Collection will continue to add destinations to its global campaign through the end of the year, including New Delhi, Jaipur, and Agra, as well as San Francisco and Scottsdale.
Complementing the campaign, The Luxury Collection is also unveiling a new brand logo, which connotes a stamp of excellence in a letterpress typeface that was 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.
“We fully recognize the enormous untapped potential of The Luxury Collection, and with this new advertising campaign and brand identity, we are shining an ever brighter spotlight on The Luxury Collection as it becomes the world’s largest luxury hotel brand by year’s end,” said Adam Aron, interim CEO of Starwood Hotels & Resorts.