As part of a year-long rebranding process, Loews Hotels on Wednesday announced the launch of a new national advertising campaign, A Wonderful Place to Wander. The campaign aims to build equity, drive bookings and strengthen retention and loyalty for the brand.
The news comes as the parent company rebrands as Loews Hotel & Co. to crystalize the name of the hospitality group that has grown via partnerships and with its team members for more than 60 years, according to Loews Hotel & Co. Chief Commercial Officer Oliver Bonke. The hotel branding has also been changed from Loews Hotels & Resorts as Bonke said the group feels the use of “Resorts” is redundant.
The group with now more than 13,000 guest rooms in 24 hotels compared to about 5,000 rooms five years ago will continue to grow on its own and via what it calls “immersive destinations” with partners such as Comcast NBC Universal in all five soon to be six hotels at Universal Orlando Resort and its new deal with The Cordish Companies, the Texas Rangers baseball team and the City of Arlington, Texas, to develop a US$150 million hotel, Live! By Loews, as part of a US$250 entertainment destination.
Loews Hotels CEO Jonathan Tisch told HOTELS during the NYU hotel investment conference earlier this week that the group hopes to complete five new deals within the next six months.
A Wonderful Place to Wander “celebrates the nomadic nature of people by encouraging guests to tap into their desire for exploration, both inside and outside a hotel property.”
“At Loews Hotels we understand that travel is a human need,” said Bonke. “Through A Wonderful Place to Wander, we’re able to perfectly capture the curiosity of our guests and their desire to create new experiences through travel.”
The heart of the campaign is expressed in three new video spots (15-, 30- and 60-seconds) that tap into guests’ desires to embrace their inner wonder. The spots will break on Wednesday, June 14 as digital pre-roll on YouTube, Facebook, Instagram, among other platforms.
Additional A Wonderful Place to Wander creative elements include high-impact digital units, banner ads and local print ads, which will run in select local markets throughout the year.