NEW YORK— The Peninsula Hotels has a new global advertising campaign featuring the work of portrait photographer Annie Leibovitz. “Portraits of Peninsula” is a collection of black-and-white photos focusing on the people behind the brand including pageboys, housekeepers and bellmen. Implemented by AGENCYSACKS, New York, the campaign was photographed on location at Peninsula properties in the U.S. and Asia. Leibovitz was given free rein to roam the hotels, in public spaces and back-of-the-house areas, shooting wherever she wished and choosing whichever scenes or staff members that she believed best represented the heart and soul of the hotels. The photos are supported with simple, descriptive captions and a “Portraits of Peninsula” tagline. The multi-year campaign will be introduced with an eight-page insert in November issues of luxury lifestyle, travel and business magazines, including Travel + Leisure, Departures, Town & Country and Forbes. Ads also will run in select U.S. and international newspapers in 2004 and 2005 and beyond. In conjunction with the campaign, The Peninsula Hotels plans to launch a multi-year charitable program in partnership with Annie Leibovitz to benefit under-privileged students of photography in select cities where Peninsula properties are located. Peninsula will be the title sponsor of the program, known as, The City, a competition, in which students will be asked to shoot a photo essay about the city in which they live. Leibovitz will judge the photo essays and select the winners.