NEW YORK—Part of Starwood Hotels & Resorts, The Luxury Collection unveiled “Hotels that Define the Destination,” a new global advertising campaign that launches the first phase of an identity overhaul for the brand.
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. This coincides with a $700-million effort led by Starwood and its owner partners to expand and improve the brand’s hotel portfolio around the world, including the renovation of landmark hotels like The Palace Hotel in San Francisco, the conversion of iconic properties including the Augustine in Prague and the grand opening of new hotels such as Suiran in Kyoto.
With an investment of $4 million in print and digital advertising over the next 12 months, the new campaign was designed to capture both destination and hotel in the same frame and bring to life the glamour, authenticity and sense of place that guests experience when they arrive at the hotels and resorts of The Luxury Collection, according to the company. The vignettes were shot by 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.
The campaign launches in October issues of national publications, including Condé Nast Traveller (UK), Departures, Financial Times, Town & Country, Travel + Leisure, and WSJ Magazine. Additionally, it will be featured in 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.
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, according to the company.
A new website, brand collateral and signage at each of The Luxury Collection hotels will follow in 2016.