NEW YORK, Sep 19, 2011-- 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. (NYSE: HOT), 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
The Luxury Collection Hotels
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
décor, 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 Méridien(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