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In honor of its 25th anniversary, Conrad Hotels & Resorts is celebrating its impressive milestone by debuting an entirely refreshed global marketing campaign. Taking a page from the fashion world, the brand and its creative agency, Young & Rubicam (Y&R), have created a breakthrough campaign that captures the individuality of its guests.
To bring the concept to life, Conrad enlisted famed fashion photographer Anders Overgaard to tell the brand story through highly-styled images. Overgaard, who is known for his work in Harper’s Bazaar, Vanity Fair, Vogue, GQ and Interview, used his unique voice to showcase the beauty, local culture and sophistication that Conrad Hotels & Resorts offers to travelers around the globe.
“Conrad Hotels & Resorts is uniquely positioned to offer our guests a world of style, service, and connection,” said John Vanderslice, global head of luxury and lifestyle brands for Hilton Worldwide. “With 25 years of experience in creating ‘Smart Luxury’ for our global guests, Conrad is capitalizing on the strength and vitality of its silver anniversary by debuting a totally refreshed brand campaign.”
“This exciting new campaign captures the uniqueness and sophistication of the brand – and the guests who stay there,” said Laurie Wooden, vice president of luxury brand management for Hilton Worldwide. “With Conrad Hotels & Resorts doubling the size of its existing portfolio in the next four years in key cities and resort destinations, this global campaign aptly supports the extraordinary growth of the brand.”
Hitting newsstands in September publications, the new brand print advertisements bring to life the energy and humanity of the tagline, “The Luxury of Being Yourself.” Images of stylish, global travelers enjoying “being themselves” in and around Conrad Hotels & Resorts worldwide communicate the smart, modern luxury that Conrad is all about. Ads in the forthcoming campaign include:
– “Noodle Shop,” showing two Conrad guests enjoying the local fare in a Hong Kong market.
– “Departure,” shot outside Conrad Hong Kong featuring a confident, beautiful woman who is stylishly dressed and carrying a motorbike helmet attracting attention from other hotel guests.
-“Fishing,” a vibrant shot with the local fishermen in scenic Koh Samui, Thailand.
– “Infinity,” shot at a villa of Conrad Koh Samui (opening September 2011) where two guests playfully take the plunge with the serene Five Sisters islands just off the coast and a spectacular view that continues forever.
Starting this September, consumers can view the campaign in top-tier publications around the world including, Wall Street Journal Magazine, Esquire, Departures, Conde Nast Traveler, Fortune China, Straits Times and Economist, among many others. In addition to the compelling print advertisements hitting stands, the new brand campaign will also extend to an equally distinctive approach for property advertising and other guest touch points. From the in-room collateral to online experience, the refreshed brand identity will permeate all elements of the guest journey, giving Conrad a modern and memorable presence throughout the globe.
Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
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