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Le Meridien re-enforces expansion via brand building advertising campaign

Le Meridien Hotels & Resorts has launched a …

Le Meridien Hotels & Resorts has launched a £1m brand building advertising campaign, scheduled to run in trade and consumer titles in key feeder markets in Europe, the US and Asia Pacific for three months. 

The campaign aims to increase Le Meridien`s brand awareness and re-enforce the company`s on-going expansion plans.“There`s no better demonstration of a hotel brand`s health, than ambitious growth,” said vice president of marketing, John Griffin.

“To connect with our core target audience the campaign dramatises Le Meridien`s global scale, while emphasising the individuality of the properties and the new hotels opening around the world including Turin, Palm Springs, Vienna, Hamburg, Agadir and Hong Kong.”

The campaign launches with an impressive eight-page gatefold in trade and consumer titles. A plain white DPS carries the simple invitation `Open`, which when opened reveals a dramatic four-page full colour spread featuring Le Meridien`s 135 Hotels Worldwide with the message – `With more than 135 premium hotels and stunning resorts in 56 countries around the world and another five exciting projects nearing completion we`re open more than ever`.

The gatefold will be followed by a series of full-page executions highlighting one of the new hotels according to their relevance to the market and the strength they add to the overall property portfolio.

This series of full-page ads will run in high-reach media titles such as Conde Nast Traveller, Fortune Magazine, The Economist, The Sunday Times Travel Magazine, Newsweek, Vogue Entertaining & Travel etc.

“The campaign is a statement of strength and ambition. It`s an exciting time for the brand, with some fantastic new hotels and resorts opening, adding to an already top class offering. We`ve never been more open, so what better reason to be in the marketplace taking the spotlight?” said Richard Powell, account director, TBWALONDON.

The campaign was written by Joff Taylor and art directed by Adam Poller. Media is through Paris based media company, OMD.

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Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.