Judged by travel experts, the PATA Gold Awards acknowledge the hospitality industry’s most original initiatives, rewarding projects that set new standards for excellence and innovation.
HONG KONG – Rosewood Hotels & Resorts received three honours at the Pacific Asia Travel Association (PATA) Gold Awards, recognising the group’s international marketing campaign created to launch the ultra-luxury hotel collection’s new brand identity.
Judged by travel experts, the PATA Gold Awards acknowledge the hospitality industry’s most original initiatives, rewarding projects that set new standards for excellence and innovation. The 2014 awards attracted a total of 181 entries from 66 travel and tourism organisations worldwide.
Rosewood Hotels & Resorts unveiled a comprehensive rebranding in September 2013. Drawing inspiration from its A Sense of Place philosophy, the holistic marketing programme included a new group logo and visual imagery, evocative print and digital advertising, public relations campaign and new website with multimedia destination guides. The wide-ranging programme earned a Gold Award in the Marketing (Hospitality) category.
Rosewood’s Living Canvas print and digital advertising campaign employed stylish black and white photography by Danish fashion photographer Anders Overgaard. Taken in Beijing, New York, Abu Dhabi and Mexico, the images were designed to subtly yet distinctively illustrate the vision behind the brand’s culture and concept. Acknowledging the innovative, stylish approach, the PATA judging panel presented Rosewood Hotels & Resorts with the Gold Award in the Marketing Media – Travel Advertising Print Media category.
Rosewood received a third PATA Gold Award in the Marketing category for its new website rosewoodhotels.com. To convey the A Sense of Place philosophy integral to the brand, the website employs destination-oriented imagery, sound and video to enhance the user experience and offers insiders’ guides to Rosewood destinations around the globe.
“Rosewood’s award-winning rebranding reflects our distinctive culture and commitment to innovation and creativity,” says Sonia Cheng, chief executive officer of Rosewood Hotel Group, the Rosewood Hotels & Resorts’ owning company. “While the response from guests to our bold new advertising and website has been extremely positive, these three PATA Gold Awards show they have also resonated with our industry peers.”
The awards presentation will take place on 19 September during the 2014 PATA Travel Mart in Phnom Penh, Cambodia. PATA members comprise government, state and city tourism bodies, airlines, airports, cruise lines, educational institutions and travel industry professionals worldwide.
Photo caption: Rosewood Hotels & Resorts website
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