The Leading Hotels of the World (LHW) is launching a rebranding campaign in the hopes of preserving the art of independent hotel-keeping. The effort includes an online and print campaign, a new logo, and a revamped hotel directory.
The primary tagline, "All Kinds of One-of-A-Kind," is intended to convey the spirit of the individual hotels, while bringing them together under one umbrella.
In addition, the campaign focuses on the LHW's "sweet spot" -- the space where luxury, global scale, and independent-minded hotels intersect. A secondary tagline has been developed to communicate this message: "The World's Largest Collection of Utterly Unique, Boldly Independent Luxury Hotels."
"We are primarily running in luxury travel endemic and lifestyle monthly publications," Elizabeth Harlow, LHW director of brand marketing, tells Marketing Daily, citing Departure, Travel + Leisure, Conde Nast Traveler, Forbes Russia and CNT UK) as well as domestic and international newspapers including The Wall Street Journal, WSJ Europe, International Herald Tribune and Financial Times.
Print ads include signature properties such as Villa D'Este in Lake Como, Italy and Umaid Bhawan Palace in Jodhpur, India.
Running concurrently with the print campaign is a digital campaign via various ad networks, Harlow adds. Earlier this year, the organization also unveiled an entirely new corporate logo, the first in decades.
As part of the brand's makeover, the latest edition of the Directory of The Leading Hotels of the World was also redesigned both visually and editorially. While basic information can be found on the Web site, the directory offers a more in-depth look at the properties.
In this edition, for the first time ever, LHW pays tribute to family-owned properties. There are 23 pages dedicated to providing family histories of owners of some of the hotels, some who have owned and operated the property for at least three generations.
The new branding campaign was created in collaboration with New York-based AgencySacks, a marketing firm which targets affluent and aspirational consumers.
The Leading Hotels of the World, Ltd. represents more than 430 hotels, resorts and spas in more than 80 countries.