Peninsula Hotels Updates Branding, Flagship
The Peninsula Hotels is energizing its brand with a new global marketing campaign —
“[The new campaign] increases our guests’ awareness and understanding of our brand,” says Rob Cheng, vice president of marketing for the company. “It’s not hard sell, but rather all about showing what we do and the lengths we go to in order to look after our guests.”
The Peninsula Moments campaign uses both photography and 90-second videos to set a tone. Ten of these short films — one for each property and a composite — will launch by March 2013. They feature special memories created for guests: for example, a rooftop champagne party at The Peninsula New York City.
The videos use iconic elements of the hotels and global destinations as well as music to build vignettes that evoke an emotional response.
“My main objective was to amaze the audience with real stories and authentic moments to capture the overall magic of The Peninsula Hotels, fueled by the staff’s genuine desire to inspire, with their unique approach to their work giving an original view on each city,” said movie director Jean-Claude Thibaut.
It’s easy to be amazed by the depiction of Loy Krathong, a 1,000-year-old festival honoring the water goddess and celebrating the end of the rainy season. For the event banana leaf krathongs (floats) are set adrift in The Peninsula Bangkok pool. For the film, five florists worked for three days handcrafting more than 150 krathongs — banana-leaf vessels that hold candles, flowers, coins and incense sticks.
Videos and behind-the-scenes photography can be seen on the corporate website and on YouTube as well as digital ads, outdoor video advertising in Shanghai and in-flight on Cathay Pacific flights. YouTube views are already reaching 3,000 for some videos. Interestingly, the three-minute behind-the-scenes video for The Peninsula Hong Kong has reached more than 17,000 YouTube views.
“We wanted to promote the quintessential Peninsula experience in each of our nine destinations around the world,’ says Cheng. The new campaign seems to be working. “Since the launch, we have seen a huge increase in traffic to our website, which has led to a jump in bookings,” he says.
At the same time the company is launching a brand revitalization campaign, its flagship property, The Peninsula Hong Kong, is sporting a HK$450 million renovation. The work was guided by the hotel’s interior design professionals assisted by Gettys interior design. Rooms offer custom-made furnishings from Cassina and Poltrona Frau as well as walnut writing desks, and vanity tables with retractable illuminated mirrors.
The property’s use of technology is pioneering. Touch-screen tablets are available in five languages — English, French, Japanese, traditional and simplified Chinese. Tablet technology offers access to in-room dining menus, hotel services, streaming television, Internet TV and radio, mood lighting, curtains and temperature.
An advanced audio-visual center in each room includes a 46-inch flat-screen, Blu-ray LED television, Internet TV, iPod/iPad docking station, memory-card reader and surround-sound speaker system. Rooms have enough technology for a mini-office with wireless connection to personal electronic devices and an all-in-one printer/photocopier/scanner/fax.
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