Renaissance Ad Campaign Breaks Barriers for Most Creative, Compelling Ads Seen In Hospitality Industry

Renaissance Ad Campaign Breaks Barriers for Most Creative, Compelling Ads Seen In Hospitality Industry; 'Relax. You're at a Renaissance' Defines Brand's Point of Difference

CLEVELAND / Renaissance Hotels and Resorts has introduced its new $12 million ad campaign designed to take ownership of a niche currently not being served by any other hotel company -- bridging the gap between the upscale and luxury hotel segments.

The breakthrough ads, created by Bozell Worldwide in New York, serve to reflect Renaissance's brand personality, while conveying the hotel company's key brand positioning message: "caring people with a passion to provide exceptional service in a sophisticated, comfortable atmosphere."

The first ad, which broke Wednesday in the Wall Street Journal, features a gentleman in an oak tree reading a newspaper while being served his morning coffee. The second print ad, appearing today in USA Today, features an elegantly dressed couple with lampshades on their heads dancing in their hotel room. The campaign's tagline is "Relax. You're at a Renaissance."

While the executions of the advertising campaign appear whimsical, the rationale for the creative direction of the campaign is not. "When we reached down into the culture of the company, we found that the heart of Renaissance is found in its people and their passion to exceed the expectations of our guests," noted Frank Calaguire, senior vice president of sales and marketing at Renaissance Hotels

and Resorts.

"We believe this campaign has captured the essence of this message and that at Renaissance you will be graciously cared for and served without stuffiness or attitude. This unique service attribute of our company is called 'Renaissance Hospitality.'"

The new ad campaign is targeted against the intended business audience, with supplemental exposure to leisure travelers via resort, weekend and holiday executions. The two print versions will tie in closely with the television commercial due to break in March.

The spot is being directed by internationally renowned film director Wim Wenders, who is making his U.S. commercial debut with the Renaissance campaign, and will be scored by Laurent Petitgand, famous for his Fellini-esque style in composing music.

"There is a surreal quality to the ads meant to impact the audience by suggesting that there is no difference between the 'real' world and the 'ideal' world at Renaissance Hotels and Resorts," explained Rodney Underwood, senior partner, creative director at Bozell Worldwide.

The Renaissance Customer

Renaissance and Bozell research found that Renaissance's target audience appreciates value and is willing to pay a little more for it. It is a group that is well-educated and that enjoys myriad activities: adventure, good food, arts, sporting, international travel, and who keep current on trends and world events. They are willing to pay top rates but demand, in return, value for their money.

They are people who have not abandoned their values, but are still drawn to superior quality and workmanship rather than attitude and status. Renaissance fills that niche at the tip of the premium catergory by providing its customers with superior quality and exceptional service while maintaining a comfortable elegance at its hotels.

"Together with Bozell, we studied what Renaissance Hotels and Resorts means to its customers. We are confident that this campaign communicates who Renaissance is, what we stand for and what we deliver," said Jennifer Deutsch, vice president of marketing at Renaissance Hotels and Resorts.

"Our ads encourage our targeted customers who presently are using one of our competitors to 'step up' to Renaissance, where they can receive greater value in their hotel experience for a price similar to other brands in the premium category."

The campaign intends to build awareness of the premium Renaissance brand and stimulate trial allowing consumers to decide for themselves about the product.

Renaissance Hotels International operates 71 Renaissance Hotels and Resorts worldwide. The company is one of the world's leading management companies, providing upscale, service-oriented hotel accommodations to business and leisure travelers.