LHW Launches Comprehensive Re-Branding Campaign
In its continued effort to preserve, enhance and invent the art of independent hotel-keeping, The Leading Hotels of the World (LHW) has implemented a comprehensive re-branding with a vibrant advertising campaign, a new logo, and a completely revamped hotel directory.
New Branding Campaign
According to Ted Teng, president and CEO of LHW, "The branding campaign is absolutely consistent with our strategy - one that is in fact deeply rooted in our history - that is to champion independent luxury hotels, those that offer a truly unique and authentic experience rather than a corporate mandated sameness. The primary tagline – All Kinds of One-of-A-Kind -- conveys the true spirit of our very individual hotels, while bringing them together under one umbrella."
Additionally, the campaign focuses on the "sweet spot" that LHW can firmly claim in the marketplace – the space where luxury, global scale, and independent-minded hotels intersect. A secondary tagline has been developed to communicate this very message: The World's Largest Collection of Utterly Unique, Boldly Independent Luxury Hotels.
New Logo
Earlier this year, the organization also unveiled an entirely new corporate logo, the first in decades. "It is an ideal time to introduce a fresh look and feel to our organization. We are very excited about the new logo and believe that it accurately reflects the revitalized, more contemporary nature of our company, while paying homage to our great heritage and tradition, which dates back to 1928," added Claudia Kozma Kaplan, LHW's senior vice president, marketing.
New Hotel Directory
As part of the brand's make-over, the latest edition of the Directory of The Leading Hotels of the World was also completely redesigned both visually and editorially, and transformed to provide inspiration to guests and entice them to experience an array of very diverse hotels. "When we looked at the directory, we really questioned its relevance," Mr. Teng commented. Basic information can always be found on the website. The directory, on the other hand, has been made more meaningful for customers and hotels alike. "Its purpose is more inspirational, to motivate travelers to embark on enriching journeys of discovery – of far-off places, intriguing traditions, and alluring cultures."
In this edition, for the first time ever, LHW pays tribute to the tradition of the family-owned property. There are twenty-three pages dedicated to providing family histories of owners of some of the most legendary Leading Hotels, many for at least three generations. "It is personal stories about passionate individuals like these which really set the organization apart," Mr. Teng concluded.
The new branding campaign was created in collaboration with Manhattan-based AgencySacks, a full-service marketing firm which targets affluent and aspirational consumers.
About The Leading Hotels of the World, Ltd. (LHW)
Comprised of more than 425 hotels in over 80 countries, LHW is the largest collection of independent luxury hotels. In 1928, 38 independent hoteliers came together to create LHW. Since then, the Company has carefully curated distinctive hotels, resorts, inns, chalets, villas, and safari camps from the snow-capped Alps of Europe to the African veldt, to share them with adventurous souls who seek the remarkably uncommon. The LHW community is filled of exceptional individuals, united by a passion for the surprising discoveries and details that come with every experience. LHW hoteliers are artisans of hospitality whose expertise, commitment to excellence, and individual flair allows them to create story-worthy moments for their guests. And it is these authentic, individualized experiences combined with the warm hospitality and high-touch service they provide that keeps discerning travelers returning again and again. LHW's collection covers the globe and promises a broad range of destinations and uncommon experiences, enhanced by LHW's tiered guest loyalty program Leaders Club. From converted former palaces, and countryside retreats run by the same families for generations, to gleaming skyscrapers in dynamic urban centers, serene private island escapes, glamorous tented camps – and beyond – explore, find inspiration, and experience unforgettable travel moments. For more information visit: www.lhw.com, Facebook at @LeadingHotels, Twitter at @LeadingHotels and Instagram @leadinghotelsoftheworld.