Peninsula Hotels Launches Global Marketing Campaign
By Claudette Covey
September 05, 2012 10:12 PM
Peninsula Hotels is reinvigorating its brand with a global marketing campaign and a $58 million renovation to its flagship property, the Hong Kong Peninsula. The Peninsula global brand campaign highlights Peninsula destinations, showcasing moments in the hotel experience at each of its nine destinations.
The new campaign will hit lifestyle, travel and business magazines on a worldwide basis this month in print and digital outlets. The first of a series of 10 90-second films debuted on the company’s YouTube page, showcasing the company’s flagship, the Peninsula Hong Kong. Subsequent films to be released from September through March are designed to transport viewers to each of the nine cities where Peninsula has hotels.
“As one of the world’s oldest hotel groups, Peninsula icons throughout our hotels showcase the brand’s heritage, personal service and continued commitment to inspire, surprise and delight, and these new images and videos capture this spirit perfectly,” said Peter C. Borer, the company’s chief operating officer.
The campaign’s still photography was shot by Russel Wong, a Singapore-based photographer known for such major motion pictures as “Underworld,” “Crouching Tiger, Hidden Dragon,” “Hero” and “The House of Flying Daggers.” The short films were produced by Ridley Scott Associations and directed by Jean-Claude Thibaut and Antony Crook, whose previous work has included videos for Louis Vuitton, Hermès and Boss.
The Peninsula Hong Kong’s renovation, meanwhile, exemplifies the message of the ad campaign. “Today, we’re celebrating both the relaunch of an icon, as well as cementing this hotel’s place firmly in the future,” said Borer. “Innovation is part of the Peninsula’s DNA, and the guest-focused technology we are unveiling will elevate guest stays to a whole new echelon of experiential luxury.”
The refit, designed by an in-house Peninsula team and assisted by Gettys interior design, makes use of custom-made Cassina and Poltrona Frau furnishings, including streamlined entertainment centers, writing desks with glossy patinas, vanity tables with retractable illuminated mirrors. Cutting-edge technology will also play a pivotal role in the Hong Kong property’s facelift. Enhancements will include:
• Interactive digital touch-screen tablets pre-set in one of five languages -- English, French, Traditional and Simplified Chinese, and Japanese, allowing guests to personalize all room controls, signage and information to their preferred language.
• Control of all in-room functions via bedside and desk tablets and wall panels, enabling access to the guest compendium of in-room dining menus, hotel services, streaming television, Internet TV and radio, mood lighting, curtains and temperature.
• Complimentary long-distance VOIP phone calls from guest rooms and from the hotel’s Rolls-Royce fleet.
• Advanced audio-visual center in each guest room featuring a 46-inch flat-screen, Blu-ray LED television (a 55-inch model in all suites), Internet TV, iPod/iPad docking station, memory-card reader and soundbar speaker system delivering surround-sound experience.
• Wireless connection to personal electronic devices and to the all-in-one printer/photocopier/scanner/fax, enabling the seamless functionality of a home office.
• Signature marble bathrooms with LED touch-screen panels located on the wall and by the bath, enabling viewing of terrestrial and Internet TV and radio, and spa button delivering an integrated light and sound experience.
In addition, Peninsula’s PenCities Online Luxury Lifestyle Journal is making its debut on the company’s website. Developed for Peninsula Hotels by LUXE City Guides, PenCities features insider recommendations covering the latest openings, restaurants, galleries, bars, special events and things to do in each of Peninsula Hotels’ cities worldwide. It also details luxury lifestyle and travel trends.