When you’ve ever discovered your self questioning what life should be like for the workers at luxurious resorts whereas watching HBO’s The White Lotus, this marketing campaign from Peninsula Motels superbly provides us a glimpse—sans the messy plot twists.
For its new world marketing campaign, “Peninsula Views,” the luxurious hospitality model goes towards the grain, eschewing the normal system of exhibiting friends having fun with ample facilities in favor of spotlighting the real-life group members who create the luxurious experiences their discerning clientele have come to know, anticipate and look ahead to with every keep on the model’s 12 properties.
The video and print marketing campaign characteristic members of The Peninsula’s Hong Kong flagship and soon-to-open places in London and Istanbul sharing the non-public journeys that led them to work for the corporate, together with their distinctive insights on what makes their beloved house cities (and properties) a particular vacation spot.
The two-minute-long profile movies—that are additionally accessible in 20-second variations in English, Cantonese (for Hong Kong) and Turkish (for Istanbul)—are narrated by the workers. Amongst them is Connie Lo, a standout as a feminine driver in a male-dominated occupation in Hong Kong, who steers one of many property’s personalized Rolls-Royces that transport friends.
“Day-after-day is an journey in my playground, discovering pleasure within the discovery of others,” says Lo within the video and print advert, which bears her portrait.
“With ‘Peninsula Views,’ we purpose to showcase the extraordinary group members which are our model’s most priceless useful resource,” stated Peter Borer, chief working officer of The Hongkong and Shanghai Motels Ltd., The Peninsula’s dad or mum firm, in a press release. “The way in which they see the world issues, and it informs each side of the peerless hospitality we offer. Fairly merely, The Peninsula is its folks.”
Change of surroundings
Certainly, the movies, created by Hong Kong-based artistic company Carbon, and the portraits for the eight print advertisements shot by Manila-based photographer Francisco Guerrero, all have a romantic really feel to them, treating the group because the VIPs they usually serve.
“We developed an episodic strategy to the artistic, giving every character a monologue that was true to their distinctive backstories and their relationship to their host cities,” stated Tereza Tan, CCO at Carbon.
The model additionally notably eliminated the phrase “lodges” from its messaging to position an emphasis on the distinct identities of every Peninsula property and its group—a pivot from its earlier long-running “Portraits of Peninsula” marketing campaign, helmed by Annie Leibowitz, that featured cooks, valets and different staffers of their skilled parts.
“Our resolution to take away ‘Motels’ from the model’s brand was about reinforcing the concept The Peninsula’s hospitality expertise goes past the partitions of our lodges,” Carson Glover, The Peninsula’s vp of brand name advertising and communications, advised Adweek.
“[The campaign] speaks to the guts of our model, and that’s of our folks. Relatively than providing a behind-the-scenes have a look at what our group members contribute to on property, this marketing campaign is far more targeted on their life and relationship with town they name house. Our groups’ perspective, experiences and keenness is what informs and finally enhances our friends’ experiences—so what higher method to honor that than by celebrating the numerous ‘Peninsula Views’ from world wide?”
