For those who’ve ever discovered your self questioning what life should be like for the employees at luxury resorts whereas watching HBO’s The White Lotus, this marketing campaign from Peninsula Lodges fantastically provides us a glimpse—sans the messy plot twists.
For its new international marketing campaign, “Peninsula Views,” the posh hospitality model goes towards the grain, eschewing the traditional formula of displaying friends having fun with ample facilities in favor of spotlighting the real-life workforce members who create the posh experiences their discerning clientele have come to know, count on 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 areas 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 residence cities (and properties) a particular vacation spot.
The two-minute-long profile movies—that are additionally obtainable in 20-second variations in English, Cantonese (for Hong Kong) and Turkish (for Istanbul)—are narrated by the employees. 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 custom-made Rolls-Royces that transport friends.
“On daily basis 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 intention to showcase the extraordinary workforce members which are our model’s most priceless useful resource,” mentioned Peter Borer, chief working officer of The Hongkong and Shanghai Lodges Ltd., The Peninsula’s dad or mum firm, in an announcement. “The best way 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 adverts shot by Manila-based photographer Francisco Guerrero, all have a romantic really feel to them, treating the workforce because the VIPs they sometimes serve.
“We developed an episodic method to the artistic, giving every character a monologue that was true to their distinctive backstories and their relationship to their host cities,” mentioned Tereza Tan, CCO at Carbon.
The model additionally notably eliminated the phrase “lodges” from its messaging to put an emphasis on the distinct identities of every Peninsula property and its workforce—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 components.
“Our determination to take away ‘Lodges’ 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 name advertising and marketing and communications, advised Adweek.
“[The campaign] speaks to the center of our model, and that’s of our folks. Reasonably than providing a behind-the-scenes take a look at what our workforce members contribute to on property, this marketing campaign is way more centered on their life and relationship with town they name residence. Our groups’ perspective, experiences and fervour is what informs and in the end enhances our friends’ experiences—so what higher option to honor that than by celebrating the various ‘Peninsula Views’ from around the globe?”
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