Sept. 19, 2011
/PRNewswire/ -- Orient-Express, the iconic name uniting a collection of 49 internationally renowned luxury hotel, river cruise and rail experiences across 24 countries, will be bringing its world to life in
the United States
with a pilot digital awareness campaign.
The eight week brand recognition campaign will introduce the enticing experiences to be found at selected properties using rich media placed on a variety of lifestyle and travel websites. These will link to a microsite,
, where nine short films following the travel experiences of an eclectic and engaging cast of fictional characters and real life staff members will live.
Properties selected from within the diverse portfolio to showcase the Orient-Express hallmarks of authenticity and character are a romantic journey from
on the Venice Simplon-Orient-Express train, a celebratory visit to Hotel Cipriani in
, a vacation at the Copacabana Palace in
Rio de Janeiro
, and a trip to Cuzco,
, to explore the delights of Hotel Monasterio, Machu Picchu Sanctuary Lodge, and the Hiram Bingham train.
"A large proportion of our customer base comes from the US, which is why we are choosing to test this campaign here," said Orient-Express' Chief Marketing Officer,
. "Whilst many of our properties, such as '21' in
, the Mount Nelson Hotel in
and Maroma Resort & Spa in
, are well known in their own right, through this campaign we want to raise awareness of the name behind these properties with customers both present and future. Each Orient-Express property has personality, character, a certain class and style. They inspire creativity and connect our guests with the culture and lifestyle of the destination. These curated films bring that world to life."
Conceived by one of
's finest creative agencies, Chandelier Creative, and utilizing advertising placements by Criterion Global, the videos have been produced by Swedish film-maker,
, who is renowned for the style and class he brings to his fashion photography and work with luxury brands. The Orient-Express films are artistically graded and set to commissioned music.
Chandelier's creative director,
, said, "Orient-Express' authentic travel experiences go beyond the generic 'luxury' tagline and take their guests on a journey of discovery, so our concept engages this audience and piques curiosity. We are identifying luxury consumers through targeted placements and then exposing those users to video heavy 'rich media' showcasing experiential brand cues rather than simply bookable functionality. This is what defines the campaign in contrast to the mindset of many travel advertisers."
This awareness advertising campaign is the latest activity in a rebranding strategy by Orient-Express. Orient-Express is currently ranked first in its competitive set of 12 global luxury hospitality brands in the areas of service and emotional intelligence by Leading Quality Assurance.