Should 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 Inns superbly 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 normal system of exhibiting visitors having fun with ample facilities in favor of spotlighting the real-life crew 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 function 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 dwelling cities (and properties) a particular vacation spot.
The two-minute-long profile movies—that are additionally out there 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 visitors.
“Every single 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 crew members which might be our model’s most priceless useful resource,” mentioned Peter Borer, chief working officer of The Hongkong and Shanghai Inns Ltd., The Peninsula’s father or mother firm, in a press release. “The best way they see the world issues, and it informs each facet of the peerless hospitality we offer. Fairly merely, The Peninsula is its individuals.”
Change of surroundings
Certainly, the movies, created by Hong Kong-based inventive 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 crew because the VIPs they sometimes serve.
“We developed an episodic method to the inventive, 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 “accommodations” from its messaging to put an emphasis on the distinct identities of every Peninsula property and its crew—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 ‘Inns’ from the model’s brand was about reinforcing the concept that The Peninsula’s hospitality expertise goes past the partitions of our accommodations,” Carson Glover, The Peninsula’s vp of brand name advertising and marketing and communications, instructed Adweek.
“[The campaign] speaks to the center of our model, and that’s of our individuals. Reasonably than providing a behind-the-scenes have a look at what our crew members contribute to on property, this marketing campaign is far more centered on their life and relationship with the town they name dwelling. Our groups’ perspective, experiences and keenness is what informs and in the end enhances our visitors’ experiences—so what higher technique to honor that than by celebrating the various ‘Peninsula Views’ from all over the world?”
