The Luxury Collection Revamps Branding

Hotels that Define the DestinationStarwood's Luxury Collection just announced a major brand refresh, themed around the tagline "Hotels that Define the Destination."

"Hotels that Define the Destination" will be the first phase of an identity overhaul for the brand, a multimillion dollar campaign that will mark the first comprehensive advertising effort for The Luxury Collection since 2011. The campaign will have an updated emphasis on experiential luxury, a theme that also runs throughout the brand's refreshed visual identity and new logo. 

The new campaign coincides with a $700 million effort by Starwood and its owner partners to improve The Luxury Collection's portfolio, including the renovation of The Palace Hotel in San Francisco, the conversion of the Augustine in Prague and the grand opening of new hotels, such as Suiran in Kyoto

The new campaign will include an investment of $4 million in print and digital advertising over the next 12 months with material that seeks to capture both the destination and the hotel. Vignettes were shot by photographer Troy House from a guest's point of view. It launches in the October issues of naitonal publications, including Condé Nast Traveller (UK), Departures, Financial Times, Town & Country, Travel + Leisure and the Wall Street Journal. Into next year, it will be featured in magazines such as Bloomberg Pursuits, Centurion, Departures and Robb Report. In addition to the United States and United Kingdom, the campaign will roll out globally in Mexico, Argentina, Austria, Germany, China and Japan

The Luxury Collection is also unveiling a new brand logo, which is meant to connote a stamp of excellence with a letterpress typeface the company said is inspired by an engraving stone. A new website, brand collateral and signage at all Luxury Collection hotels will follow in 2016.