|The Greenwich Hotel in New York, a member of Leading Hotels of the World|
The Leading Hotels of the World (LHW) has implemented a comprehensive rebranding initiative with an advertising campaign, a new logo and a completely revamped hotel directory.
“The branding campaign is absolutely consistent with our strategy—one that is, in fact, deeply rooted in our history—that is, to champion independent luxury hotels, those that offer a truly unique and authentic experience rather than a corporate mandated sameness,” said Ted Teng, president and CEO of LHW. “The primary tagline—All Kinds of One-of-A-Kind—conveys the true spirit of our very individual hotels, while bringing them together under one umbrella.”
Additionally, the campaign focuses on the space where luxury, global scale, and independent-minded hotels intersect. A secondary tagline has been developed to communicate this very message: “The World’s Largest Collection of Utterly Unique, Boldly Independent Luxury Hotels.”
Earlier this year, the organization also unveiled an entirely new corporate logo, its first new logo in decades.
“It is an ideal time to introduce a fresh look and feel to our organization,” added Claudia Kozma Kaplan, LHW’s senior vice president, marketing. “We are very excited about the new logo and believe that it accurately reflects the revitalized, more contemporary nature of our company, while paying homage to our great heritage and tradition, which dates back to 1928.”
As part of the brand’s makeover, the latest edition of the Directory of The Leading Hotels of the World was also completely redesigned both visually and editorially, and transformed to provide inspiration to guests and entice them to experience an array of very diverse hotels.
“When we looked at the directory, we really questioned its relevance,” Teng said. “Basic information can always be found on the website. The directory, on the other hand, has been made more meaningful for customers and hotels alike.”
In this edition, for the first time ever, LHW pays tribute to the tradition of the family-owned property. There are 23 pages dedicated to providing family histories of owners of some of the most legendary Leading Hotels, many for at least three generations.
“It is personal stories about passionate individuals like these which really set the organization apart,” Teng said.
The new branding campaign was created in collaboration with Manhattan-based AgencySacks, a full-service marketing firm that targets affluent and aspirational consumers. LHW represents more than 430 hotels, resorts and spas in more than 80 countries worldwide.