On its 25th anniversary, Conrad Hotels & Resorts is launching a new global marketing campaign called “The Luxury of Being Yourself” by taking a page from the fashion world.
With its creative agency, Young & Rubicam, Conrad enlisted famed fashion photographer Anders Overgaard to tell the brand story through highly styled images that are meant to showcase the beauty, local culture and sophistication the hotels offers to travelers.
“With Conrad Hotels & Resorts doubling the size of its existing portfolio in the next four years in key cities and resort destinations, this global campaign aptly supports the extraordinary growth of the brand,” said Laurie Wooden, vice president of luxury brand management for Hilton Worldwide.
The example below, entitled “Departure,” was shot outside Conrad Hong Kong featuring a confident, beautiful woman who is stylishly dressed and carrying a motorbike helmet attracting attention from other hotel guests.
Hitting newsstands in September publications, the new brand print advertisements will show up in the Wall Street Journal Magazine, Esquire, Departures, Conde Nast Traveler, Fortune China, Straits Times and Economist, among many others.
In addition, the campaign will also extend to an equally distinctive approach for property advertising and other guest touch points, such as in-room collateral and the brand’s online experience.
Hilton would not disclose the investment it is making in the campaign.
