TORONTO — Starwood Hotels & Resorts has launched a new advertising campaign for The Luxury Collection as part of the brand’s identity overhaul.

The multi-million dollar campaign — Hotels that Define the Destination — emphasizes the idea of
experiential luxury, a concept that also influenced The Luxury Collection’s new logo and refreshed visual identity.

“This marks a milestone year for The Luxury Collection brand, with a robust pipeline of global growth and an increasing demand from owners who find tremendous value in partnering with us; so there couldn’t be a better time to introduce a new brand identity capturing the demand for true experiential luxury,” said Hoyt H. Harper II, global brand leader, The Luxury Collection Hotels & Resorts. “Our goal with this campaign is to illustrate how our hotels are true representations of their destinations and to celebrate our guests as storytellers, collectors and explorers.”

The campaign coincides with a $700-million effort to expand and improve the brand’s hotel portfolio around the world. The initiative also includes the renovation of landmark hotels such as The Palace Hotel in San Francisco, the conversion of iconic properties including the Augustine in Prague and the grand opening of new hotels such as Suiran Luxury Collection Hotel in Kyoto.


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