The campaign
features a new print and online advertising campaign, a reimagined website with
multimedia destination guides and hotel initiatives. The launch comes as the
company embarks upon a global expansion with openings planned in Europe, Asia
and the Middle East .
A Sense of
Place is a registered trademark of Rosewood and since its inception over 30
years ago, the company has held to the philosophy that each property should not
standalone but be a reflection of its location’s history, geography and
culture. The new campaign gives this a fresh interpretation designed to appeal
to today’s “affluential explorers.”
“Today’s
traveler is someone who is more interested in ‘the journey’ rather than ‘a
trip.’ Luxury is increasingly defined by experiences not by objects and delight
is found through discovery rather than display,” stated Sonia Cheng, CEO of Rosewood
Hotel Group. “Therefore the Living Canvas campaign is purposefully as much
about the destinations as the properties. But this relaunch goes deeper than
just graphics and advertising, it also reaches to the heart of our operational
philosophy which is to offer unique and authentic experiences.”
The group
has worked with Robert Louey, creative director of Robert Louey Design, to
create a new brand logo, which incorporates Rosewood’s trademark A Sense of
Place philosophy. A seal has also been designed for each individual Rosewood
hotel taking inspiration from traditional family crests and from Rosewood’s
first mansion property.
Rosewood has
embarked on an expansion, with a particular focus in Asia and Europe .
The brand is expected to double the current portfolio within five years. Future
Rosewood properties include Rosewood London in October 2013 and Rosewood
Beijing in early 2014. Properties opening in 2015 include Rosewood Dubai;
Rosewood at Baha Mar, Nassau , The Bahamas ; Rosewood Phuket , Thailand
Produced by
New York-based AgencySacks, Rosewood’s Living Canvas print and digital campaign
uses black and white photographs to illustrate the vision behind the brand’s
culture and concept. The advertising campaign will run in key newspapers,
magazines and websites in North America, Europe, the Middle East and Asia .
The new
branding is also reflected in the new visual identity which presents across all
hotel communication channels including a new website launched today –rosewoodhotels.com – produced by the Hong Kong-based
agency, Isobar.
